Demystifying Youth’S Play Intention of Multiplayer Online Mobile Game: an Utaut3 Model Perspective

Abstract

Purpose: The primary objective of this study is to identify and examine the effects of the various determinants of the unified theory of acceptance and use of technology (UTAUT3) model on multiplayer online mobile games (MPOMGs) adoption and actual play behaviour of young gamers. Design/methodology/approach: The research used an online survey method to collect data from a sample of 685 Indian youth. The participants were selected using a convenience sampling procedure. Structural equation modelling technique was used to evaluate the sufficiency and structural relationship between the various dimensions of the UTAUT3 model in the context of MPOMG. Findings: The findings of the study indicate that the dimensions of “Price Value” and “Facilitating Condition” did not show a significant relationship with the play intention of MPOMG among youth. However, the newly introduced dimension, “Personal Innovativeness,” was found to have a significant impact on predicting the play intention of MPOMG. Research limitations/implications: This study was limited to young Indian gamers. Therefore, future study is needed to analyse across cultures and regions. Moreover, this study contributes to the existing scholarly literature on the implementation of a newly established technological framework, namely, UTAUT3, in the context of MPOMG research. Hence, this study offers a fresh viewpoint for comprehending the youth’s inclination towards MPOMG. Additionally, various determinants the affects the MPOMG adoption and play behaviour is highly relevant for industry managers and game developers to create MPOMG, that are more likely to attract and retain users, leading to increased levels of engagement and success. Originality/value: UTAUT3 is a novel framework to determine the technology adoption in a different context. UTAUT3 model is still unexplored and adopted in MPOMG play intention research. Therefore, this study provides a novel perspective to understand the youth’s intention to play the MPOMG in the newly developed technology adoption model perspective. © 2024, Emerald Publishing Limited.