Abstract
This study applied the information processing view and the concept of fit to improve understanding of how attachment behaviour and continued use in mobile social network game (M-SNG) players is affected by the alignment between their motivation and technological capability. A quantitative method and a cross-sectional study design were used to evaluate the research model. Data were collected for 427 active M-SNG players in Taiwan. The proposed model was tested with fit as a covariation and with fit as a propensity score in matching method. The results of this study verified that (1) coalignment between motivation and technological capability is positively associated with attachment behaviour in M-SNG players; (2) M-SNG players who have a high coalignment between motivation and technological capability have stronger attachment behaviour compared to players with low coalignment; and (3) attachment behaviour is positively associated with continued use of M-SNGs. This study contributes to the literature by improving understanding of the antecedents of attachment and continued use in M-SNG players. For providers and developers, this study also provides insights into how to improve the business performance of M-SNGs.
Highlights
As adoption and use of mobile social networks increase, these networks have emerged as ubiquitous internet-based platforms for social networking, and for entertainment
The values exceeded 10%, the threshold recommended by Correia Loureiro et al [57] which indicated that the research model had acceptable goodness of fit
The results of this study reveal that the fit between the motivation and the technological capability of mobile social network game (M-SNG) players considerably impacted their attachment behavior
Summary
As adoption and use of mobile social networks increase, these networks have emerged as ubiquitous internet-based platforms for social networking, and for entertainment. The attachment experience is often described as a subjective perception of time and a sense of self-transcendence followed by a sense of integration into cyberspace [2], [4]. Csikszentmihalyi [5] described attachment behaviour, e.g., extreme concentration while engaging in an activity, as behaviour that occurs during a highly rewarding mental state. For an individual to experience attachment behaviour during an activity, the activity must satisfy the personal goals of the user and must allow the user to feel in control [5]. Our study applied these concepts in measurements of attachment behaviour and continued use in M-SNG players
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