THE EFFECT OF THE CREATIVITY OF MOBILE GAME PLAYERS ON THE THEORY OF PLANNED BEHAVIOR
Authors:
Hong-Wen Lin & Ya-Cing Jhan
Abstract:
In this mobile game-based research, 222 valid online questionnaires were collected, on which a regression analysis was conducted to investigate the effect of the creativity of players on the Theory of Planned Behavior. The findings showed that the stronger the creativity is, the more it affects attitudes, subjective norms and perceived behavioral control. And the stronger the attitude, subjective norm, and perceived behavioral control are, the more they influence the behavior intention of players to play mobile games. All research hypotheses were supported by the findings.