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

Yıl 2017, Cilt: 9 Sayı: 2, 72 - 87, 01.06.2017

C. Synodinos DG Price AL Bevan Dye

Öz

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.

Anahtar Kelimeler

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