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

 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

0.28

0.21

0.15

0.21

0.15

Education >High school

College

Bachelor’s

Graduate

degree

112

145

0.12

0.29

0.37

0.22

Experience

of playing

browser

games(years)

1-2

2-3

129

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

Perceived ease of use

(PEU)

2.550 0.007

Yes

Perceived usefulness

(PU)

1.406 0.132

Flow experience (FL)

2.432 0.009

Yes

Social norms (SN)

4.875 <0.001

Yes

Attitude (A)

3.001 0.003

Yes

Perceived behavioral

control (PBC)

2.479 0.009

Yes

Subjective Norm (SO)

2.275 0.022

Yes

Critical Mass (CM)

2.941 0.005

Yes

Descriptive Norms

(DN)

5.302 <0.001

Yes

H10

Perceived Enjoyment

(PE)

2.061 0.015

Yes

H11

Challenge (C)

1.612 0. 115

H12

Relaxation (R)

2.267 0.026

Yes

H13

laying experience (PX)

4.983 <0.001

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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