An Empirical Study On The Personal Use Intention Of Social Net Site Game

With the rapid development of social net site industry in recent years, social net site game is playing an increasing role in the industry, and the factors which influence the intention of playing the social net site game have become a hot topic. In this study, based on the technology acceptance model, combined with knowledge of marketing, will be different levels of external variables included in the study, constructed a model of social net site game intended for personal use; We designed a scientific survey, used questionnaire survey to collect data;In the pre-survey,Our questionnaire reliability and validity are tested, and then used the method of formal investigation equation model to analyze the data, and finally confirmed the existence of the model, and the theoretical model assumptions were verified.The research obtained the following main conclusions base on the summarized the theory and data analysis:1.The technology acceptance model is effective to explain the intend to play the social net site game.2. There are three different levels of external varables, incude social level, corporate level, individual level, influence the perceived usefulness and perceived ease of use.3. Social norms is still the important factor to influence the intention of using social net site game.4. Perceived usefulness is the only factor of directly influencing the use intention of social net site game.5. Perceived ease of ues, although not associated with the intention of social net site game, but it is a health factor to influence the intention.