Association for Information Systems AIS Electronic Library (AISeL) PACIS 2013 Proceedings Pacific Asia Conference on Information Systems (PACIS) 6-18-2013 Why Do People Like to Play Social Network Games with Their Friends? A Focus on Sociability and Playability Jimin Kim Korea Advanced Institute of Science and Technology, kjmk3705@kaist.ac.kr Younghoon Chang Korea Advanced Institute of Science and Technology, younghoonchang@kaist.ac.kr Myeong-Cheol Park Korea Advanced Institute of Science and Technology, imcpark@kaist.ac.kr Follow this and additional works at: http://aisel.aisnet.org/pacis2013 Recommended Citation Kim, Jimin; Chang, Younghoon; and Park, Myeong-Cheol, "Why Do People Like to Play Social Network Games with Their Friends? A Focus on Sociability and Playability" (2013). PACIS 2013 Proceedings. 78. http://aisel.aisnet.org/pacis2013/78 This material is brought to you by the Pacific Asia Conference on Information Systems (PACIS) at AIS Electronic Library (AISeL). It has been accepted for inclusion in PACIS 2013 Proceedings by an authorized administrator of AIS Electronic Library (AISeL). For more information, please contact elibrary@aisnet.org.
WHY DO PEOPLE LIKE TO PLAY SOCIAL NETWORK GAMES WITH THEIR FRIENDS? A FOCUS ON SOCIABILITY AND PLAYABILITY Jimin Kim, Department of Management Science, Korea Advanced Institute of Science and Technology, Daejeon, South Korea, kjmk3705@kaist.ac.kr Younghoon Chang, Department of Management Science, Korea Advanced Institute of Science and Technology, Daejeon, South Korea, younghoonchang@kaist.ac.kr Myeong-Cheol Park, Department of Management Science, Korea Advanced Institute of Science and Technology, Daejeon, South Korea, imcpark@kaist.ac.kr Abstract Social platform services have transformed the lifestyles of individuals and the entire information and communication technology (ICT) ecosystem. The growth of the social networking market and the evolution of social networking sites (SNSs) have promoted a new wave of social network applications such as social network games (SNGs). SNGs are online or mobile games played through social networking sites or applications in which people interact with friends. SNGs are a new service that merges the playfulness of the game contents and the mutual relationships between people, emphasizing sociability between players. This study investigates the primary effects of usefulness, ease of use, playfulness, social image, and maintaining interpersonal interconnectivity, factors that affect user intention to use SNGs and positive word-of-mouth (WOM). An extended SNG user acceptance model is proposed that applies the Theory of Reasoned Action (TRA), Motivation Theory, Technology Acceptance Model (TAM), and socio-technical perspectives. The impacts of playability and sociability are investigated in this study. Also, the relationship between sociability and user intentions in SNGs is verified through the results of this study. Keywords: Social Network game, playfulness, social image, maintaining interpersonal interconnectivity.
1 INTRODUCTION Recently, Information and communication technology (ICT) ecosystems are changing rapidly due to the increasing number of innovative products and services becoming available. Among these products and services, social network sites (SNSs) are one of the most important elements that constitute the ICT ecosystem. The social platform service has transformed the lifestyles of individuals and this phenomenon has led to the emergence of new business models and a wide range of services. In particular, the growth of the social network market and the evolution of SNSs have promoted a new wave of various social network applications (SNAs) (No & Rhee 2011). Among these SNAs, social network games (SNGs) have a significant impact on the increase of SNS users; they are also positioned as an important component of SNSs (Kim et al. 2010). A SNG is a type of online or mobile game that is played through social networking sites or applications. SNGs have unique characteristics of allowing multiplayer and asynchronous gameplay (Jarvinen 2009; Shin & Shin 2011). That is, SNGs are a service that merges the playfulness of the game content and the mutual relationships between people, while emphasizing sociability between players (Kim et al. 2012). Nevertheless, the relationship between SNGs and sociability has not yet been academically investigated. At this point in the evolution of SNSs, it is important to obtain a clear academic understanding of SNG sociability based on scientific approaches and analyses. For this reason, this study is conducted with the following two research objectives. First, the major factors that influence the playing of SNGs are investigated. The primary effect of sociability and playability is also investigated. Second, the effect of positive word-of-mouth (WOM) about SNGs is investigated in order to understand interpersonal influence and the emergence of human networks in the field of social games. Also, the significant factors that influence the sociability of SNGs are investigated. The overarching research question of this study is as follows: What is the impact of technical-related factors (usefulness, ease of use, and playfulness) and sociorelated factors (social image and maintaining interpersonal interconnectivity) on behavioral user intention to play social network games? 