Customer Intention to Play Mobile Social Games in Indonesia

Abstract: The main purpose of this study is investigating the influence of network externalities, Individual gratifications and time flexibility on the intention to play mobile social games in Indonesia. The data is collected from online closed-ended questionnaire which distributed to 202 respondents from many provinces in Indonesia. The questionnaire consist of 18 questions that related with all four variables in the study. The results from Smart PLS analysis indicated that network externalities have positive and significant effect to individual gratifications and time flexibility but have not significant effect on to the intention to play mobile social games. Meanwhile, Individual gratifications and time flexibility has a positive and significant effect to the intention to play mobile social games.

Key words: mobile social games; network externalities; individual gratifications; time flexibility; intention to play

JEL code: M5