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URN etd-0824110-053711 Statistics This thesis had been viewed 3713 times. Download 6021 times. Author Cheng-Jen Mao Author's Email Address email@example.com Department Information Management Year 2009 Semester 2 Degree Master Type of Document Master's Thesis Language zh-TW.Big5 Chinese Page Count 74 Title THE IMPACT OF ELECTRONIC WORD-OF-MOUTH AND FLOW EXPERIENCE ON CONTINUANCE INTENTION：TECHNOLOGY READINESS AS MODERATOR Keyword Online games Continuance intentions Technology readiness index Technology acceptance Electronic word of mouth Flow experience Flow experience Electronic word of mouth Technology acceptance Technology readiness index Continuance intentions Online games Abstract Online game is a burgeoning business market sector with growth potential and the market is developing rapidly, the entertainment-oriented features of such online games play experience motives for users, the market of the global of the games will reach US$ 1.3billin annually approximately.
Technology acceptance model（TAM）, including perceived ease of use（PE）and perceived usefulness（PU）and intentions in accepting new technologies, is one of the most widely examined models used to test the consumers acceptance of new information technology. Electronic word of mouth（EWOM）and flow experience（FE）also influence continuance intentions of online games. However, the introduction of these factors was not utilized accurately. Therefore, the challenge presented here for service provider is to identify the key obstacles affecting the continuance intentions of online games. In this study, we examine the role of TAM、FE and assess the influence of TRI on these factors toward continuance intentions of online games.
This model was tested with the data from 686 current online game players who answered a structure questionnaire with online survey effectively.
Eighty percent of the study subjects were males, 87.77% was age under 30 years old, and 56.42% was college/university graduated. Over half of the studied subjects were still students, the every day online game players were higher to 70%, 63% online game players spent 1~5 hour online every time, and 23% for 5~10 hours, respectively. The structural equation model analysis confirmed that positive WON、FE and PU have a positive effect on continuance intention with statistically significantly. The study also concluded that TRI was significant effect on the relation between the studied factors and continuance intention except on the relation between positive electronic word of mouth and continuance intention.
Advisor Committee Prof. Huei-Huang Chen - advisor
Files Date of Defense 2010-06-29 Date of Submission 2010-08-26