Factors Affecting the Willingness of Using Mobile Games of University Students in Taiwan

DOI

10.2991/ceed-18.2018.9How to use a DOI?

Keywords

Mobile Game; Product Involvement; Brand; Enjoyment; TAM

Abstract

The development of technology has gradually increased people’s reliance on mobile devices; users’ demands for mobile games also rose year by year, and this also creates a new and significant revenue source for the IT industry. In this study, the researcher had developed an “Instrument of the Willingness to Use Mobile Games” and a research model based on TAM (Technology Acceptance Model) in order to investigate users’ key factors affecting their adoption of mobile games; totally, 496 students’ feedbacks of Taiwan’s universities and colleges were collected. The results indicated that game developers’ brand image would affect their levels of “Product Involvement”, and the levels of “Enjoyment and Product Involvement” of mobile games would affect those users’ willingness to use mobile games. This study was a pilot study, and the researcher will collect more users’ feedbacks in the future expecting to provide references for the related industries.

Copyright

© 2018, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Lin Peng-chun
AU  - Lu Hsin-ke
PY  - 2018/12
DA  - 2018/12
TI  - Factors Affecting the Willingness of Using Mobile Games of University Students in Taiwan
BT  - Proceedings of the 1st International Conference on Contemporary Education and Economic Development (CEED 2018)
PB  - Atlantis Press
SP  - 40
EP  - 44
SN  - 2352-5398
UR  - https://doi.org/10.2991/ceed-18.2018.9
DO  - 10.2991/ceed-18.2018.9
ID  - Peng-chun2018/12
ER  -