Browsing by Subject "Intention"
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    Intention to Use a Free Voluntary Service: The Effects of Social Influence, Knowledge and Perceptions
    ( 2013) Boonlert Watjatrakul
    Purpose – This empirical study aims to understand the interrelationship among the key technology adoption factors including social influence, individual existing knowledge, and individual perceptions of technology (i.e. usefulness, ease of use, and enjoyment) and their effects on individual intention to use a free voluntary service. Design/methodology/approach – The survey method is employed to collect data from universities offering the free mobile messaging service. A structural equation modeling analysis technique is used to analyze data reliability and validity in the measurement model and examine causal relationships among the constructs in the structural model. Findings – The results show that social influence affects individual knowledge and perceptions of the service (perceived usefulness, perceived ease of use, and perceived enjoyment) and successively influences the individual intention to use the free voluntary service. This study indicates that the intrinsic value of perceived enjoyment has a greater impact than the extrinsic value of perceived usefulness in terms of its effect on individual intention to use a free voluntary service. In addition, the effect of perceived usefulness of alternative systems should be taken into account when using perceived usefulness from the technology acceptance model to predict individual’s technology adoption decisions under the free voluntary setting. Originality/value – This study fills the gap in the technology adoption literatures regarding the free voluntary service adoption based on social influence, individual knowledge, and individual perceptions of technology. It assists academics to understand the drivers of technology acceptance under the free voluntary setting and provides guidance for organizations to increase users’ acceptability of their free voluntary services.
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    A model for evaluating online game players: a study of enjoyment, interaction, flow experience, and motivation towards attitude and intention behavior in China
    (Assumption University Press, 2020) Wang, Yongshi ; Sirion Chaipoopirutana
    The purpose of this research is to findthe factors that affect Chineseonlinegameplayers. Thevariablesof this studyare human-game interaction, utilitarian motivation, hedonic motivation, flow experience, perceived enjoyment, attitude, and intention. By studying these variables, to understand the needs of Chinese online players, and to promote the development of online games. The researchers observed these variables and developedfour hypotheses to determine the influencing factorstowards attitude and intention behavior. The researchers focused on Chinese online game players who play"League of Legends". The researchers collected the data from 320respondents by usinga questionnaire surveythroughtwo large-scale communication platforms in China. The first platform is the official forum of "League of Legends" in China, and the second platform“QQ” whichis the mostpopulargame social softwarein China. The researchers used convenience sampling and judgmental sampling to collect the data. Moreover,descriptive statisticsis usedto provide average and demographic percentages.Besides, the researchers use inferential statistics to test the hypotheses.All data areanalyzed using statisticalsoftware, and linear regression analysis such asmultiple linear regression to find the most significant factors affecting players’ attitudes and intentions. The results showedthat human-game interaction has a significant positive correlation with utilitarian motivation and hedonic motivation. Utilitarian motivation, hedonic motivation, flow experience, and perceived enjoyment have a positive impact on the player’s attitude. However, flow experience, perceived enjoyment, and attitude have no influence on the intentions of online player.