{"title":"Understanding Continuance Intention to Play Online Games: The Roles of Hedonic Value, Utilitarian Value and Perceived Risk","authors":"T. Sharma, Preeti Tak, Ankit Kesharwani","doi":"10.1080/15332861.2020.1756189","DOIUrl":null,"url":null,"abstract":"Abstract The current study examines how the perception of negative consequences or risks interacts with hedonic and utilitarian values in predicting gamers’ continuance intention to play online games. We examine the proposed model by conducting an empirical study of the responses of two hundred and one (201) online gamers using structural equation modeling. From our results, hedonic value positively impacts the continuance intention to play online games, whereas utilitarian value does not significantly impact online gaming behavior. Furthermore, at higher perceived risk levels, hedonic value enhances the online game continuance intention whereas utilitarian value has insignificant effect. At low perceived risk levels, both hedonic and utilitarian values have significant effect on continuance intentions to play online games. The study discusses the theoretical contributions as well as practical implications of our findings.","PeriodicalId":46488,"journal":{"name":"Journal of Internet Commerce","volume":"19 1","pages":"346 - 372"},"PeriodicalIF":4.1000,"publicationDate":"2020-04-29","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1080/15332861.2020.1756189","citationCount":"12","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"Journal of Internet Commerce","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.1080/15332861.2020.1756189","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q2","JCRName":"BUSINESS","Score":null,"Total":0}
引用次数: 12
Abstract
Abstract The current study examines how the perception of negative consequences or risks interacts with hedonic and utilitarian values in predicting gamers’ continuance intention to play online games. We examine the proposed model by conducting an empirical study of the responses of two hundred and one (201) online gamers using structural equation modeling. From our results, hedonic value positively impacts the continuance intention to play online games, whereas utilitarian value does not significantly impact online gaming behavior. Furthermore, at higher perceived risk levels, hedonic value enhances the online game continuance intention whereas utilitarian value has insignificant effect. At low perceived risk levels, both hedonic and utilitarian values have significant effect on continuance intentions to play online games. The study discusses the theoretical contributions as well as practical implications of our findings.
期刊介绍：
The business world has undergone many changes because of information technology, and the impact of the Internet may cause one of the biggest yet. While many people use the Internet for educational and entertainment purposes, organizations and companies are looking for ways to tie their internal networks to this global network to conduct electronic commerce. While companies have been conducting business electronically with suppliers and customers for many years, conducting online commerce via the Internet offers even greater opportunities for multinational, national, and even small businesses to cut costs, improve efficiency, and reach a global market.
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