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Development of Habitual Behaviour in Online Social Gaming: Understanding the Moderating Role of Network Externality

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  • Nan Jiang

    (Taylor's University, Malaysia)

  • Manmeet Kaur

    (Taylor's University, Malaysia)

  • Mohd Muttaqin Bin Mohd Adnan

    (Taylor's University, Malaysia)

  • Jason James Turner

    (Asia Pacific University of Technology and Innovation, Malaysia)

  • See Kwong Goh

    (Taylor's University, Malaysia)

Abstract

Game habit and game addiction are distinguished in terms of psychological motivation, meaning, and a player's experience of gaming. The majority of contemporary studies address either the challenges or difficulties of particular habit formation often in the context of disciplined force or negative consequences of game addiction. Game habit does not necessarily imply game addiction. The objective of this study is to investigate the key antecedents of game habit formation using a quantitative study with 341 respondents collected in West Malaysia and analysed via structural equation modeling. The results demonstrate that game habit formation is formed more naturally with automatic control mechanisms, influenced by play intensity, flow experience, and self-efficacy, and the effect of play intensity towards game habit is interacted by network externality.

Suggested Citation

  • Nan Jiang & Manmeet Kaur & Mohd Muttaqin Bin Mohd Adnan & Jason James Turner & See Kwong Goh, 2021. "Development of Habitual Behaviour in Online Social Gaming: Understanding the Moderating Role of Network Externality," International Journal of Cyber Behavior, Psychology and Learning (IJCBPL), IGI Global, vol. 11(1), pages 20-37, January.
    • Handle: RePEc:igg:jcbpl0:v:11:y:2021:i:1:p:20-37
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