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Exploring factors affecting the adoption and continuance of online games among college students in South Korea

Integrating uses and gratification and diffusion of innovation approaches

Sungkyunkwan University, Seoul, Korea

Seung-Eun Lee

SK Telecom Research Institute, Seoul, Korea

Byoung-Sun Kim

Keimyung University, Daegu, Korea

This study approached online games as an innovation and new medium with both Uses and Gratifications Perspective and Diffusion of Innovation Theory as theoretical frames. Based on a survey sample of Korean college students, this study investigated the differences in game adoption (1) between adopters (including continuers and discontinuers) and nonadopters (including potentials and resistors), (2) between continuers and discontinuers, and (3) between potentials and resistors of online games. Multiple logistic regression analyses showed that demographic profiles and innovativeness were strong predictive constructs for predicting online game adoption.

Key Words: adoption • diffusion of innovation • innovativeness • online game • perceived characteristics • perceived needs • uses and gratification

New Media & Society, Vol. 8, No. 2, 295-319 (2006)
DOI: 10.1177/1461444806059888


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