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Why Do People Play Social Network Games?
Unformatted Document Text:  H6: PU Intention 0.41* 4.203 Yes H7: PU  Attitude 0.27 0.413 No H8: PS  PU 0.58** 3.232 Yes H9: PS  Attitude 0.50** 5.280 Yes H10: Flow  Intention 0.41* 3.935 Yes H11: Intention  Behavior 0.39* 2.135 Yes * p<0.05; ** p<0.001 Figure 2. Research result 6. Discussion: Extended model This study developed a theoretical framework describing a motivation-based decision-making process and tested the proposed model using a structural-equation modeling technique on SNG-user behavior. Consistent with prior literature that has investigated SNSs and online games (e.g., Dwyer et al., 2007; Gambi , 2009; Hsu & Lu, 2007; Maheswaran et al., 2007; Roca et al., 2009; Shin, 2010), evidence from this research provides empirical support for the proposed model. The results aid understanding of users’ attitudes and intentions towards SNGs, and clarify the implications for the development of Perceived enjoyment R 2 =0.32 Perceived playfulness Perceived security Perceived usefulness R 2 =0.29 AttitudeR 2 =0.45 0.49** 0.23 0.43** 0.47** 0.50** 0.29 0.41** 0.61** 0.58** Flow 0.41** * p<0.05; ** p<0.001 Intention R 2 =0.39 BehaviorR 2 =0.41 0.39* 17

Authors: Shin, Dong-Hee. and Kim, Tae-Yang.
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background image
H6: PU Intention
0.41*
4.203
Yes
H7: PU  Attitude
0.27
0.413
No
H8: PS  PU
0.58**
3.232
Yes
H9: PS  Attitude
0.50**
5.280
Yes
H10: Flow  Intention
0.41*
3.935
Yes
H11: Intention  Behavior
0.39*
2.135
Yes
* p<0.05; ** p<0.001
Figure 2. Research result 
6. Discussion: Extended model
This study developed a theoretical framework describing a motivation-based decision-making 
process and tested the proposed model using a structural-equation modeling technique on SNG-user 
behavior. Consistent with prior literature that has investigated SNSs and online games (e.g., Dwyer et al., 
2007; Gambi
2009; Hsu & Lu, 2007; Maheswaran et al., 2007; Roca et al., 2009; Shin, 2010), evidence 
from this research provides empirical support for the proposed model. The results aid understanding of 
users’ attitudes and intentions towards SNGs, and clarify the implications for the development of 
Perceived 
enjoyment
R
2
=0.32
Perceived 
playfulness
Perceived 
security
Perceived 
usefulness
R
2
=0.29 
Attitude
R
2
=0.45 
0.49**
0.23
0.43**
0.47**
0.50**
0.29
0.41*
*
0.61*
*
0.58**
Flow 
0.41**
* p<0.05; ** p<0.001
Intention 
R
2
=0.39 
Behavior
R
2
=0.41 
0.39*
17


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