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The Effect of Perceived Enjoyment and User Characteristics on Intention of Continuous Use of Mobile Social Network Games: Focusing on Mediating Effect of Flow Experience

모바일 소셜 네트워크 게임에 대한 지각된 즐거움과 이용자 특성이 지속적 이용의도에 미치는 영향: 플로우 경험의 매개효과를 중심으로

  • Youm, Dongsup (Dept. of Advertising & Public Relations & Communication, The Mokwon University)
  • 염동섭 (목원대학교 광고홍보언론학과)
  • Received : 2017.07.18
  • Accepted : 2017.09.20
  • Published : 2017.09.28

Abstract

The purpose of this study is to examine the effect of perceived enjoyment and user's characteristics on the intention of continuous use when users play social network games on a mobile device. In addition, the study empirically investigated the mediating effect of flow experience in this process. To fulfill the purpose, this study conducted a survey on 244 college students and collected data. When the collected data was analyzed, the followings were known. First, perceived enjoyment, and both self-efficacy and innovation propensity of user's characteristics turned out to have a positive (+) effect on the intention of continuous use in mobile social network game. Second, in the process, it was known that flow experience played a mediating role. These findings are expected to be useful data in developing game contents of high quality or making a marketing strategy for continuous improvement of online social network game industry. In addition, future studies are expected to generalize the research to various age groups.

Keywords

Social Network Game;Perceived Enjoyment;User Characteristics;Flow Experience;Continuous Use Intention

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