Abstract
Online browser game is becoming one of the most promising and lucrative growth markets. A comprehensive understanding of online browser game adoption is the first step to understand browser game adoption. A growing body of research into the experience and effects of online games indicates that the enjoyment of playing is a complex, dynamic and multifaceted phenomenon. Based on Technology acceptance model, Flow, Theory of Planned Behavior, and social role theory, this paper proposed an integrated framework that explains player behavior toward adoption of online browser games. A survey was conducted to evaluate the research model. The results indicated that increasing consumers' perceptions of ease of use, flow experience, social norms, attitude, Perceived behavioral control, subjective norm, critical mass, descriptive norms, perceived enjoyment, and relaxation, and providing players with low access cost would improve their acceptance of online browser games.