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Why Do People Play Social Network Games?
Unformatted Document Text:  t=4.001) and this effect transcends the path of PE to intention. In the same manner, the effect of PS on PU also influences the secondary effect of PU on intention. Thus, it can be said that PP and PS not only play facilitating roles but also moderating roles by enhancing other paths. Given the significances of PS and PP, it is worthwhile performing further investigation to identify possible relations with other factors. An extended model (Figure 3) tested the following: (1) the interaction effect between PP and PS; and (2) the antecedents of PP and PS. The extended model showed the significant effects of the interaction between PP and PS as well as the clear role of flow as an antecedent to PP and PS. The extended model shows a better fit and has greater explanatory power than the initial model (R 2 =0.45 0.58 for attitude; R 2 =0.390.47 for intention). This represents an important theoretical contribution in TAM as well as game research literature. Previous literatures have researched the antecedents of PU and PE. This model not only identified the antecedents of PE and PU but also extended this by showing the antecedents of the antecedents for PE and PU. In the extended model, flow clearly influences both PP and PS. The model further shows that flow apparently plays a role in enhancing intention. This finding supports previous research on flow (Nowak & Biocca, 2003; Shin & Kim, 2008). Considering the high level significance of PP, it is reasonable to argue that enhanced feelings of playfulness result in improved perception of flow. Recent research on flow indicates that flow plays important roles in determining a person’s behavioral intention and actual behavior (Park et al, In-press). The findings of this study advance previous studies by clarifying the relationship between flow, PP and PS in an SNG context. The extended model shows that flow relates significantly to perceptions of security and playfulness. While a moderate correlation exists between PE and PU, flow also has a significant effect on attitude. This effect implies a clear mediating effect of flow on intention through PP and PS. This mediating effect is resonant with the finding by Weibel et al. (2008) on the mediating role of flow in online games. 19

Authors: Shin, Dong-Hee. and Kim, Tae-Yang.
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t=4.001) and this effect transcends the path of PE to intention. In the same manner, the effect of PS on PU 
also influences the secondary effect of PU on intention. Thus, it can be said that PP and PS not only play 
facilitating roles but also moderating roles by enhancing other paths. 
Given the significances of PS and PP, it is worthwhile performing further investigation to 
identify possible relations with other factors. An extended model (Figure 3) tested the following: (1) the 
interaction effect between PP and PS; and (2) the antecedents of PP and PS. The extended model showed 
the significant effects of the interaction between PP and PS as well as the clear role of flow as an 
antecedent to PP and PS. The extended model shows a better fit and has greater explanatory power than 
the initial model (R
2
=0.45 0.58 for attitude; R
2
=0.390.47 for intention). This represents an important 
theoretical contribution in TAM as well as game research literature. Previous literatures have researched 
the antecedents of PU and PE. This model not only identified the antecedents of PE and PU but also 
extended this by showing the antecedents of the antecedents for PE and PU. In the extended model, flow 
clearly influences both PP and PS.  
The model further shows that flow apparently plays a role in enhancing intention. This finding 
supports previous research on flow (Nowak & Biocca, 2003; Shin & Kim, 2008). Considering the high 
level significance of PP, it is reasonable to argue that enhanced feelings of playfulness result in improved 
perception of flow. Recent research on flow indicates that flow plays important roles in determining a 
person’s behavioral intention and actual behavior (Park et al, In-press). The findings of this study advance 
previous studies by clarifying the relationship between flow, PP and PS in an SNG context. The extended 
model shows that flow relates significantly to perceptions of security and playfulness. While a moderate 
correlation exists between PE and PU, flow also has a significant effect on attitude. This effect implies a 
clear mediating effect of flow on intention through PP and PS. This mediating effect is resonant with the 
finding by Weibel et al. (2008) on the mediating role of flow in online games.
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