تلخیص
The present study has attempted to identify the relationship between hedonic and utilitarian
gratification with social network gaming habitual behavior while considering the mediating role of
flow experience as well. Online questionnaire was distributed using convenience sampling technique
to collect 493 valid responses from young gaming consumers in Pakistan. The collected data was
analyzed by executing Pearson correlation and structural equation modelling tests through SPSS 22
and SmartPls 3.0 software. Results of data analysis confirmed the proposed hypotheses of this
research. Overall, hedonic and utilitarian gratification have moderately positive and significant
association with social network gaming habitual behavior and flow experience was identified to
partially mediate the relationship among proposed variables of the study.
Kashif Abrar, Asif Khurshid Mian. (2020) Modeling Social Network Gaming Habitual Behavior Among Young Consumers. A Uses and Gratification and Flow Perspective, Abasyn Journal of Social Sciences, Volume-13, Issue-2.
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