2 RESEARCH BACKGROUND The emergence of sociability in games is not an exclusive property of SNGs. Games and sociability have an inseparable relationship: games are intrinsically social activities, e.g. sports such as soccer, baseball, and basketball. In contrast with common preconceived opinions, online games exhibit a high degree of social activity (Park 2012). For this reason, existing online game-related studies attach great importance to sociability. There has been a great deal of research related to user acceptance, intention, and motivation in online games, in particular, massive multiplayer online role playing games (MMORPGs), which is closely related to sociability as a role of online virtual communities. Yee (2006) proposed a MMORPG player motivation model and described three main components; one of these components was a social component that included socializing, relationships, and teamwork. SNGs highlight the relationships or teamwork between users (Hong & Lee 2011). For example, Farmville (created by Zynga) is a game where users create a private farm with the assistance of their neighbors (i.e. other players who are often friends). When playing, sociability is more important than playability in the SNG field (Hong & Lee 2011); that is, hand speed or faster reaction times are not important in obtaining good results in these games (Hong & Lee 2011). The more important factors in SNGs are the degree of exchange with neighbors and the amount of friends and collaboration with others in the game rather than the user's ability (Hong & Lee 2011). Thus, the most important features of an SNG are the interactions with the users friends and sociability (Hong & Lee 2011). The best classification of SNGs for understanding sociability and playability is the combination type of SNGs. (See Table 1)
Division Characteristic of SNG Examples Existing SNS + New Game Facebook: FarmVille, CastleVille, CityViille Sociability > Playability Service Combination KakaoTalk: Anipang, WindRunner, EveryTown New SNS + Existing Online NEXON: Nexon Portal SNS Sociability < Playability Game Combination New SNS + New Game COM2US: Com2us Hub + Tiny Farm New Combination Service Combination Table 1. Combination type of SNS Classification (Hong 2010) Combination existing SNSs with new game services is currently the most popular paradigm. Existing SNSs enable the acquisition of numerous potential users and can be combined with a variety of casual games. These games have high sociability compared with other combination types of SNGs, e.g. combination of a new SNS and an existing online game and combination of a new SNS and a new game service. Therefore, it can be surmised that sociability is becoming a more important factor than playability in the SNG field. 3 LITERATURE REVIEW Technology user acceptance research has proposed numerous competing models of user acceptance, and each model has different sets of acceptance antecedents (Venkatesh et al. 2003). Venkatesh et al. (2003) reviewed the existing user acceptance models, and a brief overview of these models can be found in their paper. In this study, Theory of Reasoned Action (TRA), Motivational Theory, Technology Acceptance Model (TAM), and a socio-technical perspective are applied to carry out more penetrating research compared to other studies related to SNGs. 3.1 Theory of Reasoned Action The Theory of Reasoned Action (TRA) is a fundamental theory in human behavior research for predicting a wide range of behaviors (Venkatesh et al. 2003). Shin and Shin (2011) stated that the TRA suggests that the performance of a specified behavior by an individual is determined by his or her behavioral intention to do it, which is jointly determined by the person s attitude and subjective norms (Ajzen&Fishbein 1980; Shin & Shin 2011). According to the TRA, intention is a very good predictor of behavior. Shin and Shin (2011) defined intention as the cognitive representation of a person s willingness to perform a given behavior. An individual s attitude toward behavioral intention is his or her positive or negative feelings about performing the target behavior (Ajzen & Fishbein 1980; Shin & Shin 2011). Ajzen and Fishbein (1980) defined the subjective norm as the person s perception that most people who are important to him think he should or should not perform the behavior in question (Ajzen & Fishbein 1980; Shin & Shin 2011). 3.2 Motivation Theory Motivation refers to a psychological force that drives people to behave towards a certain desire (Lee et al. 2012). Motivation Theory is widely used as an influential theory of research in the field of psychology in an attempt to explain human behavior (Venkatesh et al. 2003). This theory clarifies that human behavior is determined by two motivation factors: intrinsic motivation and extrinsic motivation (Teo, Lim et al. 1999). Davis et al. (1992) used this theory to explain new technology adoption (Venkatesh et al. 2003). Davis et al. (1992) defined extrinsic motivation as the perception that users will want to perform an activity to achieve valued outcomes, distinct from the activity itself (Venkatesh et al. 2003). Also, they defined intrinsic motivation as the perception that users will want to perform an activity for no apparent external reinforcement: the activity itself is the reward (Davis et al. 1992; Venkatesh et al. 2003).
