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The Moderating Effect of Personal Innovativeness on Online Game Acceptance, Using The Hedonic Information System

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키워드

주제분류경영학

초록

This study approaches online games from the perspective of the hedonic information system and presents a theoretical model to explain online game acceptance by expanding the study of Van der Heijden (2004) and the Technology Acceptance Model (TAM). The important variables of this model included perceived usefulness, perceived easiness, and perceived enjoyment. Also, we investigate a moderating effect of personal innovativeness on online game acceptance. The subjects were divided into a highly innovative group (191 persons) and a low innovative group (149 persons) based on the median value of innovativeness using the PLS (Partial Least Squares) method. An empirical analysis of the subjects found that among the total group, perceived easiness, perceived enjoyment, and perceived usefulness of the game influenced the intent of acceptance, in that order. On the other hand, comparative research of the two groups based on innovativeness found that the highly innovative group showed high intent of game acceptance if a game agreed with the subjects’useful values, even if it was somewhat inconvenient, whilst easiness of a game was the greatest influencing factor in the low innovative group. In addition, the enjoyment of a game, which is the intrinsic value of a game, was an important factor in both groups without statistical difference.

Abstract

This study approaches online games from the perspective of the hedonic information system and presents a theoretical model to explain online game acceptance by expanding the study of Van der Heijden (2004) and the Technology Acceptance Model (TAM). The important variables of this model included perceived usefulness, perceived easiness, and perceived enjoyment. Also, we investigate a moderating effect of personal innovativeness on online game acceptance. The subjects were divided into a highly innovative group (191 persons) and a low innovative group (149 persons) based on the median value of innovativeness using the PLS (Partial Least Squares) method. An empirical analysis of the subjects found that among the total group, perceived easiness, perceived enjoyment, and perceived usefulness of the game influenced the intent of acceptance, in that order. On the other hand, comparative research of the two groups based on innovativeness found that the highly innovative group showed high intent of game acceptance if a game agreed with the subjects’useful values, even if it was somewhat inconvenient, whilst easiness of a game was the greatest influencing factor in the low innovative group. In addition, the enjoyment of a game, which is the intrinsic value of a game, was an important factor in both groups without statistical difference.

참고문헌 (45)

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