The Study of Continuance Intention for Online Social Games

Abstract

This study contended that the largest difference between continuance intention and general behavior intention depends on the existence of satisfaction with the confirmation of the ex post expectations about the products or services. The factors of attraction of online game design, trust, perceived risk, and social motives were proposed to have associations with both satisfaction with and continuance intention of the online social game and satisfaction itself is positively associated with continuance intention. Total 397 samples were effectively surveyed by online questionnaire and analyzed by structural equation modeling (SEM). The results unfolded that all the hypotheses are supported except two associations, trust and continuance intention and perceived risk and satisfaction, which were discussed in the last section.