Journal Search Engine
Search Advanced Search Adode Reader(link)
Download PDF Export Citaion korean bibliography PMC previewer
ISSN : 2233-4165(Print)
ISSN : 2233-5382(Online)
Journal of Industrial Distribution & Business Vol.9 No.4 pp.63-72

The Intention to Play Online Games in China

Ki-Chang Yoon**, Hasisheng Xu***, Dal-Ho Lim****
** First Author, Adjunct Professor, Dept. of International Business, Chungbuk National University, Korea. Tel: +82-43-261-2339, E-mail:
*** Co-Author, Master of Business Administration at Chungbuk National University, Korea. E-mail:
**** Corresponding Author, Professor, Dept. of International Business, Chungbuk National University, Korea. Tel: +82-43-261-3351
March 15, 2018. March 31, 2018. April 15, 2018.


Purpose - The purpose of this paper is to investigate the effects of online game properties, social interaction, and player satisfaction on intention to online games in Chinese gamers.
Research design, data, and methodology - This study is an empirical analysis assuming that properties of online games, social interaction and satisfaction will induce Chinese gamers' intention to play online games. We set the relationship between the six variables as follows. First, the properties of online games, exogenous variables, were identified by three factors: entertainment, security, participation and challenge. Second, we had input social interaction among gamers as another exogenous variables. Third, the gamer's satisfaction of online games was added to the research model as a mediating variable between exogenous variables and endogenous variables. Finally, gamer's intention to play influenced by satisfaction and social interaction was used as final endogenous variable. The data used for the empirical analysis were collected through questionnaires for Chinese under age 35 who enjoy the online games. The data used in the research were finally extracted from 195 questionnaires. The collected data were tested through the analysis of the measurement model (Step 1) and the analysis of the structural model (Step 2). The covariance structure equation model (SEM) was used for the analysis. The measurement model and structural model were evaluated by the maximum likelihood method.
Results - The results of the empirical analysis are as follows. The satisfaction of online games were entertainment and security had a significant effect to satisfaction; but participation and challenge and social interaction had no significant effect on satisfaction. The social interaction among gamers and the satisfaction with online games have a significant influence on the intention to play online games. As a result, the attributes of the game were affecting the intention to play the game after satisfaction. Social interaction influenced the intention to play online games rather than satisfaction itself.
Conclusions - This study provide some practical implications for the new companies who want to enter the online game industry and seek to competitiveness in China, and provide theoretical implications on the role of interaction among gamers in the study of online games.