People adopt a new technology because its usage generates enjoyment and provides some benefits (Teo, Lim et al. 1999). Enjoyment and benefits generated by new technology adoption have investigated as intrinsic and extrinsic motivation factors in previous research (Teo, Lim et al. 1999). 3.3 Technology Acceptance Model The Technology Acceptance Model (TAM) is based on the TRA, and Davis et al. (1989) applied the TRA to individual user acceptance of technology (Venkatesh et al. 2003). The Technology Acceptance Model (TAM) is one of the most widely used models to predict user acceptance toward a specified technology (Davis 1989; Shin 2007). The TAM suggests that a person s behavioral intention is a significant determinant of the actual technology use, and also includes two important constructs: perceived usefulness and perceived ease of use (Davis 1989; Shin 2007). An extrinsic motivation, perceived usefulness is defined as the degree to which an individual believes that using a particular technology will enhance his/her performance to fit the purpose of its use (Davis 1989; Shin 2007; Atkinson and Kydd 1997; Teo, Lim et al. 1999). An intrinsic motivation, perceived ease of use is defined as the degree to which an individual believes that using a particular technology will be free of physical and/or mental effort (Davis 1989; Shin 2007; Atkinson and Kydd 1997; Teo, Lim et al. 1999). In the TAM, perceived usefulness and perceived ease of use determine the attitude toward using the technology; in turn, the attitude generates the intention to use technology (Shin 2007). As the final outcome, the intention affects the decision of actual technology usage (Morris & Dillon 1997; Teo et al. 1999; Suh & Han 2002; Shin 2007). 3.4 Socio-Technical Perspective The socio-technical perspective is the interrelatedness of the social and technical aspects of a technology. A socio-technical system is defined as a system or digital service composed of two elements engaged in goal directed behavior: the technical and social components (Trist & Murray 1993; Kling & Courtright 2003; Phang et al. 2009). 4 RESEARCH MODEL Figure 1. Research Model Perceived usefulness was adopted as an extrinsic motivation construct; perceived ease of use and playfulnesswere applied as intrinsic motivation constructs (Atkinson and Kydd 1997; Teo, Lim et al. 1999). It has been verified through numerous studies that perceived usefulness and perceived ease of
use determine the attitude toward using a technology (Davis 1989). In this research, two hypotheses related to perceived usefulness and perceived ease of use are proposed: H1: Perceived usefulness has a positive effect on attitude toward social network games (SNGs). H2: Perceived ease of use has a positive effect on attitude toward social network games (SNGs). Turel et al. (2010) defined playfulness as engagement in activities that are absorbing and allow individuals to escape from the demands of the day-to-day world. Therefore, playfulness stems from the use of technologies for non-instrumental purposes generating value for hedonic technology users. Playfulness is based on two factors: escapism and enjoyment (Turel et al. 2010). Escapism is the intrinsic gain in forgetting daily tasks through engaging in playful behaviors (Turel et al. 2010); enjoyment is the emotional gain that reflects pleasure (Turel et al. 2010). Playfulness, escapism, and enjoyment are often used in order to understand user intention of hedonic technology. A study by Heijden (2004) indicated that perceived enjoyment has a significant effect on intention to use hedonic information systems. Furthermore, research by Shin and Shin (2011) supported that the perceived enjoyment of SNGs has a significant effect on a user s intention to play a SNG. Also, their results verified the effects of perceived playfulness of SNGs on attitude toward SNGs in general (Shin & Shin 2011). In order to understand the effect of the playability of SNGs on user acceptance, playfulness was used as a core construct. According to previous research, it can be expected that playfulness has a positive effect on attitude toward SNGs (Turel et al. 2010; Shin & Shin 2011). Thus, the third hypothesis in this study is: H3: Playfulness has a positive effect on attitude toward