The role of flow experience in cyber-game addiction.
Consumer habit, an important key to repetitive consumption, is an interesting yet puzzling phenomenon. Sometimes this consumption becomes obsessive--consumers will continue to act a certain way even when they feel it is not in their best interests. However, not all consumers develop such addictions. This study uses cyber-game addiction syndrome as an analogue to trace the possible causes of consumer addiction. Results from structure equation modeling show that repetition of favorite activities has a moderate effect upon addiction, which is in line with the assertion of rational addiction theory. However, flow experience--the emotional state embracing perceptional distortion and enjoyment--shows a much stronger impact on addiction. This suggests that consumers who have experienced flow are more likely to be addicted.
Chou
Ting-Jui
TJ
School of Marketing, University of South Australia, Adelaide, Australia. Ting_Jui.Chou@unisa.edu.au
Ting
Chih-Chen
CC
D016739:Behavior, Addictive / Q000523:psychology*; D003256:Community Participation / Q000523:psychology*; D003196:Computer Graphics; D003198:Computer Simulation; D004644:Emotions; D005715:Gambling / Q000523:psychology; D005717:Games, Experimental; D006184:Habits; D006801:Humans; D020407:Internet; D008960:Models, Psychological; D009483:Neuropsychological Tests; D010988:Play and Playthings / Q000523:psychology; D012054:Reinforcement, Psychology; D012649:Self Concept; D014584:User-Computer Interface