UNDERSTANDING HCI ISSUES OF BROWSER GAME
PLAYING IN CHINA
An Empirical Study
Fan Zhao
Lutgert College of Business, Florida Gulf Coast University, 10501 FGCU Blvd. S., Fort Myers, FL 33965-6565, U.S.A.
Qingju Huang
Hubei University of Technology, Post Code 430068, Wuhan, China
Keywords: Online game, Browser game, Acceptance.
Abstract: Online browser game is becoming one of the most promising and lucrative growth markets. A
comprehensive understanding of online browser game adoption is the first step to understand browser game
adoption. A growing body of research into the experience and effects of online games indicates that the
enjoyment of playing is a complex, dynamic and multifaceted phenomenon. Based on Technology
acceptance model, Flow, Theory of Planned Behavior, and social role theory, this paper proposed an
integrated framework that explains player behavior toward adoption of online browser games. A survey was
conducted to evaluate the research model. The results indicated that increasing consumers’ perceptions of
ease of use, flow experience, social norms, attitude, Perceived behavioral control, subjective norm, critical
mass, descriptive norms, perceived enjoyment, and relaxation, and providing players with low access cost
would improve their acceptance of online browser games.
1 INTRODUCTION
In recent years, online games have gained popularity
around the world. According to the new Online
Game Market Forecasts report by DFC Intelligence
(DFC Intelligence, 2011), PC online game revenue
alone will reach $15.7 billion in 2013 (not including
video online games). Online games are computer
controlled games, including both PC games and
video games, played by consumers over network
technology, especially through the Internet. Online
games can be categorized into multiplayer and
single-player games. At present, multiplayer games,
especially massively multiplayer online games
(MMOG) are most successful among all online
games. World of Warcraft, one of the famous
MMOG, surpasses 12 million monthly subscribers at
the end of 2010 (Blizzard Entertain, 2011).
Browser games are a special type of MMOG that
web browser is the only platform for the games.
Players do not need to download or install a large
amount of programs in client machine. Browser
games are mainly developed using flash and web
programming languages, such as PHP, while typical
MMOG or contemporary off-the-shelf games require
other typical game development languages, such as
C++. Similarly to MMOG, browser games allow
players build large communities in the game, such as
alliances. Players, therefore, can participate in mass
campaigns in the games. There are four major
differences between a browser game and a typical
MMOG:
1) Typical MMOG require software installation
while browser games only need an Internet browser
to be installed in the client machine;
2) Typical MMOG require better configuration of
client computers with larger computer memory,
bigger hard drive, and higher performance graphic
card. Browser games only require large computer
memory because no software installation is needed.
3) The style of playing browser games is different.
In typical MMOG, it may need hours for a playing
team to complete a complicated massive task
without any interruption. The activities in browser
games are typically decision making tasks (e.g.,
allocating production resources, finalizing business
campaign decisions). Players can easily leave the
254
Zhao F. and Huang Q..
UNDERSTANDING HCI ISSUES OF BROWSER GAME PLAYING IN CHINA - An Empirical Study.
DOI: 10.5220/0003496002540260
In Proceedings of the 13th International Conference on Enterprise Information Systems (ICEIS-2011), pages 254-260
ISBN: 978-989-8425-56-0
Copyright
c
2011 SCITEPRESS (Science and Technology Publications, Lda.)
game once they give the decision commands. Since
the program will run by itself on the server side, the
tasks will be completed on a desired time and
players can return to the game later to check the
completed tasks.
4) Most current MMOG require players with higher
keyboard and mouse skills (e.g., remember
combinations of keys to speed up the game control
when fighting to enemies). The skill requirement of
browser games is very low: if you know how to use
mouse, you can play.
In the last two years, browser games have become
extremely popular among network gamers. In China,
there are over 100 million people, out of 400 million
cyber users, playing browser games (CNNIC, 2011).
Past studies have conducted relatively little
empirical research on online browser games. There
is a need to understand the factors influencing
customer acceptance of browser games. The
information can assist game developers and
researchers in designing better games and help game
vendors develop better marketing strategies to fit in
customer needs for online game playing. The
purpose of this study is to exam what factors affect
browser game adoption and why people prefer
playing browser games.
