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You pay we live: Exploring the Factors that Drive Users’ Intention to Play Social Impact Games

Wübbe, Julia (2013) You pay we live: Exploring the Factors that Drive Users’ Intention to Play Social Impact Games.

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Abstract:Recently, social impact games as a new genre of social network games (SNGs) have become increasingly popular and are perceived as an innovative way to combine social good with an entertaining gaming experience. The present study wants to examine the driving forces that influence users’ intention to play social impact games. Building on extensive literature review and qualitative research, this study proposed a theoretical model based on attitudinal beliefs, social influences and motivational factors as primary influencing factors, and game features, including perceived altruism, perceived privacy and game-cause fit as moderator variables. Results from an online survey among 126 players of the social impact game ‘Half the Sky Movement‘ validated that the proposed model explains and predicts users’ intention to play social impact games very well. The model established that attitude toward the game, perceived enjoyment, and perceived usefulness were the main drivers for users’ intention to play social impact games. Based on the results of this study, both theoretical implications and practical implications for game developers and cause marketers are provided.
Item Type:Essay (Master)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:05 communication studies
Programme:Communication Studies MSc (60713)
Link to this item:http://purl.utwente.nl/essays/63550
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