Analysis of critical factors for social games based on extended technology acceptance model: a DEMATEL approach

In recent years, social games such as ‘Farmville’ and ‘Pokémon Go’ have become a major game type in the gaming industry. This study examines the importance of different factors in social games using the Technology Acceptance Model (TAM) and DEMATEL. The result shows ‘social norm’ as the most important factor overall. It is also found that ‘pleasure’ and ‘sociability’ are the most important aspects in ‘perceived enjoyment’. Regarding key aspects in each factor, ‘flow experience’ is crucial in ‘perceived attractiveness’, ‘game fairness’ largely influential in ‘social norm’, and ‘reputation of platform and service provider’ a decisive aspect in ‘platform service and corporate image’. These findings and analyses are apt references for social game providers to improve their services.