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The defense date of the thesis is 2012-02-05
The current date is 2019-05-19
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URN etd-0205112-004221 Statistics This thesis had been viewed 1405 times. Download 0 times. Author Guo-I Hsu Author's Email Address No Public. Department Management Business Administration Year 2011 Semester 1 Degree Master Type of Document Master's Thesis Language Chinese&English Page Count 151 Title AN INTEGRATION MODEL OF USERS’ INTENTION TO PLAY MOBILE GAMES Keyword mobile games TAM TPB perceived fun perceived ease of use perceived ease of use perceived fun TPB TAM mobile games Abstract The rapid growth of mobile internet causes the transformation of games type from the video games which only can be set in fixed locations to the mobile games which are portable with cell phones. Nowadays, the mobile users can not only surf the Internet but also play interactive games with other mobile users by their cell phones. According to the report of National Communications Commission (NCC, 2010), there are approximate 12.54% mobile users who will use mobile internet to enjoy the games. This shows that playing mobile games with mobile internet becomes a popular recreation of mobile users when they have free time.
In this study, technology acceptance model (TAM) and theory of planned behavior (TPB) were combined as a theoretical basis to discuss the mobile phone users’ intention to play mobile phone games. The measurement items of all the ten constructs in this research were adopted and verified from past researches. The research model and hypotheses were tested with structural equation modeling (SEM). The results showed that the perceived usefulness in the TAM model had positive impact on perceived fun, and perceived fun in turns had positive impact on users’ intention of mobile games through their attitude toward mobile games. Moreover, mobile games users’ perceived usefulness would have positive impact on their attitude toward mobile games and in turns have positive impact on their use intention. Although some of the constructs in TAM model do not have direct impacts on users’ intention of mobile games, all the constructs in TAM model have direct or indirect effects on users’ intention of mobile games. The results indicated that technology acceptance model (TAM) and theory of planned behavior (TPB) can predict the users’ intention to play mobile games.
This study also gave some suggestions to the mobile game industry and strategy. Mobile phone users have to pay extra fee for using the full version of the mobile games. Therefore, the mobile game industry can lower the price of downloading mobile games to enhance users’ intention. Moreover, the mobile game industry also can design more subtle and realistic picture of the games to increase mobile games users’ intention.
Advisor Committee Mei-Fang Chen - advisor
Files Date of Defense 2011-12-29 Date of Submission 2012-02-05