In this study I investigated the influence of materialism on online game addiction. A questionnaire survey was completed by university students in Taiwan who were users of the popular Facebook application Happy Farm. Results showed that (a) the materialism of individual users who had been playing Happy Farm for less than 6 months had a positive impact on their Internet addiction, but those who had been playing Happy Farm for more than 6 months were not influenced by individual materialism; and (b) interpersonal relationships moderated the effect of users' materialism on online game addiction. I also found that materialism had a greater positive influence on novice players of Happy Farm than on experienced players, and that interpersonal relationships moderated this influence.Facebook, the top social network globally (Nielsen Wire, 2012), is a classic form of social media that easily induces addiction -a phenomenon that affects the lifestyles of individuals. Li and Bernoff (2008) used the term groundswell to describe how social media uses technology to promote relationships between people. They emphasized that this trend is based on people who not only possess an infinite desire to establish relationships, but also act on this desire. This phenomenon has created a permanent and long-lasting change in the way the world operates, and it has also been revealed that, although social media initially only attracted the attention of young people, today it has become a major part of the lives of people of all ages (Weinberg, 2009). Moreover, online games are some of the most popular applications on Facebook. After a user registers and SOCIAL
Purpose
The purpose of this paper is to propose an innovative service model regarding the public library’s pilot project in Taiwan – Borrowing Books from Convenience Stores (BBCS). The proposed model presents a comprehensive evaluation of patrons to enhance readers’ intention to adopt this innovative library service.
Design/methodology/approach
A structured questionnaire was used to collect data from the users of the public library and convenience stores in Taiwan. Structural equation modeling was used to analyze the data.
Findings
The main findings of this study make both theoretical and practical contributions. First, this study explores the library’s extending service to convenience stores, and proposes an integrated BBCS model for the library’s innovative service. Second, the identification of influential factors, such as control influence, social interaction and perceived values of convenience, contributes to a marketing strategy for this innovative service offered by the library. Third, gender differences in some relationships of influential factors on BBCS use intention were identified.
Originality/value
Although many studies have investigated the adoption of self-service technology, this paper is the very first attempt to explore the use of the innovative library service in convenience stores. Based on several theories, an integrated model for users’ intention to use BBCS is proposed in this study. The authors also recommend various gender-specific strategies of BBCS service.
scite is a Brooklyn-based organization that helps researchers better discover and understand research articles through Smart Citations–citations that display the context of the citation and describe whether the article provides supporting or contrasting evidence. scite is used by students and researchers from around the world and is funded in part by the National Science Foundation and the National Institute on Drug Abuse of the National Institutes of Health.