What Drives People to Continue to Play Online Games? An Extension of Technology Model and Theory of Planned Behavior

Abstract Online gaming has become one of the fastest growing entertainment industries on the Internet over the past decade. However, little is known about why people continue to play certain online games or which design factors are most closely related to the amount of time spent by players at particular online gaming sites. The purpose of this study is to propose a theoretical research model, which integrates flow experience, human–computer interaction, social interaction, and perceived enjoyment, together with the technology acceptance model and theory of planned behavior to explain why people continue to play online games. The proposed model was examined through an empirical study involving 415 participants using structural equation modeling techniques. The results found that player attitudes, subjective norms, perceived behavioral control, flow experience, and perceived enjoyment have a positive influence on players' continued intention to play online games and explain about 70% of variance. In addition, implications for online games development are discussed.