Understanding online gamers' intention to play games online and effects on their loyalty: an integration of IDT, TAM, and TPB

Agag, G. ORCID: 0000-0002-5513-0828, Khashan, M.A. and ElGayaar, M.H., 2019. Understanding online gamers' intention to play games online and effects on their loyalty: an integration of IDT, TAM, and TPB. Journal of Customer Behavior, 18 (2), pp. 101-130. ISSN 1475-3928

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Abstract

The theoretical understanding of e-commerce has received much attention over the past years; however, relatively little focus has been directed to online gaming. Therefore, this paper aims to examine the antecedents of Online Gamers' Intention to play games online and its effect on their loyalty based on integrating three well-recognized theories. Using PLS-SEM approach to analyze the data collected from 1,660 online gamer, the results show the integration between IDT, TAM, and TPB provide a suitable explanation for Online Gamers' Intention to play online games. Intentions to play online games are mostly determined by attitude, compatibility, and social interactions. Furthermore, gender plays a key role in understanding online gamers' intention to play and their loyalty. The findings also offer essential implications for online gaming developers and marketers.

Item Type: Journal article
Publication Title: Journal of Customer Behavior
Creators: Agag, G., Khashan, M.A. and ElGayaar, M.H.
Publisher: Westburn
Date: 1 June 2019
Volume: 18
Number: 2
ISSN: 1475-3928
Identifiers:
NumberType
10.1362/147539219X15633616548597DOI
1067861Other
Divisions: Schools > Nottingham Business School
Depositing User: Linda Sullivan
Date Added: 05 Jun 2019 08:31
Last Modified: 24 Oct 2019 15:05
URI: http://irep.ntu.ac.uk/id/eprint/36706

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