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Factors Influencing Adoption of Mobile Social Network Games (M-SNGs): The Role of Awareness

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  • Abdullah Mohammed Baabdullah

    (King Abdulaziz University)

Abstract

M-SNGs represent a high-edge technological application that has been incessantly implemented in the electronic game sector on the international level. In the persuasion towards gaining a competitive advantage in markets, M-SNGs sponsored companies should consider factors that influence citizens’ behavioural intention to use M-SNGs as successful adoption of M-SNGs relies considerably on the level to which users are completely motivated to accept it. However, in addition to the very few studies on the international level, there is only one study that directly examined this topic within the context of Saudi Arabia. Therefore, this study aims to investigate factors that influence the adoption of M-SNGs within the domain of Saudi Arabia. As such, it examines the influence of UTAUT2 independent factors (i.e. performance expectancy, effort expectancy, hedonic motivation, price value, social influence, performance expectancy, and facilitating conditions) as well as awareness factor as independent factor over dependent factor i.e. behavioural intention. Also, it examines the impact of awareness on performance expectancy. Data was collected via field survey questionnaire distributed to a convenient sample of 355 participants. The findings indicated that all proposed hypotheses are accepted and the effect of awareness over performance expectancy was the highest followed by the effect of social influence over behavioural intention.

Suggested Citation

  • Abdullah Mohammed Baabdullah, 2020. "Factors Influencing Adoption of Mobile Social Network Games (M-SNGs): The Role of Awareness," Information Systems Frontiers, Springer, vol. 22(2), pages 411-427, April.
    • Handle: RePEc:spr:infosf:v:22:y:2020:i:2:d:10.1007_s10796-018-9868-1
    DOI: 10.1007/s10796-018-9868-1
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