Online gaming is a burgeoning market with growth potential and is developing rapidly. The entertainment-oriented features of such online games play experience motives for users. The global market of games will reach approximately US$ 1.3 billion annually. The technology acceptance model (TAM), including perceived ease of use (PE) and perceived usefulness (PU) and intention in accepting new technologies, is one of the most widely examined models used to test consumer acceptance of new information technology. Electronic word of mouth (EWOM) and flow experience (FE) also influence continuance intention of online games. However, the introduction of these factors was not utilized accurately. Therefore, the challenges for service providers are to identify key obstacles affecting the continuance intention of online games. In this study, we examined the role of TAM, FE and assess the influence of TRI on these factors toward continuance intention of online games. This model was tested with data from 686 current online game players who answered an online questionnaire. The structural equation model analysis confirmed that EWOM, FE and PU have a positive effect on continuance intention with statistical significance. The implications of this study are also discussed.
Chen, Huei-Huang and Chen, Shih‐Chih, "The Impace of Elcetronic Word-of-Mouth and Flow Experience on Continuance Intention" (2010). ICEB 2010 Proceedings. 57.