英文摘要 |
This study investigates the antecedents and consequences of Taiwanese people's intention of continuous usage in Pokémon GO during COVID and suggests a new conceptual model. The purpose of this paper is to examine whether users of Pokémon GO can have flow experience and perceived usefulness from interactivity and inspiration of Pokémon GO. Furthermore, we intent to know how player engagement is shaped via flow experience and perceived usefulness of Pokémon GO, which eventually leads to a positive brand value and intention of continuous usage during COVID. To the end, we invited Taiwanese people who are familiar with Pokémon GO to do survey questionnaire and successfully collected 159 valid samples. Findings showed that interactivity and inspiration are two major antecedents of consumers’flow experience. The flow experience with Pokémon GO can generate favorable attitudes towards AR apps and more trust in AR apps, which trigger players’engagement with Pokémon GO and then improve perceived value and intention of continuous usage during COVID. Finally, this paper discusses both the theoretical and managerial implications. |