SNGs. According to the Theory of Reasoned Action, attitude toward behavior and subjective norms are good predictors of behavioral intention (Fishbein & Ajzen 1975). Subjective norms are social norms and social influences; it has been verified that social influence factors such as social norms, subjective norms, and social image determine the intention to use a technology (Venkatesh & Davis 2000; Hsu & Lu 2004; Lu et al. 2005; Hsu & Lu 2007). Furthermore, according to previous studies, social influence factors have a significant effect on the behavioral intention to play online games and the intention to participate in online game communities (Hsu & Lu 2004; Hsu & Lu 2007). Therefore, it is expected that social influence factors can represent the sociability of SNGs. It is considered that the technical components are a game s playability and that the social components are the game s sociability based on a socio-technical perspective. In this research, two constructs were used as the social components: social image and maintaining interpersonal interconnectivity. In addition, perceived usefulness, perceived ease of use, and playfulness were used as the constructs for the technical components. Social image refers to social influences (Lu et al. 2005): it is a type of perceived social benefit of using SNGs. Moore and Benbasat (1991) defined social image as the degree to which use of innovation is perceived as an enhancement of one s status in a social system. Furthermore, Lin and Bhattacherjee (2010) defined social image as the extent to which users may derive respect and admiration from peers in their social network as a result of their IT usage. A study by Venkatesh and Davis (2000) supported the effects of social image on a user s intention to use a technology through extension of the TAM. Lu et al. (2005) also verified the effects of social image on user intention to use. Cheung et al. (2011) defined maintaining interpersonal interconnectivity as the social benefits derived from establishing and maintaining contact with other people such as social support, friendship, and intimacy. Social interactivity or interconnectivity is closely related to perceived sociability (Phang et al. 2009). According to Phang et al. (2009), social interactivity has a significant effect on perceived sociability. Therefore, maintaining interpersonal interconnectivity has a significant effect on the we-intention, also called the group intention, in online social networking sites (Cheung et al. 2011). According to previous research and considering the characteristics of SNGs as well as a combination of social networking sites and online games, it can be postulated that social image and maintaining
interpersonal interconnectivity have positive effects on subjective norms (Turel et al. 2010; Cheung et al. 2011). Thus, this study hypothesizes that: H4: Social image has a positive effect on subjective norms. H5: Maintaining interpersonal interconnectivity has a positive effect on subjective norms. H6: Attitude toward social network games (SNGs) has a positive effect on the behavioral intention to use SNGs. H7: Attitude toward social network games (SNGs) has a positive effect on the behavioral intention to positive word-of-mouth (WOM). The relationship between subjective norms and interpersonal influence (e.g., word-of-mouth) has been verified by other studies (Bhattacherjee 2000; Roca, Chiu et al. 2006). Roca, Chiu et al. (2006) defined interpersonal influence as word-of-mouth influence by friends, colleagues, superiors, and other prior adopters known to the potential adopters. In order to understand interpersonal influence, the emergence of human networks, and the impact of sociability arising from human networking in social games, the behavioral intention to positive word-of-mouth (WOM) was added as a behavioral outcome. Turel et al. (2010) verified two behavioral outcomes of hedonic digital technology or service: behavioral intentions to future use and behavioral intentions towards positive WOM. Thus, this study hypothesizes that: H8: Subjective norms have a positive effect on the behavioral intention to use social network games (SNGs). H9: Subjective norms have a positive effect on the behavioral intention of positive word-of-mouth (WOM). 