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This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License
Article
Author(s)
One-hui Choi, Dong-young Shin, Da-som Kim
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DOI:10.17265/1537-1514/2016.02.005
Affiliation(s)
One-hui Choi, Ph.D., IT service management, Yonsei University Graduate School of Information, Seoul, Korea.
Dong-young Shin, master, IT service management, Yonsei University Graduate School of Information, Seoul, Korea.
Da-som Kim, master, IT service management, Yonsei University Graduate School of Information, Seoul, Korea.
ABSTRACT
Due to a rapid growth of mobile game market, it was found that many successful PC games were conversed into the mobile one and released in the mobile game market. However, there has been a lack of study about comparison among games played in multiple platforms for their intention to use. Thus, in this research, empirical study was done to find out factors that influence the intention to use of the games operated on both PC and mobile platform, and compare and analyze the difference between these platforms. Based on the existing studies related to Technology Acceptance Model (TAM), mobile and PC game, this study proposed four concepts, Service Quality, Social Influence, Instant Connectivity, and System Quality as external variables. In order to verify the model used in this study, it collected 260 survey responses from samples aged between 10 and 40, and statistical analysis was done based on the responses. As a result, it was found that all factors except instant connectivity had an impact on the intention to use in the case of PC platform. In the case of mobile platform, all factors except service quality did influence the intention to use. With this result, it looked into the intention to use of users who play PC and mobile games. In the end, it will suggest what should be focused on for the effective as well as efficient marketing strategy when PC games are conversed into the mobile one.
KEYWORDS
multiple platforms (PC and mobile), technology acceptance model expansion, user’s intention, games, empirical study, efficient marketing strategy
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