Abstract:

This paper's goal is to investigate the variables influencing mobile gaming players' behavior intention based on the unified theory of acceptance and use of technology 2 (UTAUT2) model. The UTAUT2 model is expanded by adding variables, trust, and reward, in addition to the model’s variables. The behavior intention to adopt mobile game is used and usage behavior is taken as the dependent variable. A survey is conducted and a sample of 474 mobile game players in Turkey is analyzed through structural equation modeling approach. The results indicate that reward has the most influential effect on behavior intention, followed by trust, price value, habit, social influence, performance expectancy, facilitating conditions, hedonic motivation, and effort expectancy. Besides, behavior intention has a significant positive effect on the usage behavior. The findings of the research fill the gap in existing literature on mobile games as well as provide valuable base for forthcoming research findings in mobile games.

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