MOTIVATIONS FOR SOCIAL NETWORK SITE (SNS) GAMING: A USES AND GRATIFICATION & FLOW PERSPECTIVE

The penetration of the internet, smart-phones and tablets has witnessed tremendous increase in the number of people playing online games in the past few years. Social networking site (SNS) games are a subset of digital games. They are platform based, multiplayer and reveal the real identity of the player. These games are hosted on social networks such as Facebook, where in people play with many other players online. The risks associated with social network gaming are addiction, theft, fraud, loneliness, anxiety, aggression, poor academic performance, cognition distortion etc. This study aims to understand the user motivations to continue to play social networking games and spread a word of mouth for these games. To understand this phenomenon, Uses and Gratification theory (U&G) along with flow and immersion have been considered as the antecedents. A total of 242 respondents comprising of 125 participants who play social networking games and 117 participants who do not play social networking games completed the survey. This aided in understanding the participants’ motivations and inhibitions towards playing social networking games. The present findings indicate that gratifications, flow and immersion are significantly related to the continuance motivation, which in turn is significantly related to word of mouth