This study examined the relationship between Gameful Experience and online mobile gaming adoption. The research adopted the philosophy of positivism,the deductive approach, and the quantitative analysis method as the research methodology. Based on established measurement scales, a questionnaire-based deductive approach was used to collect data from a quota sample of 393 students from private universities. The proposed model and hypotheses were analyzed using the structural equation modelling employing the PLS-SEM. The results indicated that Gameful Experience is positively related to online mobile gaming adoption and also showed that Gameful Experience is positively related to online mobile gaming adoption dimensions (Intention to use, Actual Use behavior, and Attitude).
One of the most important recommendations is that Gameful Experience has motivated and engaged many players to use online game services to play various games. The gamers are satisfied with their intrinsic needs and experience a feeling of enjoyment and pleasure when using the game, which helps in marketing.
Theoretical and practical implications as well as limitations and venues for future research are presented.