Determinants of Undergraduate Students' Attitude and Continuance Intention Toward Online Gaming in Chongqing, China
Keywords:
Subjective Norm, Social Interaction, Flow Experience, Perceived Ease of Use, Continuance IntentionAbstract
Purpose: This paper aims to study the factors influencing the intention of sophomores and above to continue playing online games at Chongqing Industrial Vocational and Technical College. The conceptual framework suggests a causal relationship exists between perceived enjoyment, attitude, subjective norm, social interaction, flow experience, perceived ease of use, and continuous intention. Research Design, Data, and Methods: The researcher used quantitative techniques (n=500) to conduct a questionnaire survey among the target student population of Chongqing Industrial Vocational and Technical College, China. Non-probability sampling includes judgment sampling to select students who have been in school for one year or more, quota sampling to determine sample size, and convenience sampling to collect data and distribute questionnaires online. The researchers used confirmatory factor analysis (CFA) and structural equation modeling (SEM) for data analysis, including analysis of model fit, reliability, and construct validity quantitative techniques (n=500). Results: Perceived enjoyment significantly impacts continuous intention, and attitude is an intermediate variable of perceived enjoyment. Subjective norms, flow experience, social interaction, perceived ease of use, and attitude all significantly impact students' willingness to continue playing online games, among which social interaction has the greatest impact and subjective norms have the least impact. Conclusion: This study can not only help educational practitioners understand students' attitudes and emotional values towards online games, reveal their physical and mental health, and provide assistance for strengthening student management and formulating corresponding educational policies but also help the game industry and software development companies to provide user motivation in online game design to encourage users to use it.
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