Identifying Factors Influencing Continuance Intention and Actual Behavior of Online Computer Games In Chongqing, China


  • Yingjie Li

DOI: 10.14456/shserj.2023.8
Published: 2023-06-09


Utilitarian Outcome Expectations, Hedonic Outcome Expectations, Subjective Norms, Continuance Intentions, Actual Behavior


Purpose: This research aims to identify the factors influencing students’ continuance intention and actual behavior of online computer games in Chongqing, China. Seven variables were used to construct a conceptual framework of this study including attitudes, utilitarian outcome expectations, hedonic outcome expectations, subjective norms, time constraint, continuance intention and actual behavior. Research design, data and methods: The data were collected from 500 participants. Nonprobability sampling were accounted, including judgmental sampling, quota sampling and convenience sampling. The index of item-objective congruence (IOC) and Cronbach's Alpha were assessed to approve validity and reliability before the data collection. Structural equation model (SEM) and confirmatory factor analysis (CFA) were applied in the statistical analysis, including goodness of fit indices, reliability and validity. Results: Attitude, utilitarian outcome expectation, hedonic outcome expectation, subjective norms, time constraints significantly influence continuance intention. Furthermore, the continuance intention has the strongest influence on the actual behavior of online computer games among students. Conclusions: Game developers and marketers are recommended to design and promote the features of online computer games to enhance users’ continuance intention and actual behavior.

Author Biography

Yingjie Li

School of Journalism and Media, Southwest University, China.


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How to Cite

Li, Y. (2023). Identifying Factors Influencing Continuance Intention and Actual Behavior of Online Computer Games In Chongqing, China. Scholar: Human Sciences, 15(1), 72-80.