Player Attachment to Mobile Social Network Games: An Information Processing View

This study applied the information processing view and the concept of fit to improve understanding of how attachment behaviour and continued use in mobile social network game (M-SNG) players is affected by the alignment between their motivation and technological capability. A quantitative method and a cross-sectional study design were used to evaluate the research model. Data were collected for 427 active M-SNG players in Taiwan. The proposed model was tested with fit as a covariation and with fit as a propensity score in matching method. The results of this study verified that (1) coalignment between motivation and technological capability is positively associated with attachment behaviour in M-SNG players; (2) M-SNG players who have a high coalignment between motivation and technological capability have stronger attachment behaviour compared to players with low coalignment; and (3) attachment behaviour is positively associated with continued use of M-SNGs. This study contributes to the literature by improving understanding of the antecedents of attachment and continued use in M-SNG players. For providers and developers, this study also provides insights into how to improve the business performance of M-SNGs.