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Why Do People Play Social Network Games?
Unformatted Document Text:  effective SNG services and applications. The results of the measurement and structural-model test lend support to the proposed research model by providing a good fit to the data and by showing significant path coefficients in the model. Overall, the results show that the models demonstrate good analytical powers and explain behavioral intentions in SNGs. The research develops the constructs of PP and PS as the chief determinants of attitude toward SNG acceptance. Two significant predicators reflect current SNG trends: 1) users have concerns about the vulnerability of SNG security and privacy breaches when they play SNGs and 2) players consider the most critical factor of SNGs to be whether the game is playful and thus fun. Confidence is important and there is value in being able to explore new things in online environments (Hassanein & Head, 2007). Of the two factors affecting attitude, PP shows a much stronger effect on attitude than PS, implying a contrasting relationship between them. It can be inferred that positive factors are weighed against negative attributes. That is, players are more influenced by positive factors than negative factors when the two can coexist and interact. This finding is slightly different from previous studies (Barnes, 2007; Dwyer et al., 2007; Flavian & Guinaliu, 2006), which have argued for security over positive factors. Related to this point, the model shows the highly significant roles of PP and PS, which sharply contrast to the insignificant roles of PE and PU. Previous studies have consistently shown the significant effects of PE and PU on attitude in hedonic services (e.g., Shin, 2009; Van der Heijden, 2004). In contrast to PE and PU, PP and PS have shown significant effects on attitude in the model, which implies that the user dimensions of SNGs may be different from other SNSs or other online hedonic systems. SNGs have so many unique features that users may want to see clearer motivations than those suggested by the typical PE and PU. PP and PS represent concrete forms of PE and PU that users can feel more confident considering when formulating their attitudes. In other words, markets can provide many enjoyable and useful services, but SNG users want to clearly see what aspects are really safe to play (security) and fun to play (playability). Interestingly, while the effects of PE and PU on attitude are weak, their effects on intention turn out to be significant. This can be explained by the fact that the effect of PP on PE is strong (b=0.61**; 18

Authors: Shin, Dong-Hee. and Kim, Tae-Yang.
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effective SNG services and applications. The results of the measurement and structural-model test lend 
support to the proposed research model by providing a good fit to the data and by showing significant 
path coefficients in the model. Overall, the results show that the models demonstrate good analytical 
powers and explain behavioral intentions in SNGs.
The research develops the constructs of PP and PS as the chief determinants of attitude toward 
SNG acceptance. Two significant predicators reflect current SNG trends: 1) users have concerns about the 
vulnerability of SNG security and privacy breaches when they play SNGs and 2) players consider the 
most critical factor of SNGs to be whether the game is playful and thus fun. Confidence is important and 
there is value in being able to explore new things in online environments (Hassanein & Head, 2007). Of 
the two factors affecting attitude, PP shows a much stronger effect on attitude than PS, implying a 
contrasting relationship between them. It can be inferred that positive factors are weighed against 
negative attributes. That is, players are more influenced by positive factors than negative factors when the 
two can coexist and interact. This finding is slightly different from previous studies (Barnes, 2007; Dwyer 
et al., 2007; Flavian & Guinaliu, 2006), which have argued for security over positive factors.
Related to this point, the model shows the highly significant roles of PP and PS, which sharply 
contrast to the insignificant roles of PE and PU. Previous studies have consistently shown the significant 
effects of PE and PU on attitude in hedonic services (e.g., Shin, 2009; Van der Heijden, 2004). In contrast 
to PE and PU, PP and PS have shown significant effects on attitude in the model, which implies that the 
user dimensions of SNGs may be different from other SNSs or other online hedonic systems. SNGs have 
so many unique features that users may want to see clearer motivations than those suggested by the 
typical PE and PU. PP and PS represent concrete forms of PE and PU that users can feel more confident 
considering when formulating their attitudes. In other words, markets can provide many enjoyable and 
useful services, but SNG users want to clearly see what aspects are really safe to play (security) and fun 
to play (playability).
Interestingly, while the effects of PE and PU on attitude are weak, their effects on intention turn 
out to be significant. This can be explained by the fact that the effect of PP on PE is strong (b=0.61**; 

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