Applicability of the UTAUT model in playing online game through mobile phones: Moderating effects of user experience

This study is to explore consumer acceptance after implement the system based on “the Unified Theory of Acceptance and Use of Technology” (UTAUT) model. The purpose of our research empirically examined how Venkatesh's UTAUT helped online game companies understand consumer intention to play online game through mobile phones and how this changed as a consumer gained experience of playing online game and web browsing on mobile phones. The consumer's experience of playing online game and web browsing on mobile phones played moderating roles. This research used the questionnaire method to engage in exploration. Then, tested the construct validity by confirmatory factor analysis (CFA), and applied the structural equation modeling (SEM) to examine consumer attitude toward using technology. The findings reveal “Online game experience” and “Web browsing on mobile phones experience” have disturbance effect on consumer intention. The novelty of the study consisted in applying UTAUT to play online game through mobile phones while considering the moderating effects of online game experience and web browsing on mobile phones experience. Significant practical implications can be derived from the results. Finally, management implication and future research are also presented in this research.