Krassie Petrova, Haixia Qu



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 Harvard Style

Petrova K. and Qu H. (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

in Bibtex Style

author={Krassie Petrova and Haixia Qu},
booktitle={Proceedings of the Second International Conference on e-Business - Volume 1: ICE-B, (ICETE 2007)},

in EndNote Style

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