The Technology Acceptance Model for Playing Mobile Games in Indonesia


Mobile games grew to account for one-third of the global games industry in 2015. They dominated Southeast Asia in 2015 with mobile revenues accounting for nearly half the $1.4Bn Southeast Asian games market. In 2017, mobile revenues alone approached $1.3Bn, growing at an impressive CAGR (2013–2017) of +56%. Underlying this growth is the fast-rising (mobile) Internet connectivity across the region. Among the South East Asian Countries, Indonesia dominates the total mobile game market with 30.7 million players, of which 49% are payers (mobile games in or out purchasers). Even Thailand and Singapore, two of the biggest contributors in game development, have a smaller number of players and payers compared to Indonesia. Unfortunately, Indonesian games are still left out of the competition with foreign games. The chart of both Play Store (for Android) and App Store (for Apple) show that the top 10 games are all foreign games. The Indonesian mobile game industry needs to compete and utilize the opportunity of the huge number of mobile users in the country and increase its market share. Through this study, we will find the main factors and behaviors that motivate Indonesian smartphone users to play mobile games. This study employed Technology Acceptance Model (TAM) to analyze and to find the main factors. The research method used is descriptive survey with a sample of 136 respondents. Data processing was done using SEM. The results of research are Perceived Usefulness, Perceived Ease of Use, Flow, Accessibility, and Attitude as affecting behavior in playing mobile games. However, Intention doesn’t affect behavior in playing mobile games.



Keywords: game industry, mobile games, Technology Acceptance Model

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