2 THEORETICAL
BACKGROUND
Technology acceptance model (TAM) has received
considerable attention of researchers in the human
computer interface (HCI) over the last decade. TAM
is defined as an individual’s psychological state
regarding to his/her voluntary or intended use of a
particular technology (Davis, 1989). Two basic
determinants, perceived ease of use and perceived
usefulness, are adopted to predict and explain
technology or system use in TAM. Hsu and Lu
(2004) analyzed 233 online surveys and suggested
that perceived ease of use and perceived usefulness
are positively related to attitude toward playing an
online game. However, interestingly, Lee (2009),
after analyzing 672 surveys in his study, argued that
both perceived usefulness and perceived ease of use
do not have significant effects on playing online
games and he further conclude that TAM is not
suitable to explain entertainment-oriented IT.
Flow is a term first introduced by
Csikszentmihalyi (1975), who defined it as the
“holistic sensation that people feel when they act
with total involvement” (p. 36). It denotes an
optimal experience so engrossing and enjoyable that
the activity becomes worth doing for its own sake
without the impetus of extrinsic motivation
(Csikszentmihalyi, 1999). Hsu and Lu (2004)
narrowed definition of flow as an extremely
enjoyable experience in online game playing and
identified positive relationship between flow and
intention to play an online game. Voiskounsky et al.
(2004) proposed that flow is one of the sources long-
time attracting online game players. Moreover,
several other studies (Choi and Kim, 2004; Kim et
al., 2005, Lee, 2009) identified that flow experience
is significantly stronger than other factors
influencing the intention to play online games.
Social Influence is the degree to which important
others believed s/he should perform the behavior in
question (
Fishbein and Ajzen, 1975). Social influence
is one of the driving forces of behavior intention to
use any new technology (
Tibenderana, 2010). Hsu
(2004) demonstrated social norms and critical mass
as two types of social influence. Social norms refer
to accepted societal rules for behavior. Following
these rules leads individuals to be accepted in the
societal group. It was found that social norms play a
significant role in the intention to use any new
technology (
Hsu and Lu, 2004; Lee, 2009). Hsu and Lu
(2007) indicated that social norms play a very
important role in online game community and are
positively related to customer loyalty to the online
game community.
Many studies adopted the Theory of Planned
Behavior (TPB) with social influence to explain
motivation in technology use (Mafe et al., 2010;
Yaghoubi and Bahmani, 2010) and predict social and
consumer behaviors (
Ajzen, 2002; Lim and Dubinsky,
2005
). TPB relies upon three factors:
1. attitude towards a behavior;
2. perceived control over performing the behavior;
and
3. subjective norm regarding the behavior.
Ajzen (1991) defined attitude as an individual’s
overall evaluation of performing a behavior and
argued that attitude affects uses’ behavior intention.
Several studies (
Hsu and Lu, 2004; Lee, 2009) have
examined the positive effects of attitude on online
game playing intention. Further, Lu and Wang (2008)
found that online game addiction is positively
associated with game loyalty.
Perceived control refers to how easy or difficult
individuals believe it would be for them to perform
a behavior (Lou et al., 2000). It is determined by
control beliefs, which result from the degree that
individuals perceive the existence of factors that
could inhibit or facilitate the occurrence of the
UNDERSTANDING HCI ISSUES OF BROWSER GAME PLAYING IN CHINA - An Empirical Study
255
behavior (strength of control belief) and the power
of these factors to make it easier or harder to engage
in the behavior (power of control belief). Lee (2009)
demonstrated that perceived control is positively
related to intention to play online games. Moreover,
he indicated that new players of online games are
more influenced by perceived control than experts.
From the perspective of online game addiction, Lu
and Wang (2008) believed that perceived control is
negatively associated with online game addiction.
They argued that the game players are most likely to
develop an addiction, if they lose control of the
game.
Subjective norm refers to perceived social
pressure to perform or refrain from a behavior (
Ajzen,
1991). It can also be defined as what people believe
important others would or would not want them to
do concerning the behavior in question. Subjective
norms are determined by normative beliefs (i.e.,
beliefs about whether specific important others think
one should or should not perform the behavior) and
motivations to comply (i.e., how much the person
wants to comply with each normative referent).
Subjective norms can partially explain why many
students decide to play a certain online game while
their friends are playing it. Lee (2009) pointed out
that subjective norms encourage players to
continually play online games.
