Abstract
The gaming industry has become one of the most promising markets, and playing a game is also has been considered as the best leisure and entertainment activities in the last few decades. Understanding how consumers within the market behave is important to decide the best marketing strategy to be applied to achieve a competitive advantage in the market. Technology Acceptance Model (TAM) has been widely used to examine the adoption of technology and/or information system-related products. This study's main purpose is to investigate player’s intention to play games on a mobile platform in Indonesia. We predict self-efficacy as the keys determinant factor that could affect player’s adoption of mobile games. Data calculation conducted by utilizing SmartPLS 3.2. The finding of this study proved that self-efficacy is a strong determinant of players’ mobile game adoption. Besides, we found interesting results in which perceived ease of use and attitude toward use did not have a significant direct effect on players’ intention to play mobile games. Theoretically, this study provides an integrated conceptual model to explain the role of self-efficacy on mobile game adoption. Strategically, this study results could help mobile game marketers to build the best marketing strategy for their targeted players.
Highlights
27, 2020; Available Online : INTRODUCTION Playing games has become one of the best leisure and entertainment activities in the last few decades. (Hamari and Keronen, 2017) pointed out that, “in addition to the increased penetration of games, the ways people play and utilize game have become more varied”. (Newzoo, 2019) predicted that the global games market would generate revenues of 152.1 billion USD on that year, with a +9.6% year-on-year increase
TAM itself has been extended by researchers in the last few decades with various external factors which considered could improve user's perceived ease of use and/or perceived usefulness toward a product. (Abdullah and Ward, 2016) suggested that a large number of factors have been used in TAM and called for a General Extended Technology Acceptance Model (GETAMEL)
Relationship between Browser PC Games Player Self-Efficacy and Mobile Game Perceived Ease of Use The purpose of this study is to investigate the roles of self-efficacy on mobile game adoption
Summary
27, 2020; Available Online : INTRODUCTION Playing games has become one of the best leisure and entertainment activities in the last few decades. (Hamari and Keronen, 2017) pointed out that, “in addition to the increased penetration of games, the ways people play and utilize game have become more varied”. (Newzoo, 2019) predicted that the global games market would generate revenues of 152.1 billion USD on that year, with a +9.6% year-on-year increase. TAM itself has been extended by researchers in the last few decades with various external factors which considered could improve user's perceived ease of use and/or perceived usefulness toward a product. (Abdullah and Ward, 2016) suggested that a large number of factors have been used in TAM and called for a General Extended Technology Acceptance Model (GETAMEL) They analyzed 107 studies related to the extension of TAM and found the five most determining factors that could improve users perceived ease of use and/or perceived usefulness. People with a higher level of self-efficacy facing difficult tasks as a challenge to improve their skills, rather than a threat that needs to avoid
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