| dc.description.abstract | As a result of the continuous development of Internet in recent years, business opportunities and consumer groups of online games becomes increasingly larger. Through the online interfaces, consumers are able to interact more frequently and vigorously in the imaginary community. As new online games continue to evolve and grow, it is a common goal that all vendors would like to obtain a higher market share. However, the driving force for the players to continue playing certain games depends entirely on the satisfaction and enjoyment the players gain from the games themselves. Therefore, the understanding of the factors that control the joy level of the players would lead to an increase of returning players, and eventually, a larger market share amongst the competitive market.
Referring to the models presented by Wu et al. (2008) which augmented the theory of reasoned action (TRA) with the enjoyment, this study investigates the key elements to determining factors that control the return of players and the joy experience. This study also investigates the impact of enjoyment on behavioral attitude and behavioral intention. Meanwhile, the study also aims to investigate the applicability of the models presented by Lu and Wang (2008), which investigate the descriptive norms influence, to online gaming enjoyment.
This study has selected people who have been involved in online games as research subjects. A total of 610 questionnaires were obtained through internet. The empirical results were validated by using SPSS and AMOS, which conducts a structural estimation model. The findings are as follow:
1.The key elements to online games, which are story, graphics, sounds, length and control, all have positive and direct effects on online gaming enjoyment.
2.The results indicate that perceived descriptive norm has positive and direct effects on online gaming enjoyment.
3.The enjoyment the players perceived in the online games has a positive and significant impact on attitude toward the online game, and the intention to playing the online game continuously.
4.The attitude of the players toward the online game has positive and significant impact on intention to continue playing the online game.
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