What Drives Adoption of Cloud-Based Online Games in an Emerging Market? An Investigation Using Flow Theory

Abstract

Intention to adopt playing games on electronic gadgets has well been explored by researchers. However, cloud of things (CoT) enabled online games, as a new service, has yet to see its widespread acceptance and usage by consumers in emerging markets and hence, the need for research on factors determining behavioural intention to adopt it. Using flow theory, this study aims at investigating the role of some additional variables such as enjoyment and usage cost in shaping the behavioural intention to adopt playing CoT-enabled online games. The data, collected from 145 respondents through an online survey was analysed using PLS-SEM. The results show that enjoyment had a direct significant effect on behavioural intention to use cloud-based online games as well as indirect effect via flow state. The facilitating conditions and effort expectancy influenced behavioural intention through flow state, whereas social influence and usage cost had direct influence on behavioural intention. The study provides meaningful insights for managers in the online games industry and future direction for research.