JEL Classifications: M31, L81, L86

중국 게이머의 온라인게임 참여의도에 관한 연구

윤기창**, 서해생***, 임달호****


    Chungbuk National University




    1. Amory, A., Naicker, K., Vincent, J., & Adams, C. (1999). The use of computer games as an educational tool: Identification of appropriate game types and game elements. British Journal of Educational Technology, 30(4), 311-321.
    2. Anderson, J. C., & Gerbing, D. W. (1988). Structural equation modeling in practice: A review and recommended two-step approach. Psychological Bulletin, 103(3), 411-23.
    3. Arbuckle, J. L. (2003). Amos 5, SmallWaters. IL: Chicago. Bagozzi, R. P., & Yi, Y. (1988). On the evaluation of structural equation models. Journal of the Academy of Marketing Science, 16(1), 74-94.
    4. Bandura, A. (1993). Perceived Self-Efficacy in Cognitive Development and Functioning. Educational Psychologist, 28(2), 117-148.
    5. Barsky, J. D. (1992). Customer satisfaction in the hotel industry: Meaning and measurement. Hospitality Research Journal, 16(1), 51-73.
    6. Bhatnagar, A., Misra, S., & Rao, H. R. (2000). On risk, convenience, and Internet shopping behavior. Communications of the ACM, 43(11), 98-105.
    7. Bickart, B., & Schindler, R. M. (2001). Internet forums as influential sources of consumer information. Journal of interactive marketing, 15(3), 31-40.
    8. Byun, H. M. (2007). The Study of Commitment and Customer Loyalty of During on line Game’s Virtual Community Activation. Master’s Dissertation, Hanyang University.
    9. Choi, D. S., Kim, H. Y., & Kim, J. W. (2000). A Cognitive and Emotional Strategy for Computer Game Design. Asia Pacific Journal of Information Systems, 10(1), 165-187.
    10. Cronin Jr, J. J., & Taylor, S. A. (1992). Measuring Service Quality: A Reexamination and Extension. The Journal of Marketing, 56(3), 55-68.
    11. Csikszentmihalyi, M. (1990). Flow: The Psychology Of Optimal Performance. NY: Cambridge University Press.
    12. Engel, J. F., Blackwell, R. D., & Miniard, P. W. (1990). Customer Behavior. Hinsdale, IL: Dryden.
    13. Engel, J. F., Kollat, D. T., & Blackwell, R. D. (1982). Comsumer Behavior, The Role of the Consumers in Marketing. New York: HRS Inc.
    14. Etezadi-Amoli, J., & Farhoomand, A. F. (1996). A structural model of end user computing satisfaction and user performance. Information & Management, 30(2), 65-73.
    15. Fishbein, M., & Ajzen, I. (1975). Belief, Attitude, Intention and Behavior: An Introduction to Theory and Research. Reading, MA: Addison-Wesley.
    16. Fornell, C., & Larcker, D. F. (1981). Evaluating Structural Equation Models with Unobservable Variables and Measurement Error. Journal of Marketing Research, 18(1), 39-50.
    17. Gehrke, D., & Turban, E. (1999, January). Determinants of successful website design: Relative importance and recommendations for effectiveness. In Systems Sciences, 1999. HICSS-32. Proceedings of the 32nd Annual Hawaii International Conference on System Science (HICSS'99), Hawaii, USA.
    18. Hair, J. F., Anderson, R. E., Tatham, R. L., & Black, W. C. (1998). Multivariate Data Analysis(5th ed.). Englewood Cliffs. NJ: Prentice-Hall.
    19. Hallowell, R. (1996). The relationships of customer satisfaction, customer loyalty, and profitability: An empirical study. International Journal of Service Industry Management, 7(4), 27-42.
    20. Han, H. J. (2004). The Study about On-line Game’s Attribute and Consumer Attitude. Master’s Dissertation, Chung-Ang University. Hunt,
    21. H. K. (1977). Conceptualization and Measurement of Consumer Satisfaction and Dissatisfaction (Ed.). (No. 77-103). Cambridge, Massachusetts: Marketing Science Institute.
    22. Kim, C. K., Park, S. B., & Kim, K. H. (2001). The Effect of Marketing Activities, Social Interactivity, Flow on Online Game Loyalty and Word of Mouth: On the Role of Brand Attractiveness and Brand Identification as a Mediating Variables. Korean Marketing Review, 8(3), 93-120.
    23. Kim, J. Y. (2006). A Study of the Influence of User Satisfaction with Online Game on Purchase Intention for Game Item. Master’s Dissertation, Sookmyung Women’s University.
    24. Kim, S. I., Lee, J. S., & Jeong, C. (2017). The Effect of Guesthouse Interaction and Physical Environment Quality on Satisfaction and Loyalty: The Case of Foreign Tourists. Journal of Tourism Sciences, 41(7), 137-157.
    25. Krueger, N. F., & Carsrud, A. L. (1993). Entrepreneurial intentions: Applying the theory of planned behaviour. Entrepreneurship & Regional Development, 5(4), 315-330.
    26. Leng, D. W. (2008). A Study of the Influence of Satisfaction with Online Game Item on Purchase Intention. Master’s Dissertation, Kangnung National University
    27. Liu, Zhi (2008). A Study on the Effects of Online Game Attributes on Customer Satisfaction and Customer Loyalty. Master Dissertation, Paichai University.
    28. Nam, H. J. (2002). A Study on the Determinant for Customer’s Purchase Intention in Online Computer Games. Master’s Dissertation, Ajou University.
    29. Rust, R. T., & Oliver, R. W. (1994). The Death of Advertising. Journal of Advertising, 23(4), 71-77.
    30. Ryckman, R. M., Robbins, M. A., Thomton, B., & Cantrell, P. (1982). Development and validation of physical self-efficacy scale. Journal of Personality and Social Psychology, 42(5), 891-900.
    31. Ryu, K. M. (2001). Analysis of Factors Influencing the Level of Commitment on On-line Games. Master’s Dissertation, Hanyang University.
    32. Salisbury, D., Pearson, R., & Harrison, A. (1998). Who's afraid of the World Wide Web? An initial investigation into the relative impact of two salient beliefs on Web shopping intent. AMCIS 1998 Proceedings, 115.
    33. Seo, J. O. (2008). The Effects of Preference of Sales Promotion – Using on Consumer’s Product Satisfaction and Repurchase Intention: Focused on Clothing/Fashion Products in Internet Shopping Mall. Master’s Dissertation, Konkuk University.
    34. Shapero, A., & Sokol, L. (1982). The social dimensions of entrepreneurship. Encyclopedia of Entrepreneurship, 72-90.
    35. Shin, K. B. (2010). The Effects of Self-Leadership on Self-Efficacy and Job Performance of Service Employees. Journal of Human Resource Management Research. 1 7(1), 91-104.
    36. Um, M., Kim, T., & Kim, C. (2005). An Exploratory Study for Investigating Loyalty in On-line Games: Focus on Interactivity and the Sense of Presence. Korean Management Science Review, 22(4), 47-66.
    37. Westbrook, R. A. (1980). A rating scale for measuring product/service satisfaction. The Journal of Marketing, 44(4), 68-72.
    38. Westbrook, R. A., & Black, W. C. (1985). A motivationbased shopper typology. Journal of Retailing, 61(1), 78-103.
    39. Wigand, R. T. (1997). Electronic commerce: Definition, theory, and context. The Information Society, 13(1), 1-16.
    40. Xu, Ling, & Yoon, H. S. (2017). A Study on The Voice Chatting System of MMORPGs in China. Journal of Korea Game Society, 17(1), 99-108.
    41. Yoon, K. C., & Lee, J. E. (2017), The Impact of Entrepreneurial Temperament and Social Capital on Entrepreneurial Intention before Start-up. The International Journal of Industrial Distribution & Business, 8(6), 97-109.