Why do people play social network games?

Authors:
Dong-Hee Shin;Youn-Joo Shin
Affiliations:
Department of Interaction Science (WCU Program), Sungkyunkwan University, B307 International Hall, 53 Myeongnyun-dong 3-ga, Jongno-gu, Seoul 110-745, South Korea;Department of Interaction Science (WCU Program), Sungkyunkwan University, B307 International Hall, 53 Myeongnyun-dong 3-ga, Jongno-gu, Seoul 110-745, South Korea
Venue:
Computers in Human Behavior
Year:
2011

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Abstract

Recently, Social Network Games (SNGs) over social network services have become popular and have spawned a whole new subculture. This study examines the perceived factors which contribute to an SNG user's behaviors. It proposes an SNG acceptance model based on integrating cognitive as well as affective attitudes as primary influencing factors. Results from a survey of SNG players validate that the proposed theoretical model explains and predicts user acceptance of SNG very well. The model shows fine measurement properties and establishes the perceived playfulness and security of SNGs as distinct constructs. The findings also reveal that flow plays a moderation role that affects various paths in the model. Based on the results of this study, both the appropriate practical implications for SNG marketing strategies and the theoretical implications are provided.