Influence of normative beliefs on behavioral intention of Malaysian digital gamers to continue playing digital games

Abstract

Malaysia intends to become a hub of digital games entertainment industries in the future. Malaysian digital games designers are at the moment focusing on digital games which exploit one source multi use platforms for the cloud playable on PC, mobile systems and consoles. These types of digital games rely on social network, family participation and group game play. This section reports on the analysis of normative beliefs influenced by important referent individuals or groups such as family, friends and social game community. Normative beliefs have been referred to as subjective norm (SN). In this study, subjective norm has three antecedents: Family, Friend, and Social game community. From analysis, it was found that these antecedents have 26% influence on subjective norm (SN) judging from the value R 2 =0.26. These three antecedents are significant since p-value < 0.001. The behavioral intention to continue playing digital games is affected by normative beliefs by 15% since the measured value of R 2 =0.15. Social game community which has 57% influences on subjective norm plays an important role in the adoption of digital games. From the analysis, it was also found that family has 29% influences and friend has 14% influences on digital game adoption.