EN
THE INFLUENCE OF FLOW, SUBJECTIVE NORMS AND ATTITUDE ON GENERATION Y STUDENTS’ ADOPTION INTENTIONS TOWARD MOBILE GAMES
Abstract
In South Africa, mobile gaming revenue has eclipsed the revenue of both traditional
console and computer video games. It has also become an important marketing
medium for marketers wishing to promote their brands. However, there is a lack of
knowledge surrounding how mobile games have grown so rapidly worldwide,
including in South Africa, and why consumers are adopting them at such high rates.
The purpose of this study was to determine the influence of flow, subjective norms
and attitude on Generation Y students’ behavioural intention to adopt mobile games
in South Africa. A self-administered questionnaire was used to collect data from a
convenience sample of 502 students registered at the campuses of three higher
education institutions. The captured data were analysed using descriptive measures,
correlation analysis and structural equation modelling. The findings suggest that
flow, subjective norms and attitude have a significant positive influence on
Generation Y students’ intention to play mobile games.
Keywords
Details
Primary Language
English
Subjects
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Journal Section
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Publication Date
June 1, 2017
Submission Date
June 1, 2017
Acceptance Date
-
Published in Issue
Year 2017 Volume: 9 Number: 2
APA
Synodinos, C., Price, D., & Dye, A. B. (2017). THE INFLUENCE OF FLOW, SUBJECTIVE NORMS AND ATTITUDE ON GENERATION Y STUDENTS’ ADOPTION INTENTIONS TOWARD MOBILE GAMES. International Journal of EBusiness and EGovernment Studies, 9(2), 72-87. https://izlik.org/JA76HS84PJ
AMA
1.Synodinos C, Price D, Dye AB. THE INFLUENCE OF FLOW, SUBJECTIVE NORMS AND ATTITUDE ON GENERATION Y STUDENTS’ ADOPTION INTENTIONS TOWARD MOBILE GAMES. IJEBEG. 2017;9(2):72-87. https://izlik.org/JA76HS84PJ
Chicago
Synodinos, C., DG Price, and AL Bevan Dye. 2017. “THE INFLUENCE OF FLOW, SUBJECTIVE NORMS AND ATTITUDE ON GENERATION Y STUDENTS’ ADOPTION INTENTIONS TOWARD MOBILE GAMES”. International Journal of EBusiness and EGovernment Studies 9 (2): 72-87. https://izlik.org/JA76HS84PJ.
EndNote
Synodinos C, Price D, Dye AB (June 1, 2017) THE INFLUENCE OF FLOW, SUBJECTIVE NORMS AND ATTITUDE ON GENERATION Y STUDENTS’ ADOPTION INTENTIONS TOWARD MOBILE GAMES. International Journal of eBusiness and eGovernment Studies 9 2 72–87.
IEEE
[1]C. Synodinos, D. Price, and A. B. Dye, “THE INFLUENCE OF FLOW, SUBJECTIVE NORMS AND ATTITUDE ON GENERATION Y STUDENTS’ ADOPTION INTENTIONS TOWARD MOBILE GAMES”, IJEBEG, vol. 9, no. 2, pp. 72–87, June 2017, [Online]. Available: https://izlik.org/JA76HS84PJ
ISNAD
Synodinos, C. - Price, DG - Dye, AL Bevan. “THE INFLUENCE OF FLOW, SUBJECTIVE NORMS AND ATTITUDE ON GENERATION Y STUDENTS’ ADOPTION INTENTIONS TOWARD MOBILE GAMES”. International Journal of eBusiness and eGovernment Studies 9/2 (June 1, 2017): 72-87. https://izlik.org/JA76HS84PJ.
JAMA
1.Synodinos C, Price D, Dye AB. THE INFLUENCE OF FLOW, SUBJECTIVE NORMS AND ATTITUDE ON GENERATION Y STUDENTS’ ADOPTION INTENTIONS TOWARD MOBILE GAMES. IJEBEG. 2017;9:72–87.
MLA
Synodinos, C., et al. “THE INFLUENCE OF FLOW, SUBJECTIVE NORMS AND ATTITUDE ON GENERATION Y STUDENTS’ ADOPTION INTENTIONS TOWARD MOBILE GAMES”. International Journal of EBusiness and EGovernment Studies, vol. 9, no. 2, June 2017, pp. 72-87, https://izlik.org/JA76HS84PJ.
Vancouver
1.C. Synodinos, DG Price, AL Bevan Dye. THE INFLUENCE OF FLOW, SUBJECTIVE NORMS AND ATTITUDE ON GENERATION Y STUDENTS’ ADOPTION INTENTIONS TOWARD MOBILE GAMES. IJEBEG [Internet]. 2017 Jun. 1;9(2):72-87. Available from: https://izlik.org/JA76HS84PJ