{"status":"ok","message-type":"work","message-version":"1.0.0","message":{"indexed":{"date-parts":[[2026,2,1]],"date-time":"2026-02-01T06:16:38Z","timestamp":1769926598446,"version":"3.49.0"},"reference-count":102,"publisher":"Emerald","issue":"1","license":[{"start":{"date-parts":[[2017,3,6]],"date-time":"2017-03-06T00:00:00Z","timestamp":1488758400000},"content-version":"tdm","delay-in-days":0,"URL":"https:\/\/www.emerald.com\/insight\/site-policies"}],"content-domain":{"domain":[],"crossmark-restriction":false},"short-container-title":["ITP"],"published-print":{"date-parts":[[2017,3,6]]},"abstract":"<jats:sec>\n<jats:title content-type=\"abstract-subheading\">Purpose<\/jats:title>\n<jats:p>Extending on flow theory, the purpose of this paper is to explore how interactivity (human-to-human interactivity and human-to-machine interactivity) and personal beliefs (perceived attractiveness, personal involvement, and perceived uncertainty) impact flow experience; this study also investigates how flow experience is related to replay intention. Furthermore, this is the first study to explore the relationship between perceived uncertainty and challenges in online gaming.<\/jats:p>\n<\/jats:sec>\n<jats:sec>\n<jats:title content-type=\"abstract-subheading\">Design\/methodology\/approach<\/jats:title>\n<jats:p>The proposed research model was empirically evaluated using survey data collected from online game players. The evaluation was conducted using partial least squares of structural equation modeling.<\/jats:p>\n<\/jats:sec>\n<jats:sec>\n<jats:title content-type=\"abstract-subheading\">Findings<\/jats:title>\n<jats:p>The findings revealed that flow experience was a significant predictor of replay intention. Four antecedents of flow (telepresence, focused attention, skills, and challenges) had a positive influence on flow experience. Interactivity (human-to-human interactivity and human-to-machine interactivity) and personal beliefs (perceived attractiveness, personal involvement, and perceived uncertainty) influenced these antecedents. Moreover, human-to-human interactivity exerted a greater impact on the flow experience antecedents than did human-to-machine-associated interactivity. This study reveals that human-to-human interactivity is most crucial to the effective development of online games. In addition, the author find that utilitarian motivations have positive moderating effects on the relationship between flow and replay intention. Finally, additional practical and managerial implications are discussed.<\/jats:p>\n<\/jats:sec>\n<jats:sec>\n<jats:title content-type=\"abstract-subheading\">Originality\/value<\/jats:title>\n<jats:p>Few empirical studies have explored the moderating role of utilitarian motivations. This original study analyzed how utilitarian motivations moderate the relationships between flow and replay intention of online game players. Moreover, this is one of the first studies to explore the characteristic of uncertainty and its role in the context of online game playing.<\/jats:p>\n<\/jats:sec>","DOI":"10.1108\/itp-06-2015-0139","type":"journal-article","created":{"date-parts":[[2017,5,10]],"date-time":"2017-05-10T03:58:18Z","timestamp":1494388698000},"page":"139-162","source":"Crossref","is-referenced-by-count":78,"title":["A model for exploring players flow experience in online games"],"prefix":"10.1108","volume":"30","author":[{"given":"Chuang-Chun","family":"Liu","sequence":"first","affiliation":[]}],"member":"140","reference":[{"issue":"4","key":"key2020120823193793300_ref001","doi-asserted-by":"crossref","first-page":"665","DOI":"10.2307\/3250951","article-title":"Time flies when you\u2019re having fun: cognitive absorption and beliefs about information technology usage","volume":"24","year":"2000","journal-title":"MIS Quarterly"},{"issue":"6","key":"key2020120823193793300_ref002","doi-asserted-by":"crossref","first-page":"524","DOI":"10.1016\/j.ijinfomgt.2011.04.007","article-title":"How iPhone innovation changed their consumption in iDay2: hedonic post or brand devotion","volume":"31","year":"2011","journal-title":"International Journal of Information Management"},{"issue":"6","key":"key2020120823193793300_ref003","doi-asserted-by":"crossref","first-page":"475","DOI":"10.1016\/j.ijinfomgt.2010.03.003","article-title":"Social behavior and brand devotion among iPhone innovators","volume":"30","year":"2010","journal-title":"International Journal of Information Management"},{"issue":"4","key":"key2020120823193793300_ref004","doi-asserted-by":"crossref","first-page":"644","DOI":"10.1086\/209376","article-title":"Work and\/or fun: measuring hedonic and utilitarian shopping value","volume":"20","year":"1994","journal-title":"Journal of Consumer Research"},{"issue":"1","key":"key2020120823193793300_ref501","first-page":"76","article-title":"On the evaluation of structural equation models","volume":"16","year":"1998","journal-title":"Journal of Academic of Marketing Science"},{"key":"key2020120823193793300_ref005","volume-title":"Man, Play, and Games","year":"1961"},{"issue":"6","key":"key2020120823193793300_ref006","doi-asserted-by":"crossref","first-page":"1312","DOI":"10.1016\/j.chb.2009.06.006","article-title":"Problematic internet use and psychosocial well-being among MMO players","volume":"25","year":"2009","journal-title":"Computers in Human Behavior"},{"issue":"2","key":"key2020120823193793300_ref007","doi-asserted-by":"crossref","first-page":"210","DOI":"10.1086\/209158","article-title":"The role of involvement in attention and comprehension processes","volume":"15","year":"1988","journal-title":"Journal of Consumer Research"},{"issue":"3","key":"key2020120823193793300_ref008","doi-asserted-by":"crossref","first-page":"995","DOI":"10.1016\/j.chb.2012.01.001","article-title":"The role of perceived social capital and flow experience in building users\u2019 continuance intention to social networking sites in China","volume":"28","year":"2012","journal-title":"Computers in Human Behavior"},{"issue":"4","key":"key2020120823193793300_ref009","doi-asserted-by":"crossref","first-page":"263","DOI":"10.1108\/09593840010359473","article-title":"Exploring web users\u2019 optimal flow experiences","volume":"13","year":"2000","journal-title":"Information Technology & People"},{"issue":"4","key":"key2020120823193793300_ref010","doi-asserted-by":"crossref","first-page":"31","DOI":"10.1145\/1232743.1232769","article-title":"Flow in games (and everything else)","volume":"50","year":"2007","journal-title":"Communications of the ACM"},{"issue":"3","key":"key2020120823193793300_ref011","doi-asserted-by":"crossref","first-page":"230","DOI":"10.1108\/ITP-01-2013-0024","article-title":"Extending the expectation-confirmation model with quality and flow to explore nurses\u2019 continued blended e-learning intention","volume":"27","year":"2014","journal-title":"Information Technology & People"},{"issue":"4","key":"key2020120823193793300_ref012","doi-asserted-by":"crossref","first-page":"511","DOI":"10.1016\/S0022-4359(01)00056-2","article-title":"Hedonic and utilitarian motivations for online retail shopping behavior","volume":"77","year":"2001","journal-title":"Journal of Retailing"},{"key":"key2020120823193793300_ref013","unstructured":"Chin, W.W. 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