Modeling Social Network Gaming Habitual Behavior Among Young Consumers. A Uses and Gratification and Flow Perspective

The present study has attempted to identify the relationship between hedonic and utilitarian gratification with social network gaming habitual behavior while considering the mediating role of flow experience as well. Online questionnaire was distributed using convenience sampling technique to collect 493 valid responses from young gaming consumers in Pakistan. The collected data was analyzed by executing Pearson correlation and structural equation modelling tests through SPSS 22 and SmartPls 3.0 software. Results of data analysis confirmed the proposed hypotheses of this research. Overall, hedonic and utilitarian gratification have moderately positive and significant association with social network gaming habitual behavior and flow experience was identified to partially mediate the relationship among proposed variables of the study. Keywords: Hedonic gratification, utilitarian gratification, uses and gratification theory, flow experience, social network gaming habitual behavior