BibTex RIS Cite

THE INFLUENCE OF FLOW, SUBJECTIVE NORMS AND ATTITUDE ON GENERATION Y STUDENTS’ ADOPTION INTENTIONS TOWARD MOBILE GAMES

Year 2017, Volume: 9 Issue: 2, 72 - 87, 01.06.2017

C. Synodinos DG Price AL Bevan Dye

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

Mobile games flow subjective norms attitude intention Generation Y South Africa.

Year 2017, Volume: 9 Issue: 2, 72 - 87, 01.06.2017

C. Synodinos DG Price AL Bevan Dye

Abstract

There are 0 citations in total.

Details

Other ID JA54DK97PS
Journal Section Articles
Authors

C. Synodinos This is me

DG Price This is me

AL Bevan Dye This is me

Publication Date June 1, 2017
Submission Date June 1, 2017
Published in Issue Year 2017 Volume: 9 Issue: 2

Cite

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.
AMA Synodinos C, Price D, Dye AB. THE INFLUENCE OF FLOW, SUBJECTIVE NORMS AND ATTITUDE ON GENERATION Y STUDENTS’ ADOPTION INTENTIONS TOWARD MOBILE GAMES. IJEBEG. June 2017;9(2):72-87.
Chicago Synodinos, C., DG Price, and AL Bevan Dye. “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, no. 2 (June 2017): 72-87.
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 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, 2017.
ISNAD 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 9/2 (June2017), 72-87.
JAMA 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, 2017, pp. 72-87.
Vancouver 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.