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Why Do People Play Social Network Games?
Unformatted Document Text:  increasing trend of social gaming with fake profiles and bots that send spam messages to groups. Unlike regular social networking spam where users are enticed to add the spammer to their circle of friends, social gaming-related phony profiles are willingly added by users as an instant consequence of their interest in broadening the community of supportive players. This makes it difficult for bogus accounts to be automatically suspended, since the actions of spammers do not constitute abuse. In short, the security implications are numerous, ranging from the consolidation and increase of spamming power, data and ID theft and accounts hijacking to malware dissemination. These threats could reduce the playability of SNGs and thus user enjoyment of games would also be dwindled. 3. Acceptance model of SNGs 3.1. Attitude toward social network services The Theory of Reasoned Action (TRA) suggests that the performance of a specified behavior by an individual is determined by his or her behavioral intention to do it, which is jointly determined by the person’s attitudes and subjective norms (Ajzen & Fishbein, 1980). The best predictor of behavior is intention, which is the cognitive representation of a person’s readiness to perform a given behavior. The TRA defines an attitude toward a behavior as an individual’s positive or negative feeling about performing the target behavior, while a subjective norm refers to a person’s perception as to whether most people who are important to him/her think he/she should/should not perform the behavior in question. In addition, a person’s attitude toward a behavior is determined by his/her salient beliefs and evaluations. Based on the theoretical foundation, the general causalities found in the TRA also apply in a SNG context. H1: Attitude toward SNGs has a positive effect on the intention to play SNGs. H11: Intention has a positive influence on actual behavior of SNGs. 3.2. Perceived enjoyment 7

Authors: Shin, Dong-Hee. and Kim, Tae-Yang.
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increasing trend of social gaming with fake profiles and bots that send spam messages to groups. Unlike 
regular social networking spam where users are enticed to add the spammer to their circle of friends, 
social gaming-related phony profiles are willingly added by users as an instant consequence of their 
interest in broadening the community of supportive players. This makes it difficult for bogus accounts to 
be automatically suspended, since the actions of spammers do not constitute abuse.
 
In short, the security 
implications are numerous, ranging from the consolidation and increase of spamming power, data and ID 
theft and accounts hijacking to malware dissemination. These threats could reduce the playability of 
SNGs and thus user enjoyment of games would also be dwindled.
3. Acceptance model of SNGs
3.1. Attitude toward social network services
The Theory of Reasoned Action (TRA) suggests that the performance of a specified behavior by 
an individual is determined by his or her behavioral intention to do it, which is jointly determined by the 
person’s attitudes and subjective norms (Ajzen & Fishbein, 1980). The best predictor of behavior is 
intention, which is the cognitive representation of a person’s readiness to perform a given behavior. The 
TRA defines an attitude toward a behavior as an individual’s positive or negative feeling about 
performing the target behavior, while a subjective norm refers to a person’s perception as to whether most 
people who are important to him/her think he/she should/should not perform the behavior in question. In 
addition, a person’s attitude toward a behavior is determined by his/her salient beliefs and evaluations. 
Based on the theoretical foundation, the general causalities found in the TRA also apply in a SNG 
context.
H1: Attitude toward SNGs has a positive effect on the intention to play SNGs.
H11: Intention has a positive influence on actual behavior of SNGs.
3.2. Perceived enjoyment
7


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