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Mobil Oyunların Benimsenmesinde Belirleyiciler: UTAUT2 Modelinin Güven ve Ödül İle Genişletilmesi

Year 2023, Volume: 24 Issue: 45, 505 - 520, 31.07.2023
https://doi.org/10.21550/sosbilder.1248688

Abstract

Bu makalenin amacı, birleşik kabul teorisi ve teknoloji kullanımı 2 (UTAUT2) modeline dayalı olarak mobil oyun oyuncularının davranış niyetini etkileyen değişkenleri araştırmaktır. UTAUT2 modeli, modelin değişkenlerine ek olarak, güven ve ödül değişkenleri eklenerek genişletilmiştir. Mobil oyunu benimseme niyeti kullanılmış, bağımlı değişken olarak ise kullanım davranışı alınmıştır. Türkiye'deki 474 mobil oyun oyuncusuna bir anket yapılmış ve veriler yapısal eşitlik modellemesi yaklaşımıyla analiz edilmiştir. Sonuçlar, ödülün davranış niyeti üzerinde en etkili etkiye sahip olduğunu, ardından güven, fiyat değeri, alışkanlık, sosyal etki, performans beklentisi, kolaylaştırıcı koşullar, hedonik motivasyon ve çaba beklentisi olduğunu göstermektedir. Ayrıca davranış niyeti, kullanım davranışı üzerinde anlamlı bir pozitif etkiye sahiptir. Araştırmanın bulguları, mobil oyunlara ilişkin mevcut literatürdeki boşluğu doldurmanın yanı sıra mobil oyunlara ilişkin ileride yapılacak araştırma bulguları için değerli bir temel oluşturmaktadır.

