Examining users′ intention to continue using social network games: A flow experience perspective

Social network sites games (SNGs) are growing in acceptance for users, but the intention to continue using such games requires further exploration because of the acceptance-discontinuance anomaly phenomenon (i.e.; users discontinuing use of SNGs after initially accepting them). The study integrates interaction and value as the antecedents of user satisfaction and flow experience; furthermore affects the SNG continuance. The results reveal the importance of flow experience, which plays a mediation role and produces indirect effects in predicting the SNGs continuance in the model. Based on the results, practical implications for SNG marketing strategies and theoretical implications will be provided.