THE CAUSAL FACTOR INFLUENCING TO THE USER INTENTION TO PLAY THE ONLINE GAME IN CHINA

Abstract

The market consumption of online game in 2001 was 310 million CUY and this number increased to 3.6 billion in 2004, the maker consumption increased 10 times in a short time. End to December of 2014, the number of online game player reached 377 million witch take 58.1% of internet users show that the online game has become the most important entertainment on the internet. In 2015 Chinese game industry report show online game player number was 534 million with market consumption of 140.7 billion CUY. Chinese online game industry welcome a high speed of development. In this research, researchers want to study causal factor influencing to the user intention to play the online game in china. The qualitative method and statistical analyzed with PLS-SEM techniques were used in this study. The results of study performance expectancy had a significant effect on behavior intention, effort expectancy had a significant effect on behavior intention, social influence had a significant effect on behavior intention, facilitating conditions had a significant effect on use behavior and behavior intention had a significant effect on use behavior.