Capturing Global Youth: Mobile Gaming in the US, Spain and the Czech Republic

Shintaro Okazaki; Radoslav Skapa; Ildefonso Grande

doi:10.1111/j.1083-6101.2008.00421.x

Capturing Global Youth: Mobile Gaming in the US, Spain and the Czech Republic

Shintaro Okazaki, Radoslav Skapa, Ildefonso Grande

Marketing : King's Business School

Research output: Contribution to journal › Article › peer-review

62 Citations (Scopus)

Abstract

We adapt the technology acceptance model (TAM) to examine the factors influencing mobile gaming adoption among “global youth.” Our model replaces usefulness with convenience, incorporating visual appeal and escapism as antecedents of fun, and perceived novelty and economic value as antecedents of convenience. Questionnaire surveys were conducted in the U.S., Spain, and the Czech Republic, producing 432 usable responses. In the structural model assessment with the pooled sample, convenience exercises greater effects on attitude toward mobile games than fun, suggesting that the most important driver is probably the capability of being used flexibly at any time and in any place, rather than mere enjoyment. Tests of latent means suggest that most dimensions are perceived more strongly in the Czech Republic.

Original language	English
Pages (from-to)	827-855
Journal	Journal of Computer-Mediated Communication
Volume	13
Issue number	4
DOIs	https://doi.org/10.1111/j.1083-6101.2008.00421.x
Publication status	Published - 2008

Keywords

Gaming
Mobile gaming
Adoption
Czech Republic
Spain
U.S.A.
Marketing
Global youth

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10.1111/j.1083-6101.2008.00421.x

Cite this

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abstract = "We adapt the technology acceptance model (TAM) to examine the factors influencing mobile gaming adoption among “global youth.” Our model replaces usefulness with convenience, incorporating visual appeal and escapism as antecedents of fun, and perceived novelty and economic value as antecedents of convenience. Questionnaire surveys were conducted in the U.S., Spain, and the Czech Republic, producing 432 usable responses. In the structural model assessment with the pooled sample, convenience exercises greater effects on attitude toward mobile games than fun, suggesting that the most important driver is probably the capability of being used flexibly at any time and in any place, rather than mere enjoyment. Tests of latent means suggest that most dimensions are perceived more strongly in the Czech Republic.",

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AB - We adapt the technology acceptance model (TAM) to examine the factors influencing mobile gaming adoption among “global youth.” Our model replaces usefulness with convenience, incorporating visual appeal and escapism as antecedents of fun, and perceived novelty and economic value as antecedents of convenience. Questionnaire surveys were conducted in the U.S., Spain, and the Czech Republic, producing 432 usable responses. In the structural model assessment with the pooled sample, convenience exercises greater effects on attitude toward mobile games than fun, suggesting that the most important driver is probably the capability of being used flexibly at any time and in any place, rather than mere enjoyment. Tests of latent means suggest that most dimensions are perceived more strongly in the Czech Republic.

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KW - Marketing

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Capturing Global Youth: Mobile Gaming in the US, Spain and the Czech Republic

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Keywords

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