THE CAUSAL FACTOR INFLUENCING ON THE USERS’ INTENTION IN PLAYING THE ONLINE GAME IN CHINA

Abstract

          The market consumption of online game in 2001 was 310 million yuan and increased to 3.6 billion yuan in 2004. This number was higher 10 times in three years. By the end of December of 2014, the number of online game players reached 377 million which accounted for 58.1% of internet users in China. The statistics revealed that the online game has become the most important entertainment on the internet. 2015, the report of Chinese game industry showed that the number of online game players further increased to 534 million with market consumption reaching140.7 billion yuan. This growing demand enabled the industry of Chinese online game get more benefit. Due to this phenomenal growth in online game industry, it was greatly welcomed by average but diverse Chinese consumers. For this research, researchers want to study causal factor influencing the users’ intention in playing the online game in China. The qualitative method and statistical analysis using PLS-SEM techniques were used in this study. The results of the research indicates that performance expectancy (PE), effort expectancy (EE), social influence (SI) significantly influence on behavioral intention (BI). Facilitating conditions (FC), behavioral intention (BI) significantly influence on usage behavior (UB). Moreover, performance expectancy (PE), effort expectancy (EE), social influence (SI) significantly influence on usage behavior (UB) via behavioral intention (BI).