Perceived critical mass is an individual’s
perception of whether a behavior has attracted a
sufficient number of individuals to indicate that
critical mass has been reached (Lou et al., 2000). In
IT adoption, it can be defined that the perception of
a technology value increases along with the number
of its adopters. Lou et al. (2000) argued that
communication and interaction with others may
increase perceived critical mass. Hsu and Lu (2004)
found that perceived critical mass significantly and
directly affected attitudes and intentions and
dominated online game players’ behaviors.
Okun and colleagues (2002) suggested that social
norms can be divided into injunctive (what people
feel others think they ought to do) and descriptive
(what other people actually do) norms. Lu and
Wang (2008) argued that perceived critical mass was
inappropriately adopted in Hsu and Lu’s (2004)
study because the concept of critical mass does not
distinguish the relationship between the game
players and the “other people”. The relationship
could be important or not important to the players.
Hsu and Lu (2004) believed that only those
important referents can significantly influence
players’ intentions. Therefore, they adopted
descriptive norms in their research model and found
descriptive norms are positively related to online
game addiction.
Social influence is subject to a lot of erroneous
factors and moderations such as gender, age and
experience in technology use intention and
Information Systems adoption (Venkatesh and
Morris, 2000). According to social role theory,
behavioral gender differences are shown based on
the differential social roles inhabited by women and
men (Eagly et al., 2000). Williams et al. (2009)
argued that social role theory offers a better
understanding of online game playing regarding
gender issues. According to the study based on
social role theory, Williams found different
characteristics associated with different gender (i.e.,
male are most likely to player achievement oriented
and aggressive games). Stepping outside gender role
theory, from data analysis perspective, researchers
also found gender difference for online game
playing. In his online game study, Lee (2009) found
a dramatic gender difference that males have
stronger influence of perceived enjoyment on the
intention to play online games than females. This
finding concurs with the argument of Chen and Liu
(2009) that online game playing is affected by
gender. Furthermore, Joe and Chiu (2009) argued
that players will repeatedly intend to play similar
games based on their gender characteristics.
In some game studies (Kim et al., 2002, Chou
and Ting, 2003), playfulness was adopted in the
research because it was demonstrated to be one of
the major reasons why users intend to play the
games. Playfulness refers to intrinsic interest that
motivates players continually playing the games. Lu
and Wang (2008) indicated that perceived
playfulness is positively related to online game
addiction. This finding is in line with work of Lee
(2009) that perceived enjoyment has a significant
influence on both attitude and intention to play
online games.
Based on the results of factor analysis,
Schultheiss (2008) identified four factors which
motivate game players to keep playing online games:
1. thrill (playfulness);
2. challenge;
3. relaxation; and
4. playing experience.
The findings underlie the fact that game players are
looking for challenges in the games to encourage
them playing continually. If the game is too simple,
players will lose their interest. Additionally, players
are trying to relax themselves in the games and keep
away from realistic working, studying, and daily
issues. Playing experience is another factor
ICEIS 2011 - 13th International Conference on Enterprise Information Systems
256
associated with game playing motivation. Players
with prior game-playing experiences will understand
typical game playing logics and styles and can easily
start to play a similar game, which will develop a
smooth beginning of game playing. Chen and Liu
(2009) found that the university faculties who have
prior game-playing experiences are more likely to
have a positive intention to play online games. Table
1 concludes the factors related to online game
playing.
3 HYPOTHESES
According to the literature review, although Lee
(2009) found TAM is not suitable for online game
studies, there are many acceptance studies (Lee,
2009, Koenig-Lewis, 2010, Lee et al., 2011),
including the study from Hsu and Lu (2004), are
howing TAM is useful to explain acceptance of new
technology or services. Since no empirical study was
conducted on browser games, we still proposed:
H1: Perceived ease-of-use is positively related
tointention to play an online browser game.
H2: Perceived usefulness is positively related to
intention to play an online browser game.
Past studies (Hsu and Lu, 2004, Voiskounsky et al.,
2004, Choi and Kim, 2004, Kim et al., 2005, Lee,
2009) identified a positive relationship between flow
experience and intention to play games. To evaluate
the effects of flow experience on browser games, the
following hypotheses were proposed:
H3: Flow experience is positively related to
intention to play an online browser game.
Social influence can be defined as a real or
imaginary pressure exerted by others that shapes our
behavior (Kenrick, 1999). There are several factors
associated to TPB and social influence that were
suggested to be studied in online game playing.
Therefore, we proposed:
H4: Social norms are positively related to intention
to play an online browser game.