References

  • Ajzen, I. (1991). The theory of planned behavior. Organizational Behavior and Human Decision Processes, 50(2), 179-211.
  • Alalwan, A. A., Dwivedi, Y. K., Rana, N. P. (2017). Factors influencing adoption of mobile banking by Jordanian bank customers: Extending UTAUT2 with trust. International Journal of Information Management, 37(3), 99-110.
  • Alzahrani, A. I., Mahmud, I., Ramayah, T., Alfarraj, O., Alalwan, N. (2017). Extending the theory of planned behavior (TPB) to explain online game playing among Malaysian undergraduate students. Telematics and Informatics, 34(4), 239-251.
  • Anderson, J. C. & Gerbing, D. W. (1988). Structural equation modeling in practice: A review and recommended two-step approach. Psychological Bulletin, 103(3), 411.
  • Baabdullah, A. M. (2018). Consumer adoption of Mobile Social Network Games (M-SNGs) in Saudi Arabia: The role of social influence, hedonic motivation and trust. Technology in Society, 53, 91-102.
  • Baabdullah, A. M. (2020). Factors influencing adoption of mobile social network games (M-SNGs): The role of awareness. Information Systems Frontiers, 22(2), 411-427.
  • Bagozzi, R. P. & Edwards, J. R. (1998). A general approach for representing constructs in organizational research. Organizational Research Methods, 1(1), 45-87.
  • Bagozzi, R. P. & Yi, Y. (1988). On the evaluation of structural equation models. Journal of The Academy of Marketing Science, 16(1), 74-94.
  • Bose, I. & Yang, X. (2011). Enter the Dragon: Khillwar’s foray into the mobile gaming market of China. Communications of the Association for Information Systems, 29(1), 551-564.
  • Chen, L. S. L. & Kuan, C. J. (2012). Customer acceptance of playing online game on mobile phones. International Journal of Mobile Communications, 10(6), 598-616.
  • Cheng, Y., Sharma, S., Sharma, P., Kulathunga, K. M. M. C. B. (2020). Role of personalization in continuous use intention of Mobile news apps in India: Extending the UTAUT2 model. Information, 11(33), 1-24.
  • Davis, F. D. (1989). Perceived usefulness, perceived ease of use, and user acceptance of information technology. MIS Quarterly, 319-340.
  • Dodds, W. B., Monroe, K. B., Grewal, D. (1991). Effects of price, brand, and store information on buyers’ product evaluations. Journal of Marketing Research, 28(3), 307-319.
  • Doney, P. M., Cannon, J. P., Mullen, M. R. (1998). Understanding the influence of national culture on the development of trust. Academy of Management Review, 23(3), 601-620.
  • Fornell, C. & Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research, 18(1), 39-50.
  • GamingInTurkey. (2021). Turkey game market report 2021. https://www.gaminginturkey.com/en/turkey-game-market-report-2021-published/ (Accessed June 04, 2022).
  • Gefen, D., Karahanna, E., Straub, D. W. (2003). Trust and TAM in online shopping: An integrated model. MIS Quarterly, 51-90.
  • Gökalp, E. (2014). Determinants of acceptance of mobile games through structural equation modeling. L. Mola, A. Carugati, A. Kokkinaki, N. Pouloudi (Ed.), In Proceedings of the 8th Mediterranean Conference on Information Systems, Verona, Italy, September 03-05 (pp. 1-12).
  • Groening, C. & Binnewies, C. (2019). “Achievement unlocked!”-The impact of digital achievements as a gamification element on motivation and performance. Computers in Human Behavior, 97, 151-166.
  • Ha, I., Yoon, Y., Choi, M. (2007). Determinants of adoption of mobile games under mobile broadband wireless access environment. Information & Management, 44(3), 276-286.
  • Hair, J. F., Anderson, R. E., Babin, B. J., Black, W. C. (2010), Multivariate Data Analysis: A Global Perspective. Vol. 7, Pearson Publisher.
  • Hew, J. J., Lee, V. H., Ooi, K. B., Wei, J. (2015). What catalyses mobile apps usage intention: an empirical analysis. Industrial Management & Data Systems, 115(7), 1269-1291.
  • Hsiao, K. L. & Chen, C. C. (2016). What drives in-app purchase intention for mobile games? An examination of perceived values and loyalty. Electronic Commerce Research and Applications, 16, 18-29.
  • Huang, C. Y., Hsu, C. H., Chen, D. Y., Chen, K. T. (2014). Quantifying user satisfaction in mobile cloud games. In MoViD’14: Proceedings of Workshop on Mobile Video Delivery (pp. 1-6), Association for Computing Machinery.
  • Kaltum, U., Rimadina, R., Zusnita, W. (2018). The technology acceptance model for playing mobile games in Indonesia. KnE Social Sciences, 3(10).
