Measuring the consumers’ satisfaction and behavior intention on games marketplace technology platform: A perspective of two combination behavior models

The present research investigates the behavioural perspective of consumers in terms of satisfaction and behaviour intention towards the Games marketplace technology platform (GMTP). Two behavioural theories, namely the Unified Theory of Acceptance and Use of Technology (UTAUT) and Expectation Confirmation Theory (ECT), were utilised as the development model. The model was tested to respondents in the developing country. A Structural Equation Model (SEM) with Confirmatory Factor Analysis (CFA) was used as the analysis tool. A total of 8 hypotheses were developed. The variables were instrumented through the questionnaire, and purposive sampling method was conducted. The result projects the respondents’ behaviour in capturing their perceived towards the games marketplace. Four out of eight hypotheses were accepted. The Performance Expectancy has the most dominant value to Satisfaction, while Satisfaction has the direct dominant influence on Behavior Intention. Several discussions on theoretical and practical implications were noted.