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Factors Affecting Woman's Continuance Intention for Mobile Games

Factors Affecting Woman's Continuance Intention for Mobile Games

Pinghao Ye, Liqiong Liu, Linxia Gao, Quanjun Mei
ISBN13: 9781668475898|ISBN10: 1668475898|EISBN13: 9781668475904
DOI: 10.4018/978-1-6684-7589-8.ch087
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MLA

Ye, Pinghao, et al. "Factors Affecting Woman's Continuance Intention for Mobile Games." Research Anthology on Game Design, Development, Usage, and Social Impact, edited by Information Resources Management Association, IGI Global, 2023, pp. 1795-1817. https://doi.org/10.4018/978-1-6684-7589-8.ch087

APA

Ye, P., Liu, L., Gao, L., & Mei, Q. (2023). Factors Affecting Woman's Continuance Intention for Mobile Games. In I. Management Association (Ed.), Research Anthology on Game Design, Development, Usage, and Social Impact (pp. 1795-1817). IGI Global. https://doi.org/10.4018/978-1-6684-7589-8.ch087

Chicago

Ye, Pinghao, et al. "Factors Affecting Woman's Continuance Intention for Mobile Games." In Research Anthology on Game Design, Development, Usage, and Social Impact, edited by Information Resources Management Association, 1795-1817. Hershey, PA: IGI Global, 2023. https://doi.org/10.4018/978-1-6684-7589-8.ch087

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Abstract

The article finds the main factors affecting women's continuance intention for mobile games, and analyze how and to what extent these factors affect women's continuance intention for mobile games in a research model. In this study, a Model of Factors Affecting Women's continued interest in mobile gaming is comprised of eight variables and relevant hypotheses has been created based on a technology acceptance model (TAM), and three theories of flow theory, the theory of scenarios, and customer satisfaction theory. Also, a questionnaire survey involving 319 female mobile gamers was conducted, and all hypotheses have been verified using a structural equation model. Research results show that the perceived challenges, novelty, and cost of mobile games had significant positive effects on the perceived enjoyment of female mobile gamers; the mobility of mobile games had significant positive effects on the perceived ease-of-use of female mobile gamers; perceived enjoyment and ease-of-use had significant positive effects on female gamers' continuance intention for mobile games; while the security of mobile games had no significant effect on the perceived ease-of-use of female mobile gamers.