Maleakhi, Hendy (2019) AN EXAMINATION OF NETWORK EXTERNALITIES AND OF USES AND GRATIFICATIONS ON THE PEOPLE INTENTION TO PLAY MOBILE SOCIAL GAMES IN INDONESIA YEAR 2019-2020. S1 thesis, UNIVERSITAS ATMA JAYA YOGYAKARTA.
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Text (Hendy Maleakhi)
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Abstract
The main purpose of this research is to learn the influence of network externalities, Individual gratifications and time flexibility on the intention to play mobile social games in Indonesia. Nowadays, many Indonesian people use mobile device as a part of their daily life activity. One of the most growing sector of mobile device market is about the entertainment application of mobile social games, mobile social game can be consumed by all range of ages. It can be said from the explanation above Indonesian people participate to this growing sector. This research uses online questionnaire to collect the data, which is distributed to 202 respondents. This research is using SEM-PLS as the analyzing tool. The results show that network externalities have positive and significant effect to individual gratifications and time flexibility but negative and not significant effect on to the intention to play, other result within the research shows that individual gratifications and time flexibility has a positive and significant effect to the intention to play. It is better for the further research to add more demographic variables and also specify the products so the respondents can reach better understanding. The result of this research can help the companies of mobile games industry especially in Indonesia for their managerial decision related to strategy support of their mobile games applications to reach wider audience.
| Item Type: | Thesis (S1) |
|---|---|
| Uncontrolled Keywords: | Mobile social games, network externalities, individual gratifications, perceived number of users, perceived number of peers, enjoyment, interaction with others, time flexibility, intention to play. |
| Subjects: | Business Management > International Marketing |
| Divisions: | Fakultas Ekonomi > Manajemen Internasional |
| Depositing User: | Editor UAJY |
| Date Deposited: | 16 Nov 2021 09:32 |
| Last Modified: | 16 Nov 2021 09:32 |
| URI: | http://e-journal.uajy.ac.id/id/eprint/25319 |
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