The determinants of adolescents´ behavioral intentions towards online services: Empirical evidence from online game industry

This research proposes a conceptual model with perceived value, satisfaction, subjective norm and individual characteristics (i.e., self-esteem, self-efficacy and extraversion) as key predictors of adolescents´ intention to play online games. Perceived value is determined by positive factor of perceived benefits and negative factor of perceived risks. A survey was conducted to test the model. Most hypotheses were supported. Moreover, sub-dimensions of perceived benefits (i.e., ability expansion, playfulness and pleasure of control, telepresence and group identification) and perceived risks (i.e., psychosocial, financial, physical, performance and time risks) salient for adolescent online gamers were identified. The effect of perceived value on playing intention is mediated by satisfaction.