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URN etd-0630114-160832 Statistics This thesis had been viewed 921 times. Download 0 times. Author Wei-Ling Chang Author's Email Address No Public. Department Information Management Year 2013 Semester 2 Degree Master Type of Document Master's Thesis Language zh-TW.Big5 Chinese Page Count 82 Title A Study on the Continuance Intention of Social Network Games: A Case of Candy Crush Saga on Facebook Keyword Continuance Intention Social Network Games Perceived Playfulness Flow Theory Game Design Attraction Game Design Attraction Flow Theory Perceived Playfulness Social Network Games Continuance Intention Abstract There are millions of social network games. It is extremely important that the game developers design their distinct strategies and let their users use their games continually to keep sustainable. There were only a few researches about the social network games so far. This thesis research is to investigate the factors affecting the continuance intention of social network games via perceived playfulness, flow theory, game design attraction and satisfaction with the case of Candy Crush Saga.
This study used an online questionnaire to conduct a survey to the Candy Crush Saga users in Taiwan. We collected 357 valid questionnaires and analyzed the collected data by partial least square approach, including descriptive statistics, reliability analysis, validity analysis and path analysis via SPSS 18.0 and Smart PLS 2.0.
The results obtained from this study show that Candy Crush Saga users’ perceived playfulness and game design attraction would let users generate immersion; Candy Crush Saga users’ perceived playfulness, immersion and game design attraction have significant effect on their satisfaction and continuance intention. Therefore, the users’ continuance intention would be higher when they have higher perceived playfulness, immersion, game design attraction and satisfaction. Perceived playfulness has the largest positive effect on continuance intention among the antecedent variables. Consequently, if social network games developers increase playfulness of the games could extend users’ continuance intention and the life of the games.
Advisor Committee Huei-Huang Chen - advisor
Files Date of Defense 2014-06-03 Date of Submission 2014-06-30