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Users’ Level of Gratification, Service Mechanism on Continuance Motivation to Play Online Games in Social Networking Sites

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The objective of study to examines the relationship of users’ level of gratification, service mechanism on continuance motivation to play online games in social networking sites. Data was collected from 406 game players in Malaysia and analyzed with Structural Equation Modeling-SmartPLS. Results found that three factors to measure users’ level of gratification to play online games were statistically significant on continuance motivation. Hypothesis regarding the fairness of game online service provider was rejected and incentive given to online game players was supported the hypothesis. A higher level of fairness will lower players’ level of motivation to play the online game. Further study is needed in the analysis of the relationship between fairness and motivation to play an online game.
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Document Type: Research Article

Publication date: April 1, 2015

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  • ADVANCED SCIENCE LETTERS is an international peer-reviewed journal with a very wide-ranging coverage, consolidates research activities in all areas of (1) Physical Sciences, (2) Biological Sciences, (3) Mathematical Sciences, (4) Engineering, (5) Computer and Information Sciences, and (6) Geosciences to publish original short communications, full research papers and timely brief (mini) reviews with authors photo and biography encompassing the basic and applied research and current developments in educational aspects of these scientific areas.
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