Examining users' intention to continue using social network games: A flow experience perspective

Social network sites games (SNGs) are growing in acceptance for users, but the intention to continue using such games requires further exploration because of the acceptance-discontinuance anomaly phenomenon (i.e., users discontinuing use of SNGs after initially accepting them). The study integrates interaction and value as the antecedents of user satisfaction and flow experience; furthermore affects the SNG continuance. The results reveal the importance of flow experience, which plays a mediation role and produces indirect effects in predicting the SNGs continuance in the model. Based on the results, practical implications for SNG marketing strategies and theoretical implications will be provided. (C) 2012 Elsevier Ltd. All rights reserved.