Mobile Gaming Perceived Enjoyment and Ease of Play as Predictors of Student Attitude and Mobile Gaming Continuance Intention

Abstract

With the rapid development in wireless networks and mobile communication devices nowadays, the current received wisdom is that online and offline mobile gaming are dominating the people’s time - particularly the youth generation. As a result, the mobile gaming industry has been fast growing in South Africa. Nevertheless, scant attention is given to the empirical investigation of the influence of mobile gaming perceived enjoyment and mobile gaming perceived ease of play on attitude towards mobile gaming and continuance intention in South Africa. Therefore, the principal objective of this study is to fill this void by examining the influence of students’ mobile gaming perceived enjoyment and perceived ease of play on mobile gaming continuance intention and the mediating role of student attitude towards mobile gaming intention in these relationships in South African universities. A sample data of 352 is collected for final data analysis. All the posited five hypotheses are supported. Managerial implications of the findings are discussed and limitations and future research directions are indicated.

DOI: 10.5901/mjss.2013.v4n14p237