H5: Attitude is positively related to intention to play
an online browser game.
H6: Perceived behavioral control is positively
related to intention to play an online browser game.
H7: Subjective norm is positively related to
intention to play an online browser game.
H8: Critical Mass is positively related to intention
to play an online browser game.
H9: Descriptive norms are positively related to
intention to play an online browser game.
Perceived enjoyment refers to the pleasure and
satisfaction from performing a behavior (
Deci and
Ryan, 1987
). To evaluate the effect on browser games,
we proposed:
H10: Perceived enjoyment is positively related to
intention to play an online game.
According to the study from Schultheiss (2008), we
found three more factors that may impact online
browser game playing.
Table 1: Factors associated to online game playing.
Authors Extended perceived variables Results
Hsu et al. (2004) Perceived ease of use (PEU) PEU Attitude toward to play online games
Hsu et al. (2004) Perceived usefulness (PU) PU Attitude toward to play online games
Hsu et al. (2004); Voiskounsky et al.
(2004), Choi and Kim(2004), Kim et al.
(2005), Lee (2009);
Flow experience (FL) FL Intention to play online games
Hsu et al. (2004); Lee (2009); Social norms (SN) SN Intention to play online games
Hsu et al. (2004);
Lee (2009);
Lu and Wang (2008);
Attitude (A) A Intention to play online games
A Intention to play online games
A Online game addiction
Lee (2009);
Lu and Wang (2008);;
Perceived behavioral control
(PBC)
PBC Intention to play online games
PBC Online game addiction (negatively)
Lee (2009) Subjective Norm (SO) SO Intention to play online games
Hsu et al. (2004); Critical Mass (CM) CM Attitude toward to play online games
Lu and Wang (2008);; Descriptive Norms (DN) DN Online game addiction
Chen and Liu (2009);
Willams et al. (2009)
Gender (G) G Attitude toward to play online games
(moderator)
Schultheiss (2008);
Lu and Wang (2008);
Lee (2009)
Thrill
Perceived Playfulness
Perceived Enjoyment (PE)
PE Motivate playing online games
PE Intention to play online games
PE Online game addiction
Schultheiss (2008); Challenge (C) C Motivate playing online games
Schultheiss (2008); Relaxation (R) R Motivate playing online games
Schultheiss (2008);
Chen & Liu (2009)
Playing experience (PX) PX Motivate playing online games
UNDERSTANDING HCI ISSUES OF BROWSER GAME PLAYING IN CHINA - An Empirical Study
257
Accordingly, the following hypotheses were
proposed:
H11: Challenge is positively related to intention to
play an online game.
H12: Relaxation is positively related to intention to
play an online game.
H13: Playing experience is positively related to
intention to play an online game.
4 RESEARCH METHOD
Perceptual inputs were collected using an online
survey. To reach more and diverse browser game
players, we cooperated with the largest Chinese
online game community – 17173.com, who has over
70 million registered users and about 7 million daily
online users. There is a special online browser game
community on 17173.com. An online survey website
was developed and the invitation messages were
posted in the most heavily trafficked online browser
game discussion forums on 17173.com, such as
DanDanTang, which was ranked No. 1 browser
game by users on 17173.com.
The survey instruments used in this study were
primarily adapted from previous studies, shown as
following table 2.
Table 2: Survey instruments.
Instruments References
Perceived ease of use (PEU),
Perceived usefulness (PU),
Flow experience (FL), Attitude
(A), Perceived behavioral
control (PBC), Subjective
Norm (SO), Perceived
Enjoyment (PE),
Ajzen (1991); Hsu and
Lu (2004); Lee (2009);
Lu and Wang (2008);
Lu et al. (2009)
Social norms (SN); Critical
Mass (CM)
Hsu and Lu (2004); Hsu
and Lu (2007); Lou et
al. (2000)
Descriptive Norms (DN) Lu and Wang (2008);
Challenge (C); Relaxation (R);
Playing experience (PX)
Schultheiss (2008)
Intention Lee (2009); Ajzen
(1991); Lu and Wang
(2008)
5 RESULTS AND DISCUSSION
473 responses were collected in two weeks. User
name and email address were used to eliminate the
duplicated responses. 392 responses were finally
accepted after filtered out incomplete and invalid
responses. (presented table 3).
Table 3: Demographic information.
