Understanding the behavioural intention to play online games

Abstract

PurposeThe purpose of this paper is to investigate whether flow experience, perceived enjoyment, and interaction affect people's behavioural intention to play online games and whether gender, age and prior experience have moderating effects on online game acceptance.Design/methodology/approachThis study extends the theory of planned behaviour (TPB) with flow experience, perceived enjoyment, and interaction to propose a theoretical model to explain and predict people's behavioural intention to play online games. This model is examined through an empirical study involving 458 participants using structural equation modelling techniques. In addition, a competing model based on the technology acceptance model (TAM) is proposed to evaluate whether TPB is more suitable than TAM to explain the use of online games. The two action‐theoretical models are compared in terms of their predictive power and their practical utility.FindingsAlthough both models explain the players' intention to play online games very well, the extended TPB model provides a better fit and explanatory power. Notably, this study finds that flow experience is a more important factor than perceived enjoyment in influencing customer acceptance of online games. Further analysis reveals that gender is a key moderator of online game acceptance.Practical implicationsOnline game developers need to search for flow experience building strategies that might assist in engaging players. This study suggests that game developers should consider focusing more on establishing the interactions between players (social interaction) and online games (human‐computer interaction) in their marketing strategies.Originality/valueThis study is significant for two reasons. First, it synthesises the theory of planned behaviour with psychological and interaction factors and, second, it presents a blueprint for an entertainment‐oriented technology acceptance model.