Abstract
This study proposed and tested a theoretical model of video game consumption that integrated Bandura's (1991) social cognitive theory of self-regulation and Csikszentmihalyi's (1975) theory of flow experience. By investigating the linkage between flow experience and self-regulation in decision-making processes in media usage, this study sought to explicate socio-cognitive mechanisms of video game consumption behavior. Significant impacts of flow experience on self-reactive outcome expectations, deficient self-regulation, and habit strength in video game play were found among 388 college undergraduate students. However, no direct impact of flow experience on playing video games was evident.
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