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APPLYING THE AHP METHOD TO EXAMINE FACTORS INFLUENCING PLAYERS’ INTENTION TO USE ONLINE GAMES

 Jyi-Chang Tsai Department of Information Management, 

I-Shou University, Kaohsiung, Taiwan 

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Lisa Y. Chen* Department of Information Management, 

I-Shou University, Kaohsiung, Taiwan 

*Corresponding Author: This email address is being protected from spambots. You need JavaScript enabled to view it.

Bo-Yu Chou Department of Information Management, 

I-Shou University, Kaohsiung, Taiwan 

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Abstract 

With the rapid development of online gaming technology and the growing demand from players, online gaming has firmly established itself as one of the mainstream segments in the global gaming market, holding significant market potential. In this context, this study aims to explore the factors influencing players' intention to use online games. The study begins by reviewing relevant factors from previous research and incorporates these into an AHP hierarchical structure, designing a questionnaire that is then distributed to online game players for data collection, followed by AHP hierarchical analysis. A total of 115 questionnaires were collected, of which 13 were invalid, resulting in 102 valid responses. The findings indicate that among the three main dimensions influencing players’ intention to use-game design, information systems and service quality, and game reputation-game design is the most valued dimension by online game players. In the game design dimension, entertainment is the most important factor for players; in the information systems and service quality dimension, system quality is considered the most significant; and in the game reputation dimension, peer influence is seen as the key factor. In terms of the overall ranking of ten factors, system quality is the most important factor for players, followed by information quality, entertainment, user interface design, and service quality. 

Key words: AHP Hierarchical Analysis, Game Design, Entertainment, Intention to Use