Gratification, Loneliness, Leisure Boredom, and Self-Esteem as Predictors of SNS-Game Addiction and Usage Pattern Among Chinese College Students

This study investigated the relationships between perceived social network sites (SNS)-game addiction and gratifications, loneliness, leisure boredom, self-esteem, and usage of SNS-games. Data were gathered from a sample of 342 college students aged 18 to 22 in mainland China. Factor analysis yielded a three-factor gratifications structure (achievement, inclusion, and entertainment) based on the 11 motives for playing an SNS game obtained in a focus group. As hypothesized, loneliness and leisure boredom were found to be significant predictors of the level of SNS-game use and likelihood of addiction. SNS-game addicts tended to be male, lonely, often leisurely bored, and motivated by winning virtual money and gaining a sense of achievement. However, self-esteem was not a significant predictor. Implications for university administrators and suggestions for future research were discussed.

Getting Business Insights through Clustering Online Behaviors

This study aimed to explore the online users’ behaviors. Since the Internet was introduced to the market, the various and frequent online activities have increased, and it becomes more important for the businesses to understand the online users. Therefore this study analyzed the online users’ behaviors and segmented the users by usingK-means clustering method using actual clickstream data. There were four different research questions and, thus, four different sets of segmentations. It was found that many people find much of entertaining from online using SNS, games, and so on. In addition, some people only have access to a few specific websites. Some use the online service regularly every day while others use it in a very irregular pattern. People were divided into two groups, weekday group and weekend group. People are likely to be using the Internet either on weekdays or at weekend. Teenagers and people in their 50s are more likely to use it during weekend. In addition, teenagers also show different time zone (e.g., overnight) to use the Internet from other age groups. These results can shed light on understanding what consumers do online and what they are interested in currently and on decision making in marketing strategy.

Gratification, Loneliness, Leisure Boredom, and Self-Esteem as Predictors of SNS-Game Addiction and Usage Pattern Among Chinese College Students

This study investigated the relationships between perceived social network sites (SNS)-game addiction and gratifications, loneliness, leisure boredom, self-esteem, and usage of SNS-games. Data were gathered from a sample of 342 college students aged 18 to 22 in mainland China. Factor analysis yielded a three-factor gratifications structure (achievement, inclusion, and entertainment) based on the 11 motives for playing an SNS game obtained in a focus group. As hypothesized, loneliness and leisure boredom were found to be significant predictors of the level of SNS-game use and likelihood of addiction. SNS-game addicts tended to be male, lonely, often leisurely bored, and motivated by winning virtual money and gaining a sense of achievement. However, self-esteem was not a significant predictor. Implications for university administrators and suggestions for future research were discussed.