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Authors: Krassie Petrova and Haixia Qu

Affiliation: Auckland Unoversoty of Technology, School of Computing and Mathematical Sciences, New Zealand

ISBN: 978-989-8111-11-1

Keyword(s): Mobile gaming, mobile commerce, mobile business, survey, adoption, New Zealand.

Related Ontology Subjects/Areas/Topics: e-Business ; Enterprise Information Systems ; M-Business and Ubiquitous Services ; Web and Mobile Business Systems and Services

Abstract: The paper presents the design and the results of a project studying the adoption of mobile gaming (playing mobile games) in the New Zealand youth market. An adoption model extending TAM (Technology Adoption Model) was used, with intention to use as the dependent variable. Data were gathered from a sample group consisting of undergraduate university students. It was found that adopters of mobile gaming were likely to be male as well as female, and also that the group surveyed exhibited a behaviour towards relatively high spending on mobile entertainment (in proportion to income). Perceived expressiveness was found to be the most significant influential factor affecting intention to use, while perceived enjoyment was found to be motivated by perceived ease of use. Recommendations regarding developing and offering mobile games are also included.

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Paper citation in several formats:
Petrova K.; Qu H. and (2007). PLAYING MOBILE GAMES: CONSUMER PERCEPTIONS AN EMPIRICAL STUDY.In Proceedings of the Second International Conference on e-Business - Volume 1: ICE-B, (ICETE 2007) ISBN 978-989-8111-11-1, pages 209-214. DOI: 10.5220/0002115202090214

@conference{ice-b07,
author={Krassie Petrova and Haixia Qu},
title={PLAYING MOBILE GAMES: CONSUMER PERCEPTIONS AN EMPIRICAL STUDY},
booktitle={Proceedings of the Second International Conference on e-Business - Volume 1: ICE-B, (ICETE 2007)},
year={2007},
pages={209-214},
publisher={SciTePress},
organization={INSTICC},
doi={10.5220/0002115202090214},
isbn={978-989-8111-11-1},
}

TY - CONF

JO - Proceedings of the Second International Conference on e-Business - Volume 1: ICE-B, (ICETE 2007)
TI - PLAYING MOBILE GAMES: CONSUMER PERCEPTIONS AN EMPIRICAL STUDY
SN - 978-989-8111-11-1
AU - Petrova, K.
AU - Qu, H.
PY - 2007
SP - 209
EP - 214
DO - 10.5220/0002115202090214

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