Measure Item Frequency Percentage
Gender Male
Female
287
105
0.73
0.27
Age (years) <20
21 –24
25–30
30-40
>41
108
81
59
82
60
0.28
0.21
0.15
0.21
0.15
Education >High school
College
Bachelor’s
Graduate
degree
47
112
145
88
0.12
0.29
0.37
0.22
Experience
of playing
browser
games(years)
<1
1-2
2-3
>3
20
129
86
157
0.05
0.33
0.22
0.4
According to the analysis, the following table
shows hypotheses testing results along with
conclusions whether the hypothesis is supported at
a<0.05. Most of the hypotheses were supported
except H2, H11 and H13. All the factors except
Perceived usefulness, challenge and playing
experience were significantly related to intention to
play online browser games.
The results of this study provide useful
information about user acceptance of online browser
games. The findings are in line with works of most
previous studies. Perceived ease of use was found
significantly related to intention. However,
perceived usefulness was revealed being
insignificantly related to intention. This result
concurs with the argument of Lee (2009) that
perceived usefulness does not have a significant
effect on attitude and intention to play online games.
We also found that the data does not support
challenge (H11) either. Similar to the explanation of
perceived usefulness, we believe that the purpose of
the browser games is to entertain players by offering
simple tasks rather than challenge players. In Table
3, we noticed that only 5% of the players whose
experience of online browser games were less than a
year. This may explain why playing experience in
the last hypothesis was found insignificantly related
to intention to play online browser games. It’s hardly
to compare when most of users have enough playing
experience. In addition, gender difference was not
found in the data. Browser games do not have many
aggressive tasks or activities. Players, therefore, may
not show up their gaming preferences in this type of
the games.
Besides the hypotheses, we also found some
interesting information. We found that 51% of the
browser game players are over 25 years old, whereas
only a small amount of people who are over 25 were
playing MMOs (i.e., there is only 4% in Hsu and
ICEIS 2011 - 13th International Conference on Enterprise Information Systems
258
Lu’s (2004) study). Moreover, in the survey, we
have a question as “Please tell us three reasons why
you like to play online browser games”. We found
out several main reasons that led players choosing
browser games:
1. Control of the game: 86% of the players
mentioned that they like the browser games because
you can play them anytime anywhere – the only
thing you need is a browser;
2. Cost: 53% of the players listed free of charge as
one of the top reasons why they chose browser
games. Most MMOs are charging monthly fee or
hourly fee for games. Therefore, the cost-effective
characteristics of browser games win some of the
players who do not like to pay for play;
3. Time: 37% of the players confessed that they
frequently played browser games during work time.
They mentioned that playing browser games does
not need to concentrate your mind on the games for
very long time. Mostly, they played a few minutes
every two or three hours. By doing so, they were
relaxed frequently through the game playing without
interrupting their work.
Table 4: Hypothesis Testing Results.
Hypotheses Independent Variables t-value Significance Support
H1
Perceived ease of use
(PEU)
2.550 0.007
Yes
H2
Perceived usefulness
(PU)
1.406 0.132
No
H3
Flow experience (FL)
2.432 0.009
Yes
H4
Social norms (SN)
4.875 <0.001
Yes
H5
Attitude (A)
3.001 0.003
Yes
H6
Perceived behavioral
control (PBC)
2.479 0.009
Yes
H7
Subjective Norm (SO)
2.275 0.022
Yes
H8
Critical Mass (CM)
2.941 0.005
Yes
H9
Descriptive Norms
(DN)
5.302 <0.001
Yes
H10
Perceived Enjoyment
(PE)
2.061 0.015
Yes
H11
Challenge (C)
1.612 0. 115
No
H12
Relaxation (R)
2.267 0.026
Yes
H13
P
laying experience (PX)
4.983 <0.001
No
Understanding the factors influencing
individual’s adoption and usage of online browser
games is crucial to both of the academic researchers
and online game practitioners. This study explored
how individuals play online browser games and the
key factors influence its adoption. Researchers can
further study the variables examined in this research
and develop more suitable frameworks in online
game study.
The empirical findings presented in this study
also provide helpful market strategies that online
game developers and vendors can use to enhance
customer willingness to browser game access. This
study thus suggests that there are means to improve
players’ acceptance of online browser games by
lowing access cost, and enhancing players’
perceptions of ease of use, flow experience, social
norms, attitude, perceived behavioral control,
subjective norm, critical mass, descriptive norms,
perceived enjoyment, and relaxation.
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