Predicting the Usage Intention of Social Network Games: An Intrinsic-Extrinsic Motivation Theory Perspective

Social network sites (SNSs) are new communication channels with which people can share information. Social networks are also connected to gaming. Hence, gaming is quickly becoming one of the most popular categories of applications on SNSs. The goal of this project is to gain insight into the factors that affect user intention to use a social network games. The present study uses an extended technology acceptance model and focuses on combining personal innovativeness, personal involvement, intrinsic motivation (i.e., perceived enjoyment) and extrinsic motivation (i.e., perceived ease of use and perceived usefulness) to explain usage intentions for social network games. A multiple regression analysis and MANOVA analysis were then conducted to identify the key causal relationships. It is expected that personal innovativeness and personal involvement will have positive effects on intrinsic and extrinsic motivation and ultimately influence usage intentions with regard to social network games. These findings may be generally applicable to service providers, current users, and potential users. Practical and research implications are also offered. Annual Conference on Innovations in Business & Management London, UK, 2011 The Center for Innovations in Business and Management Practice 2