  • Kline, R. B. (2005). Principles and practice of structural equation modelling. The Guilford Press.
  • Kline, R. B. (2011). Principles and practice of structural equation modeling. The Guildford Press.
  • Kwon, O. & Wen, Y. (2010). An empirical study of the factors affecting social network service use. Computers in Human Behavior, 26(2), 254-263.
  • Kumar, K. A. & Acharjya, B. (2017). Understanding behavioural intention for adoption of mobile games. ASBM Journal of Management, 10(1), 6.
  • Lee, J., Suh, E., Park, H., Lee, S. (2018). Determinants of users’ intention to purchase probability-based items in mobile social network games: A case of South Korea. IEEE Access, 6, 12425-12437.
  • Liang, T. P. & Yeh, Y. H. (2011). Effect of use contexts on the continuous use of mobile services: the case of mobile games. Personal and Ubiquitous Computing, 15(2), 187-196.
  • Liu, Y. & Li, H. (2011). Exploring the impact of use context on mobile hedonic services adoption: An empirical study on mobile gaming in China. Computers in Human Behavior, 27(2), 890-898.
  • Lu, H. P. & Su, P. Y. J. (2009). Factors affecting purchase intention on mobile shopping web sites. Internet Research, 19(4), 442-458.
  • Marriott, H. R. & Williams, M. D. (2018). Exploring consumers perceived risk and trust for mobile shopping: A theoretical framework and empirical study. Journal of Retailing and Consumer Services, 42, 133-146.
  • Owusu Kwateng, K., Osei Atiemo, K. A., Appiah, C. (2018). Acceptance and use of mobile banking: an application of UTAUT2. Journal of Enterprise Information Management, 32(1), 118-151.
  • Palau-Saumell, R., Forgas-Coll, S., Sánchez-García, J., Robres, E. (2019). User acceptance of mobile apps for restaurants: An expanded and extended UTAUT-2. Sustainability, 11(4), 1210.
  • Park, E., Baek, S., Ohm, J., Chang, H. J. (2014). Determinants of player acceptance of mobile social network games: An application of extended technology acceptance model. Telematics and Informatics, 31(1), 3-15.
  • Phillips, C., Johnson, D., Klarkowski, M., White, M. J., Hides, L. (2018). The impact of rewards and trait reward responsiveness on player motivation. In Proceedings of the 2018 Annual Symposium on Computer-Human Interaction in Play (pp. 393-404).
  • Podsakoff, P. M., MacKenzie, S. B., Lee, J. Y., Podsakoff, N. P. (2003). Common method biases in behavioral research: a critical review of the literature and recommended remedies. Journal of Applied Psychology, 88(5), 879-903.
  • Rafdinal, W., Qisthi, A., Asrilsyak, S. (2020). Mobile game adoption model: Integrating technology acceptance model and game features. Sriwijaya International Journal of Dynamic Economics and Business, 4(1), 43-56.
  • Ramírez-Correa, P., Rondán-Cataluña, F. J., Arenas-Gaitán, J., Martín-Velicia, F. (2019). Analysing the acceptation of online games in mobile devices: An application of UTAUT2. Journal of Retailing and Consumer Services, 50, 85-93.
  • Statista. (2021a). Number of mobile app downloads worldwide from 2017 to 2025, by segment. https://www.statista.com/forecasts/1262881/mobile-app-download-worldwide-by-segment (Accessed June 03, 2022).
  • Statista. (2021b). Mobile gaming app revenue worldwide from 2019 to 2024. https://www.statista.com/statistics/511639/global-mobile-game-app-revenue/ (Accessed June 03, 2022).
  • Statista. (2022a). Number of smartphone subscriptions worldwide from 2016 to 2027. https://www.statista.com/statistics/330695/number-of-smartphone-users-worldwide/ (Accessed June 03, 2022).
  • Statista. (2022b). Number of mobile app downloads worldwide from 2016 to 2021. https://www.statista.com/statistics/271644/worldwide-free-and-paid-mobile-app-store-downloads/ (Accessed June 04, 2022).
  • Venkatesh, V., Morris, M. G., Davis, G. B., Davis, F. D. (2003). User acceptance of information technology: Toward a unified view. MIS Quarterly, 425-478.
  • Venkatesh, V., Thong, J. Y., Xu, X. (2012). Consumer acceptance and use of information technology: extending the unified theory of acceptance and use of technology. MIS Quarterly, 157-178.
  • Yi, Y. & Jeon, H. (2003). Effects of loyalty programs on value perception, program loyalty, and brand loyalty. Journal of The Academy of Marketing Science, 31(3), 229-240.
  • Zhou, T. (2013). Understanding the effect of flow on user adoption of mobile games. Personal and Ubiquitous Computing, 17(4), 741-748.

