Hsu, C-L., Lu, H-P. (2004). « Why do people play on-line games? An extended TAM with social influences and flow experience”. Information and Management, 41, pp. 853-868
Idée / Dominante : L’acceptation des jeux online par les utilisateurs s’explique essentiellement par les normes sociales et l’expérience du flow que permettent ces jeux.
Résumé : Cet étude utilise le modèle d’acceptation de la technologie (TAM) et y incorpore les influences sociales et le flow pour prévoir l’acceptation des jeux en ligne par les utilisateurs.
Le modèle d’acceptation de la technologie prévoit et explique l’adoption de la technologie par deux variables : l’utilité perçue de la technologie, et la perception de la facilité à utiliser cette technologie. Cependant ces deux facteurs ne suffisent pas à expliquer les motivations des utilisateurs de jeux en ligne. Les auteurs ont donc amélioré ce modèle en y ajoutant la notion de flow et les influences sociales.
Le flow est ici défini comme une expérience de jeu extrêmement agréable où l’utilisateur est totalement engagé dans le jeu. Les influences sociales regroupent la norme sociale et la masse critique perçue. La norme sociale influence l’utilisateur, qui aura ainsi tendance à se conformer aux attentes des autres pour obtenir une récompense / éviter un rejet, voire internaliser l’avis des autres comme une réalité. La masse critique correspond au fait que la valeur d’une technologie augmente avec le nombre de ses utilisateurs.
A l’inverse des précédentes études sur le sujet, les auteurs arrivent à la conclusion que l’utilité perçue ne motive pas les utilisateurs à jouer aux jeux online. Si les jeux en ligne répondent évidemment à un besoin hédonique, les joueurs ne continuent pas de jouer avec un but précis en tête mais le plus souvent pour « tuer le temps ».
Les facteurs sociaux ont un impact direct sur l’adoption des jeux en ligne, les utilisateurs ont en effet tendance à participer à ces jeux pour appartenir à une communauté. L’importance de la masse critique s’est également confirmée, plus il y a de joueurs en ligne, plus cela incite d’autres joueurs à participer.
Enfin, l’expérience du flow joue un rôle important. Les utilisateurs sont susceptibles de jouer continuellement s’ils sont complètement impliqués dans le jeu grâce à des dialogues, des interactions sociales, mais aussi une navigation et une interface facile.
Note d’intérêt : Cet article révèle que dans 80% des cas, le fait de jouer à des jeux online s’explique par les normes sociales et l’expérience du flow. L’importance de la norme sociale et de la masse critique pour les joueurs de jeux vidéo est importante pour notre sujet. Il serait pertinent d’appliquer le modèle TAM pour mieux comprendre l’acceptation des DLC par les joueurs. Par exemple voir si le DLC améliore l’expérience flow, ou bien si son acceptation relève des normes sociales et de la masse critique perçue. Plus il y aurait d’acheteurs de DLC, plus cette technologie serait acceptée par l’ensemble des joueurs.
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