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An Extended Expectation-Confirmation Model and Post-Adoption Behaviour of Augmented-Reality Game Players

In: Business in Uncertainty

Author

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  • Mathupayas Thongmak

    (Thammasat University)

Abstract

The purpose of this work is to adapt the Expectation Confirmation Theory (ECT)/ Expectation Confirmation Model (ECM) and the Theory of Consumption Value (TCV) to explore antecedents and consequences of adopting an Augmented-Reality (AR) Game. Pokémon Go players in Thailand completed an online questionnaire. A Confirmatory Factor Analysis (CFA) and Structural Equation Modeling (SEM) approaches were employed to test a measurement model and a structural model. The results confirmed that the ECT/ ECM and the TCV were efficient to explain players’ continuance intention. Findings guide not only game marketers but also game providers and game developers in improving the game design and game marketing strategies. This study extended the impacts continuance intention/ satisfaction to game addiction, intention to recommend, and intention to use other LBSs.

Suggested Citation

  • Mathupayas Thongmak, 2024. "An Extended Expectation-Confirmation Model and Post-Adoption Behaviour of Augmented-Reality Game Players," Palgrave Studies in Cross-disciplinary Business Research, In Association with EuroMed Academy of Business, in: Demetris Vrontis & Alkis Thrassou & Leonidas Efthymiou & Yaakov Weber & S. M. Riad Shams & Evangelos (ed.), Business in Uncertainty, chapter 0, pages 115-137, Palgrave Macmillan.
    • Handle: RePEc:pal:pscchp:978-3-031-65587-6_6
    DOI: 10.1007/978-3-031-65587-6_6
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