DETERMINANTS OF ADOPTION OF MOBILE GAMES: EXTENDING UTAUT2 WITH TRUST AND REWARD

Year 2023, Volume: 24 Issue: 45, 505 - 520, 31.07.2023
https://doi.org/10.21550/sosbilder.1248688

Abstract

This paper's goal is to investigate the variables influencing mobile gaming players' behavior intention based on the unified theory of acceptance and use of technology 2 (UTAUT2) model. The UTAUT2 model is expanded by adding variables, trust, and reward, in addition to the model’s variables. The behavior intention to adopt mobile game is used and usage behavior is taken as the dependent variable. A survey is conducted and a sample of 474 mobile game players in Turkey is analyzed through structural equation modeling approach. The results indicate that reward has the most influential effect on behavior intention, followed by trust, price value, habit, social influence, performance expectancy, facilitating conditions, hedonic motivation, and effort expectancy. Besides, behavior intention has a significant positive effect on the usage behavior. The findings of the research fill the gap in existing literature on mobile games as well as provide valuable base for forthcoming research findings in mobile games.

References

  • Ajzen, I. (1991). The theory of planned behavior. Organizational Behavior and Human Decision Processes, 50(2), 179-211.
  • Alalwan, A. A., Dwivedi, Y. K., Rana, N. P. (2017). Factors influencing adoption of mobile banking by Jordanian bank customers: Extending UTAUT2 with trust. International Journal of Information Management, 37(3), 99-110.
  • Alzahrani, A. I., Mahmud, I., Ramayah, T., Alfarraj, O., Alalwan, N. (2017). Extending the theory of planned behavior (TPB) to explain online game playing among Malaysian undergraduate students. Telematics and Informatics, 34(4), 239-251.
  • Anderson, J. C. & Gerbing, D. W. (1988). Structural equation modeling in practice: A review and recommended two-step approach. Psychological Bulletin, 103(3), 411.
  • Baabdullah, A. M. (2018). Consumer adoption of Mobile Social Network Games (M-SNGs) in Saudi Arabia: The role of social influence, hedonic motivation and trust. Technology in Society, 53, 91-102.
  • Baabdullah, A. M. (2020). Factors influencing adoption of mobile social network games (M-SNGs): The role of awareness. Information Systems Frontiers, 22(2), 411-427.
  • Bagozzi, R. P. & Edwards, J. R. (1998). A general approach for representing constructs in organizational research. Organizational Research Methods, 1(1), 45-87.
  • Bagozzi, R. P. & Yi, Y. (1988). On the evaluation of structural equation models. Journal of The Academy of Marketing Science, 16(1), 74-94.
  • Bose, I. & Yang, X. (2011). Enter the Dragon: Khillwar’s foray into the mobile gaming market of China. Communications of the Association for Information Systems, 29(1), 551-564.
  • Chen, L. S. L. & Kuan, C. J. (2012). Customer acceptance of playing online game on mobile phones. International Journal of Mobile Communications, 10(6), 598-616.
  • Cheng, Y., Sharma, S., Sharma, P., Kulathunga, K. M. M. C. B. (2020). Role of personalization in continuous use intention of Mobile news apps in India: Extending the UTAUT2 model. Information, 11(33), 1-24.
  • Davis, F. D. (1989). Perceived usefulness, perceived ease of use, and user acceptance of information technology. MIS Quarterly, 319-340.
  • Dodds, W. B., Monroe, K. B., Grewal, D. (1991). Effects of price, brand, and store information on buyers’ product evaluations. Journal of Marketing Research, 28(3), 307-319.
  • Doney, P. M., Cannon, J. P., Mullen, M. R. (1998). Understanding the influence of national culture on the development of trust. Academy of Management Review, 23(3), 601-620.
  • Fornell, C. & Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research, 18(1), 39-50.
  • GamingInTurkey. (2021). Turkey game market report 2021. https://www.gaminginturkey.com/en/turkey-game-market-report-2021-published/ (Accessed June 04, 2022).
  • Gefen, D., Karahanna, E., Straub, D. W. (2003). Trust and TAM in online shopping: An integrated model. MIS Quarterly, 51-90.
  • Gökalp, E. (2014). Determinants of acceptance of mobile games through structural equation modeling. L. Mola, A. Carugati, A. Kokkinaki, N. Pouloudi (Ed.), In Proceedings of the 8th Mediterranean Conference on Information Systems, Verona, Italy, September 03-05 (pp. 1-12).
  • Groening, C. & Binnewies, C. (2019). “Achievement unlocked!”-The impact of digital achievements as a gamification element on motivation and performance. Computers in Human Behavior, 97, 151-166.
  • Ha, I., Yoon, Y., Choi, M. (2007). Determinants of adoption of mobile games under mobile broadband wireless access environment. Information & Management, 44(3), 276-286.
  • Hair, J. F., Anderson, R. E., Babin, B. J., Black, W. C. (2010), Multivariate Data Analysis: A Global Perspective. Vol. 7, Pearson Publisher.
  • Hew, J. J., Lee, V. H., Ooi, K. B., Wei, J. (2015). What catalyses mobile apps usage intention: an empirical analysis. Industrial Management & Data Systems, 115(7), 1269-1291.
  • Hsiao, K. L. & Chen, C. C. (2016). What drives in-app purchase intention for mobile games? An examination of perceived values and loyalty. Electronic Commerce Research and Applications, 16, 18-29.
