Factors affecting Chinese Ubiquitous Game Service usage intention

The Ubiquitous Game Service (UGS) in China has emerged as the most innovative entertainment technologies adding new revenue streams, utilising the potentialities of wireless consumer applications and service offers. The study intends to examine the characteristics of Chinese game users and service affecting the intention to use UGS based upon a revised Technology Acceptance Model (TAM). The external variables include user-related factors (self-efficacy, innovativeness and self-expressiveness) and service-related factors (visibility and incentives). The survey of 536 Chinese users and the multiple regression analysis show that self-efficacy, innovativeness and visibility affect perceived ease of use whereas self-expressiveness, visibility, incentives and perceived ease of use influence perceived enjoyment. Incentives and perceived enjoyment are determinants of the behavioural intention to use. The marketing efforts should be targeted at the customers with self-efficacy, innovativeness and self-expressiveness, whereas the design strategy should be directed towards increasing visibility and incentives for the customer adoption of UGS.