Analysis of the Effect of Effort Expectancy, Social Influence, Hedonic Motivation, Price Value, Habit, and Flow on MMORPG’s Intention to Play

Marvella Samudera; Elissa Dwi Lestari; Florentina Kurniasari

doi:10.21834/e-bpj.v9iSI19.5770

Authors

Marvella Samudera Bachelor of Management, Universitas Multimedia Nusantara, Tangerang, Indonesia
Elissa Dwi Lestari Bachelor of Management, Universitas Multimedia Nusantara, Tangerang, Indonesia
Florentina Kurniasari Bachelor of Management, Universitas Multimedia Nusantara, Tangerang, Indonesia

DOI:

https://doi.org/10.21834/e-bpj.v9iSI19.5770

Keywords:

Intention to Play, Flow, Hedonic Motivation, Price Value

Abstract

With more Internet access, MMORPGs have grown in popularity. In Indonesia, the biggest gaming market in Southeast Asia, this genre is less popular. Therefore, studying what inspires Indonesian MMORP users is necessary. The study used a quantitative research design on 221 online gamers who were familiar with MMORPGs but had never played them. The study tested research hypotheses using multivariate linear regression analysis. The study discovered that hedonic motivation, price value, habit, and flow all have a positive impact on one's intention to play MMORPG online games, but effort expectation and social influence have no impact.

References

Amalia, E. I. (2021). Niko Partners: Kebanyakan Gamers di Asia Tenggara Suka Game Multiplayer. Dailysocial. Id. https://hybrid.co.id/post/niko-partners-kebanyakan-gamers-di-asia-tenggara-suka-game-multiplayer

Bower, M., & Jong, M. S. Y. (2020). Immersive virtual reality in education. British Journal of Educational Technology, 51(6), 1981–1990. https://doi.org/10.1111/bjet.13038 DOI: https://doi.org/10.1111/bjet.13038

Cai, L., Yuen, K. F., Xie, D., Fang, M., & Wang, X. (2021). Consumer's usage of logistics technologies: Integrating habit into the unified theory of acceptance and use of technology. Technology in Society, 67(November). https://doi.org/10.1016/j.techsoc.2021.101789 DOI: https://doi.org/10.1016/j.techsoc.2021.101789

Chang, T.-S., Hsiao, W.-H., Chen, T.-C., & Ganbold, E. (2019). Hedonic, Utilitarian, and Social Motivations for Consumers Purchase Mobile in-App Content Behavior. International Journal of Innovation in Management, 7(1), 1–7.

Chen, Y. M., Hsu, T. H., & Lu, Y. J. (2018). Impact of flow on mobile shopping intention. Journal of Retailing and Consumer Services, 41(March), 281–287. https://doi.org/10.1016/j.jretconser.2017.04.004 DOI: https://doi.org/10.1016/j.jretconser.2017.04.004

Danka, I. (2020). Motivation by gamification: Adapting motivational tools of massively multiplayer online role-playing games (MMORPGs) for peer-to-peer assessment in connectivist massive open online courses (cMOOCs). International Review of Education, 66(1), 75–92. https://doi.org/10.1007/s11159-020-09821-6 DOI: https://doi.org/10.1007/s11159-020-09821-6

Ericska, R. A., Nelloh, L. A. M., & Pratama, S. (2021). Purchase intention and behavioral use of freemium mobile games during the Covid-19 outbreak in Indonesia. Procedia Computer Science, 197(2021), 403–409. https://doi.org/10.1016/j.procs.2021.12.156 DOI: https://doi.org/10.1016/j.procs.2021.12.156

Fadzil, F. H. (2017). A Study on Factors Affecting the Behavioral Intention to Use Mobile Apps in Malaysia. SSRN Electronic Journal. https://ssrn.com/abstract=3090753 DOI: https://doi.org/10.2139/ssrn.3090753

Faroqi, A., Apol Pribadi, S., & Tri Lathif, M. S. (2020). Exploring Online Shoppers’ Acceptance of Electronic Marketplace Using UTAUT and the Flow Theory. Journal of Physics: Conference Series, 1569(2). https://doi.org/10.1088/1742-6596/1569/2/022051 DOI: https://doi.org/10.1088/1742-6596/1569/2/022051

Gong, X., Zhang, K. Z. K., Cheung, C. M. K., Chen, C., & Lee, M. K. O. (2019). Alone or together? Exploring the role of desire for online group gaming in players’ social game addiction. Information and Management, 56(6), 0–1. https://doi.org/10.1016/j.im.2019.01.001 DOI: https://doi.org/10.1016/j.im.2019.01.001

Hallmann, K., & Giel, T. (2018). eSports – Competitive sports or recreational activity? Sport Management Review, 21(1), 14–20. https://doi.org/10.1016/j.smr.2017.07.011 DOI: https://doi.org/10.1016/j.smr.2017.07.011

Jang, W. (William), & Byon, K. K. (2020). Antecedents and consequences associated with esports gameplay. International Journal of Sports Marketing and Sponsorship, 21(1), 1–22. https://doi.org/10.1108/IJSMS-01-2019-0013 DOI: https://doi.org/10.1108/IJSMS-01-2019-0013

Loeis, M., Hubeis, M., Suroso, A. I., & Dirdjosuparto, S. (2022). A Strategy for reducing the skill gap for the game development sector of the Indonesia creative industries. Decision Science Letter, 11(2022), 105–112. https://doi.org/10.5267/dsl.2022.10.003