5 DATA COLLECTION - PILOT A survey method was conducted to test the research model and hypotheses. Sample surveys were collected from current SNG users. A pilot test was conducted in order to verify the proposed measurement items. In total, 80 users responded to the survey. Demographic Category N=80 Frequency Percentage (%) Gender Male 48 60% Female 32 40% 20~29 75 93.75% Age 30~39 3 3.75% 40~49 2 2.5% Bachelor 55 68.75% Education Level Master 17 21.25% Doctorate 8 10% Student 71 88.75% Occupation Worker 2 2.5% Researcher 5 6.25% Etc. 2 2.5% Average of Playing (1 week) 11 Table 2. Sample Characteristics Constructs 6 MEASUREMENT MODEL 6.1 Assessment of Measurement Model The assessment of the measurement model includes an estimation of its reliability and tests of convergent validity and discriminant validity. The assessment results indicate that the measurement
items are reliable and internally consistent (Nunnally 1978; Hair, Anderson et al. 1998). Furthermore, the measurement items used in this study have sufficient levels of discriminant validity (Chin, 1998). Construct Cross Loadings AVE Composite Reliability Cronbachs Alpha (α) AT1 0.895 AT AT2 0.796 0.754 0.901 0.834 AT3 0.909 BIU1 0.908 BIU BIU2 0.870 0.799 0.922 0.874 BIU3 0.903 MII MII1 0.882 MII2 0.913 0.806 0.893 0.760 PE1 0.957 PE PE2 0.932 0.819 0.931 0.893 PE3 0.821 PP PP1 0.921 PP2 0.927 0.853 0.921 0.828 PU1 0.893 PU PU2 0.733 0.693 0.870 0.782 PU3 0.862 PWOM1 0.909 PWOM PWOM2 0.962 0.889 0.960 0.937 PWOM3 0.958 SI1 0.912 SI SI2 0.817 0.741 0.896 0.825 SI3 0.851 SN SN1 0.954 SN2 0.964 0.919 0.958 0.912 Table 3. Reliability and Convergent Validity Construct AT BIU MII PE PP PU PWOM SI SN AT 0.868 BIU 0.766 0.894 MII 0.586 0.449 0.898 PE 0.160 0.203-0.116 0.905 PP 0.576 0.487 0.361 0.065 0.924 PU 0.604 0.601 0.308 0.024 0.447 0.832 PWOM 0.782 0.664 0.533 0.035 0.449 0.681 0.943 SI 0.505 0.451 0.576-0.155 0.489 0.361 0.476 0.861 SN 0.462 0.549 0.404-0.060 0.342 0.528 0.517 0.404 0.959 Table 4. Discriminant Validity
7 RESULTS Figure 2. Pilot test Result The results of a path analysis of the full sample indicate that H1, H3, H4, H5, H6, H7, H8, and H9 were accepted: perceived usefulness has a positive effect on attitude toward SNGs (β = 0.434, p < 0.001); playfulness has a positive effect on attitude toward SNGs (β = 0.374, p < 0.001); social image has a positive effect on subjective norms (β = 0.256, p < 0.05); maintaining interpersonal interconnectivity has a positive effect on subjective norms (β = 0. 256, p < 0.05); attitude toward SNGs has a positive effect on the behavioral intention to use SNGs (β = 0.652, p < 0.001); attitude toward SNGs has a positive effect on the behavioral intention to positive word-of-mouth (WOM) (β = 0.247, p < 0.001); subjective norms have a positive effect on the behavioral intention to use SNGs (β = 0.691, p < 0.001); and subjective norms have a positive effect on the behavioral intention to positive word-of-mouth (WOM) (β = 0.197, p < 0.05). However, the results indicate that H2 is not supported: perceived ease of use does not have a positive effect on attitude toward SNGs. 8 DISCUSSION AND FUTURE PLANS The research objectives of this study were to investigate the effects of technical-related factors (usefulness, ease of use, and playfulness) and socio-related factors (social image and maintaining interpersonal interconnectivity) of SNGs. As revealed in the pilot test, SNGs may consider social image and maintaining interpersonal interconnectivity to enhance users social influence to other potential users, as well as to enhance their intention to use the SNG. At the same time, SNGs should have perceived usefulness and playfulness in order to influence users attitude toward SNGs. Based on the pilot test results, it is assumed that sociability and playability perspectives are critical to users continuous use of the game and word-of-mouth. This research is in progress and remains unfinished. In a further study, more than 300 data sources will be collected and a full-scale test will be conducted. Also, the results and implications will be analyzed and discussed in greater detail. According to the pilot test results, refinement of the constructs is required from a statistical perspective.
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