Applying combined technology acceptance model and the theory of planned behavior to study effect of intention to play casual online game

Abstract

In year 2012, National Statistical Office reported that Thai people age between 15-24 years old has highest usage rate of internet while 65.4% of them spend time online for playing games. For marketers, it is important to understand how to design a successful game online that can satisfy the target users and retain those users. Therefore this study aims to study factors that motivate gamers to play casual game online. The results this study can make game online marketers to deeper understand their customers and can create suitable motivated marketing strategies for their markets. The results of this study confirm the perceived usefulness, flow experience, perceived enjoyment, human-computer interaction, subjective norm and attitude toward playing online games have significant relationship with behavioral intention at 0.05 level.