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Why Do People Play Social Network Games?
Unformatted Document Text:  SNGs are a hedonic system that offers entertaining content and playful services. As a hedonic system, SNGs are better suited to enjoyment than ease of use systems. While Davis et al. (1992) classify enjoyment as a type of intrinsic motivation and PU as a type of extrinsic motivation, they define enjoyment as the extent to which computer system usage is perceived to be personally enjoyable in its own right aside from the instrumental value of the technology. Shin (2009) researched online services from the perspective of utilitarian and hedonic frameworks and found that PE as a hedonic purpose strongly influenced online use for entertainment purposes. It can be hypothesized that people seek the hedonic SNS for entertaining purposes. H2: PE has a positive effect on intention to use SNGs. H3: PE has a positive effect on attitude towards SNGs. 3.3. Perceived playfulness Perceived playfulness (PP), which is an intrinsic motivator toward technology, is defined as the level of user curiosity during an interaction with a technology (Moon & Kim, 2001). The PP used by Moon and Kim (2001) provides a better explanation than the original one proposed by Davis (1989). They found that PP was positively related to attitude toward use and perceived ease of use. However, in Moon & Kim’s study, all possible Internet applications are generalized by the Web. Our study extends Moon and Kim’s work by exploring the role of PP in the context of SNGs. This extension nicely fits into a social game context, which needs to have a number of elements that encourage player engagement amongst friends. It needs to provide users with different ways to interact with their real world associates. These elements can be well represented by PP. While relations between PP and attitude/intention have been included in several other studies (e.g., Chung & Tan, 2004), no research investigates how playfulness is related to enjoyment. H4: PP has a positive effect on PE of SNGs. 8

Authors: Shin, Dong-Hee. and Kim, Tae-Yang.
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SNGs are a hedonic system that offers entertaining content and playful services. As a hedonic 
system, SNGs are better suited to enjoyment than ease of use systems. While Davis et al. (1992) classify 
enjoyment as a type of intrinsic motivation and PU as a type of extrinsic motivation, they define 
enjoyment as the extent to which computer system usage is perceived to be personally enjoyable in its 
own right aside from the instrumental value of the technology. Shin (2009) researched online services 
from the perspective of utilitarian and hedonic frameworks and found that PE as a hedonic purpose 
strongly influenced online use for entertainment purposes. It can be hypothesized that people seek the 
hedonic SNS for entertaining purposes.
H2: PE has a positive effect on intention to use SNGs.
H3: PE has a positive effect on attitude towards SNGs.
3.3. Perceived playfulness 
Perceived playfulness (PP), which is an intrinsic motivator toward technology, is defined as the 
level of user curiosity during an interaction with a technology (Moon & Kim, 2001). The PP used by 
Moon and Kim (2001) provides a better explanation than the original one proposed by Davis (1989). 
They found that PP was positively related to attitude toward use and perceived ease of use. However, in 
Moon & Kim’s study, all possible Internet applications are generalized by the Web. Our study extends 
Moon and Kim’s work by exploring the role of PP in the context of SNGs. This extension nicely fits into 
a social game context, which needs to have a number of elements that encourage player engagement 
amongst friends. It needs to provide users with different ways to interact with their real world associates. 
These elements can be well represented by PP. While relations between PP and attitude/intention have 
been included in several other studies (e.g., Chung & Tan, 2004), no research investigates how 
playfulness is related to enjoyment.
H4: PP has a positive effect on PE of SNGs.
8


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