Loisa, J., & Purwanto, E. (2020). The Intention and Use Behaviour of the Mobile Banking System in indonesia: UTAUT Model. Technology Reports of Kansai University, 62(6), 2757–2767. https://www.researchgate.net/publication/343230847

Lytvyn, V., Vysotska, V., Shatskykh, V., Kohut, I., Petruchenko, O., Dzyubyk, L., Bobrivetc, V., Panasyuk, V., Sachenko, S., & Komar, M. (2019). Design of a recommendation system based on Collaborative Filtering and machine learning considering the user's personal needs. Eastern-European Journal of Enterprise Technologies, 4(2–100), 6–28. https://doi.org/10.15587/1729-4061.2019.175507 DOI: https://doi.org/10.15587/1729-4061.2019.175507

Malhotra, N. K. (2020). Marketing research : an applied orientation seventh edition. Pearson Education Limited.

Malhotra, N., Nunan, D., & Birks, D. (2017). Marketing Research: An Applied Approach (5th Editio). Pearson. DOI: https://doi.org/10.4324/9781315088754

Merhi, M. I. (2016). Towards a framework for online game adoption. Computers in Human Behavior, pp. 60, 253–263. https://doi.org/10.1016/j.chb.2016.02.072 DOI: https://doi.org/10.1016/j.chb.2016.02.072

Merikivi, J., Tuunainen, V., & Nguyen, D. (2017). What makes continued mobile gaming enjoyable? Computers in Human Behavior, 68, 411–421. https://doi.org/10.1016/j.chb.2016.11.070 DOI: https://doi.org/10.1016/j.chb.2016.11.070

Nikolopoulou, K., Gialamas, V., & Lavidas, K. (2021). Habit, hedonic motivation, performance expectancy, and technological pedagogical knowledge affect teachers' intention to use mobile Internet. Computers and Education Open, 2(July), 100041. https://doi.org/10.1016/j.caeo.2021.100041 DOI: https://doi.org/10.1016/j.caeo.2021.100041

Ong, A. K. S., Prasetyo, Y. T., Robas, K. P. E., Persada, S. F., Nadlifatin, R., Matillano, J. S. A., Macababbad, D. C. B., Pabustan, J. R., & Taningco, K. A. C. (2023). Determination of Factors Influencing the Behavioral Intention to Play “Mobile Legends: Bang-Bang” during the COVID-19 Pandemic: Integrating UTAUT2 and System Usability Scale for a Sustainable E-Sport Business. Sustainability (Switzerland), 15(4), 1–26. https://doi.org/10.3390/su15043170 DOI: https://doi.org/10.3390/su15043170

Ramírez-Correa, P., Rondán-Cataluña, F. J., Arenas-Gaitán, J., & Martín-Velicia, F. (2019). Analyzing the acceptance of online games in mobile devices: An application of UTAUT2. Journal of Retailing and Consumer Services, 50(December 2018), 85–93. https://doi.org/10.1016/j.jretconser.2019.04.018 DOI: https://doi.org/10.1016/j.jretconser.2019.04.018

Shin, D. H. (2010). The dynamic user activities in massive multiplayer online role-playing games. International Journal of Human-Computer Interaction, 26(4), 317–344. https://doi.org/10.1080/10447310903575473 DOI: https://doi.org/10.1080/10447310903575473

Singh, S., & Srivastava, R. . (2018). Predicting the Intention to Use Mobile Banking in India Introduction. International Journal of Bank Marketing, 36(2), 357–378. DOI: https://doi.org/10.1108/IJBM-12-2016-0186

Venkatesh, V., Morris, M. G., Davis, G. B., & Davis, F. D. (2003). User acceptance of information technology: Toward a unified view. MIS Quarterly: Management Information Systems, 27(3), 425–478. https://doi.org/10.2307/30036540 DOI: https://doi.org/10.2307/30036540

Venkatesh, V., Thong, J. Y. L., & Xu, X. (2012). Consumer acceptance and use of information technology: Extending the unified theory of acceptance and use of technology. MIS Quarterly: Management Information Systems, 36(1), 157–178. https://doi.org/10.2307/41410412 DOI: https://doi.org/10.2307/41410412

Vieira, V., Santini, F. O., & Araujo, C. F. (2018). A meta-analytic review of hedonic and utilitarian shopping values. Journal of Consumer Marketing, 35(4), 426–437. https://doi.org/10.1108/JCM-08-2016-1914 DOI: https://doi.org/10.1108/JCM-08-2016-1914

Wang, H., Zhang, Z., Khalid, M. N. A., Iida, H., & Li, K. (2021). MMORPG evolution analysis from explorer and achiever perspectives: A case study using the final fantasy series. Information (Switzerland), 12(6), 1–18. https://doi.org/10.3390/info12060229 DOI: https://doi.org/10.3390/info12060229

Zhao, Y., & Bacao, F. (2020). Theoretical Development: Extending the Flow Theory with Variables from the UTAUT2 Model. 2020 IEEE 6th International Conference on Computer and Communications, ICCC 2020, pp. 2427–2431. https://doi.org/10.1109/ICCC51575.2020.9345049 DOI: https://doi.org/10.1109/ICCC51575.2020.9345049