The effects of human-game interaction, network externalities, and motivations on players’ use of mobile casual games
| Date | 15 October 2018 |
| Pages | 1766-1786 |
| DOI | https://doi.org/10.1108/IMDS-11-2017-0544 |
| Published date | 15 October 2018 |
| Author | Sebastian Molinillo,Francisco Muñoz-Leiva,Fátima Pérez-García |
| Subject Matter | Information & knowledge management,Information systems,Data management systems,Knowledge management,Knowledge sharing,Management science & operations,Supply chain management,Supply chain information systems,Logistics,Quality management/systems |
The effects of human-game
interaction, network externalities,
and motivations on players’use of
mobile casual games
Sebastian Molinillo
Department of Business Management, University of Malaga,
Malaga, Spain
Francisco Muñoz-Leiva
Department of Marketing and Market Research,
Faculty of Economics and Business Science,
University of Granada, Granada, Spain, and
Fátima Pérez-García
Department of Applied Economics (Statistics and Econometrics),
University of Malaga, Malaga, Spain
Abstract
Purpose –The purpose of this paper is to empirically examine the factors that influence the acceptance and
use of mobile casual games.
Design/methodology/approach –A theoretical model is proposed based on the theory of reasonable
action, the uses and gratifications theory, the network externalities (NEs) paradigm and the human–computer
interaction literature. An empirical study was conducted through an online survey of mobile casual gamers in
Spain, using a convenience sample. The proposed model was tested by an analysis of the collected data
through a structural equation model using the partial least squares method.
Findings –The results indicate that human–mobile game interaction and NEs have a significant indirect
impact on intention to play (IP), through utilitarian, hedonic and relational motivations. In addition, the full
mediation effect of attitude was found between these constructs and IP, which is a very important
determinant of actual use.
Originality/value –This study is among the few that focuses on users’acceptance of mobile games apps, the
features of which differ significantly from personal computer and console games. It highlight s the effects of
human–game interaction and NEs on the adoption of mobile casual games. Hence, the study contributes to the
theoretical and practical understanding of the factors that lead users to adopt an entertainment mobile application.
Keywords Motivations, Technology adoption, Casual game, Human–game interaction, Mobile game,
Network externalities
Paper type Research paper
1. Introduction
Mobile app services have proliferated over the last few years, especially in the hedonic
segment. It is known that the mobile game app industry is experiencing rapid growth
(Park and Kim, 2013). Mobile gaming will reach 42 percent of the global gaming market
($46.1bn) in 2017, with smartphone and tablet gaming having grown 19 percent in the last
year; in contrast, the personal computer and console markets have decreased since 2015
and in 2017 will generate 27 and 31 percent of all global game revenues, respectively
Industrial Management & Data
Systems
Vol. 118 No. 9, 2018
pp. 1766-1786
© Emerald PublishingLimited
0263-5577
DOI 10.1108/IMDS-11-2017-0544
Received 23 November 2017
Revised 4 March 2018
Accepted 8 April 2018
The current issue and full text archive of this journal is available on Emerald Insight at:
www.emeraldinsight.com/0263-5577.htm
The authors are grateful to the anonymous referees and to the editor for their insightful comments and
suggestions during the reviewing process, which were very constructive and helpful to improve the
manuscript. The authors would also like to thank Ana Gaona Mejías for his assistance with the
data collection.
1766
IMDS
118,9
(McDonald, 2017). Among the different categories of mobile games, some of the industry’s
biggest hits are casual games, like Candy Crush Saga®. Casual games are characterized by
simple rules and uncomplicated game controls; they normally have short playing sessions
and they do not require a high degree of player involvement (Kuittinen et al., 2007).
Increasing competition is encouraging game suppliers to make great efforts to gain
market share. Therefore, it would be very useful to know why people play mobile casual
games and what are the main influencing factors. However, while the adoption of online
games has inspired a number of studies in the area of computer games, little research has
been done into the adoption of mobile games, according to the literature reviews conducted
by Hamari et al. (2015) and Shaikh and Karjaluoto (2015). In comparison to other platforms,
mobile games are more accessible and convenient (Hsiao and Chen, 2016). Furthermore, the
specific features of mobile devices (screen size, visual effects, sound, connection quality, etc.)
differ significantly from the same features on a personal computer or game console, which
creates a different player experience (Liu and Li, 2011; Wei and Lu, 2014; Zhou, 2013) and,
consequently, affect his or her adoption of the technology.
Researchershave divided the literatureon online game adoption intotwo groups (Park and
Kim, 2013): one focusedon the technical side (in terms of realism, animation,scenario, sound,
visualization techniques, graphics, etc.); and the other focused on the psychological
perspective (the enjoyment of games, flow status, etc.). For instance, many researchers have
built modelsbased on the extended technologyacceptance model (Davis et al.,1992), adapting
the constructs and adding other variables such as flow experience and perceived
attractiveness(Ha et al., 2007), perceivedmobility, perceived control,perceived connectedness,
satisfaction (Par k et al., 2014), economic cost and subjective norms (Jiang et al., 2015).
Other researchers have included technological characteristics as important antecedents of
intention to use (IU), but they also exclude some important attitudinal and behavioral
variables (e.g. Choe and Schumacher, 2015; Kim, Oh, Yang and Kim, 2010). Nevertheless,
although both thepsychological and technical approaches suggestedby Park and Kim (2013)
have been found to influence the adoptionof mobile casual games, there are few studies that
make a joint analysis of both aspects.
In order to fill this gap in the literature, this research has three objectives: to propose a
model to help improve the understanding of the use of mobile casual games; to explore
whether human–mobile game interaction,network externalities (NEs) and hedonic, utilitarian
and relational motivations (RMs) have a significant impact on attitude and intention to play
(IP); and to clearly establish the influence of each factor on the adoption of mobile casual
games. The research model is based on the theoryof reasonable action (TRA) (Fishbein and
Ajzen, 1975), theuses and gratifications (U&G) theory,the NEs paradigm (Witt, 1997) and the
literature on human–computer interaction (Ghani and Deshpande, 1994).
2. Literature review
2.1 Theoretical background
Fishbein and Ajzen (1975) believed that the immediate predictor of behavior is behavioral
intention, whichis determined by attitude and social influence. Accordingto the U&G theory,
the satisfacti on of an individ ual’s expectations p ositively influen ces their attitude. The U &G
theory originatesin the field of research intomass media and tries to explain theselection and
use of media. Peopleactively select and use mediato satisfy their needs or desires,influenced
by social and psychological factors and, when those needs or desires are satisfied, this
generates gratification that shapes their perception of the medium and motivates the
individualto use it again (Rubin, 2009). Therefore,if the motivational factors thatexplain how
a person selects a medium are identified, their use could be inferred. That is, motivation is a
key element because it influences the selection and active use of the medium, as well as
the possible outcome. In recent years, studies into adoption of internet-based information
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Mobile casual
games
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