  • Huang, C. Y., Hsu, C. H., Chen, D. Y., Chen, K. T. (2014). Quantifying user satisfaction in mobile cloud games. In MoViD’14: Proceedings of Workshop on Mobile Video Delivery (pp. 1-6), Association for Computing Machinery.
  • Kaltum, U., Rimadina, R., Zusnita, W. (2018). The technology acceptance model for playing mobile games in Indonesia. KnE Social Sciences, 3(10).
  • Kline, R. B. (2005). Principles and practice of structural equation modelling. The Guilford Press.
  • Kline, R. B. (2011). Principles and practice of structural equation modeling. The Guildford Press.
  • Kwon, O. & Wen, Y. (2010). An empirical study of the factors affecting social network service use. Computers in Human Behavior, 26(2), 254-263.
  • Kumar, K. A. & Acharjya, B. (2017). Understanding behavioural intention for adoption of mobile games. ASBM Journal of Management, 10(1), 6.
  • Lee, J., Suh, E., Park, H., Lee, S. (2018). Determinants of users’ intention to purchase probability-based items in mobile social network games: A case of South Korea. IEEE Access, 6, 12425-12437.
  • Liang, T. P. & Yeh, Y. H. (2011). Effect of use contexts on the continuous use of mobile services: the case of mobile games. Personal and Ubiquitous Computing, 15(2), 187-196.
  • Liu, Y. & Li, H. (2011). Exploring the impact of use context on mobile hedonic services adoption: An empirical study on mobile gaming in China. Computers in Human Behavior, 27(2), 890-898.
  • Lu, H. P. & Su, P. Y. J. (2009). Factors affecting purchase intention on mobile shopping web sites. Internet Research, 19(4), 442-458.
  • Marriott, H. R. & Williams, M. D. (2018). Exploring consumers perceived risk and trust for mobile shopping: A theoretical framework and empirical study. Journal of Retailing and Consumer Services, 42, 133-146.
  • Owusu Kwateng, K., Osei Atiemo, K. A., Appiah, C. (2018). Acceptance and use of mobile banking: an application of UTAUT2. Journal of Enterprise Information Management, 32(1), 118-151.
  • Palau-Saumell, R., Forgas-Coll, S., Sánchez-García, J., Robres, E. (2019). User acceptance of mobile apps for restaurants: An expanded and extended UTAUT-2. Sustainability, 11(4), 1210.
  • Park, E., Baek, S., Ohm, J., Chang, H. J. (2014). Determinants of player acceptance of mobile social network games: An application of extended technology acceptance model. Telematics and Informatics, 31(1), 3-15.
  • Phillips, C., Johnson, D., Klarkowski, M., White, M. J., Hides, L. (2018). The impact of rewards and trait reward responsiveness on player motivation. In Proceedings of the 2018 Annual Symposium on Computer-Human Interaction in Play (pp. 393-404).
  • Podsakoff, P. M., MacKenzie, S. B., Lee, J. Y., Podsakoff, N. P. (2003). Common method biases in behavioral research: a critical review of the literature and recommended remedies. Journal of Applied Psychology, 88(5), 879-903.
  • Rafdinal, W., Qisthi, A., Asrilsyak, S. (2020). Mobile game adoption model: Integrating technology acceptance model and game features. Sriwijaya International Journal of Dynamic Economics and Business, 4(1), 43-56.
  • Ramírez-Correa, P., Rondán-Cataluña, F. J., Arenas-Gaitán, J., Martín-Velicia, F. (2019). Analysing the acceptation of online games in mobile devices: An application of UTAUT2. Journal of Retailing and Consumer Services, 50, 85-93.
  • Statista. (2021a). Number of mobile app downloads worldwide from 2017 to 2025, by segment. https://www.statista.com/forecasts/1262881/mobile-app-download-worldwide-by-segment (Accessed June 03, 2022).
  • Statista. (2021b). Mobile gaming app revenue worldwide from 2019 to 2024. https://www.statista.com/statistics/511639/global-mobile-game-app-revenue/ (Accessed June 03, 2022).
  • Statista. (2022a). Number of smartphone subscriptions worldwide from 2016 to 2027. https://www.statista.com/statistics/330695/number-of-smartphone-users-worldwide/ (Accessed June 03, 2022).
  • Statista. (2022b). Number of mobile app downloads worldwide from 2016 to 2021. https://www.statista.com/statistics/271644/worldwide-free-and-paid-mobile-app-store-downloads/ (Accessed June 04, 2022).
  • Venkatesh, V., Morris, M. G., Davis, G. B., Davis, F. D. (2003). User acceptance of information technology: Toward a unified view. MIS Quarterly, 425-478.
  • Venkatesh, V., Thong, J. Y., Xu, X. (2012). Consumer acceptance and use of information technology: extending the unified theory of acceptance and use of technology. MIS Quarterly, 157-178.
  • Yi, Y. & Jeon, H. (2003). Effects of loyalty programs on value perception, program loyalty, and brand loyalty. Journal of The Academy of Marketing Science, 31(3), 229-240.
  • Zhou, T. (2013). Understanding the effect of flow on user adoption of mobile games. Personal and Ubiquitous Computing, 17(4), 741-748.
There are 49 citations in total.

Details

Primary Language English
Subjects Business Administration
Journal Section Articles
Authors

Görkem Erdoğan 0000-0002-2417-2718

Publication Date July 31, 2023
Published in Issue Year 2023 Volume: 24 Issue: 45

Cite

APA Erdoğan, G. (2023). DETERMINANTS OF ADOPTION OF MOBILE GAMES: EXTENDING UTAUT2 WITH TRUST AND REWARD. Uludağ Üniversitesi Fen-Edebiyat Fakültesi Sosyal Bilimler Dergisi, 24(45), 505-520. https://doi.org/10.21550/sosbilder.1248688