Getting in the Flow Together: The Role of Social Presence, Perceived Enjoyment and Concentration on Sustainable Use Intention of Mobile Social Network Game

Mobile Social Network Games (MSNGs) are defined as a product that combines games and social network services (SNSs). Compared with games played individually, MSNGs offer additional enjoyment to users through competition or cooperation. Mobile phone games, which rely on SNS platforms, can develop a strong social presence for users. This study focuses on factors affecting the sustainable use intention of MSNGs. In our study, we chose social presence as our dependent variable and proved that the social presence perceived by players in MSNGs has a positive impact on the sustainable use intention through a series of mediator variables. Second, the game product itself can easily lead to player addiction; therefore, in this study, we use the flow theory—perceived enjoyment and concentration—as our mediator variables. The results showed that perceived enjoyment and concentration are important factors driving the attitude towards MSNGs and that attitude presents a significant positive effect on sustainable use intention. This study enhances the current understanding of sustainable use intention of MSNGs and provides practical implication for MSNG development strategies and the theoretical implication.