Definition Advancement The desire to gain power, progress rapidly, and accumulate in-game symbols of wealth or status ing an interest in analyzing the underlying rules and system in order to character performan L Relationship he need to form long-term relationships with others Escapism Need to avoid thinking about real life problems through immersion in the People with strong needs for advancement and interest in the mechanics of the game are likely to spend more time playing online games. The same goes for thos strong need for forming relationships and escaping the reality through online games. These functional objectives are often unattainable without practice, repeated atte perseverance, and hence are expected to be positively related to game playing. Anecdotal evidence suggests that these needs are associated with continued game play Hla: Need for advancement increases the extent of online game playing HIb: Need for mastering a game s mechanics increases the extent of online game playing HId: Need for escapism increases the extent of online game playing We argue that the functional needs that motivate game playing can also cater to the formation of high levels of online game playing addiction. When ones abovement become constant, frequent, strong and automatic, he or she can develop a compulsive pattern of game-seeking and use behaviors which is a manifestation of addiction Berridge, 2003). The competitive aspects of games cater to ones need for achievement and mastering the game mechanics, which in turn, help the formation of add et al., 2009). The social and interactive aspect of games caters to the social and escapism needs of game players, and can also inform the formation of online game ad (Klimmt et al., 2009 Specifically, the need for competition and mastering the mechanics of the game may cause users to be more engaged in the games, which is a manifestation of flow st et al., 1993). Flow states often drive computer users to further and repeatedly use information systems (Koufaris, 2002), and can lead to online game addiction( Chou Ting, 2003). Moreover, online game playing can become a substitute for real life social interaction( riffiths, 2009). When one's needs for virtual social interactions and escaping real-life interactions are high, he or she can also engage in excessive game playing whi diction Lo et al., 2005). Indeed, it has been shown that at least the need for escapism, and need for advancement predict online game addiction (Yee, 2006). There H2a: Need for advancement increases the level of online game addiction Ime 's mechanics increases the level of online game addiction H2c: Need for relationship increases the level of online game addiction. H2d: Need for escapism increases the level of online game addiction Addiction often develops through excessive and repetitive use, which re-wires people's brains and makes them develop a somewhat unrealistic set of positive expecta the IT artifact(Turel et al., Forthcoming). In substance abuse settings, people's brains become hypersensitive to cues from the addictive substance and overemphasize salience of the thrill, until it forms a pathological state of"wanting"(Robinson Berridge, 1993; Robinson Berridge, 2001). Given the neurobehavioral similarities substance addictions and online game addiction(Ko et al., 2009a), it is reasonable to expect that the same holds in the context of online games. Taken together, we ex hore a user plays online games, the stronger the psychological dependency he or she develops, and the stronger his or her addiction symptoms(e. g, conflict with oth will be. Hence H3: The extent of online game playing increases the level of online game addiction. The influences of prevention and harm reduction factors on online addiction Based on a review of the addiction prevention and harm reduction literature(Dickson et al., 2002; Echeburua& de corral, 2010: Eissenberg, 2004: Flay petra Hatsukami et al., 2004; Hwang et al., 2004; Marlatt, 1996, Stice et al., 2006, van Hamel et al., 2007, wiehe et al., 2005), we identified six prevention and harm reduc that can reduce online game playing, ease some of the symptoms of online game addiction(e.g, conflict with other activities), and ultimately alleviate one's level of a These factors and their definitions are listed in Table 2Construct Definition Advancement The desire to gain power, progress rapidly, and accumulate in-game symbols of wealth or status. Mechanics Having an interest in analyzing the underlying rules and system in order to optimize character performance. Relationship The need to form long-term relationships with others. Escapism Need to avoid thinking about real life problems through immersion in the game. People with strong needs for advancement and interest in the mechanics of the game are likely to spend more time playing online games. The same goes for thos strong need for forming relationships and escaping the reality through online games. These functional objectives are often unattainable without practice, repeated atte perseverance; and hence are expected to be positively related to game playing. Anecdotal evidence suggests that these needs are associated with continued game play 2010; Joe & Chiu, 2009; Lin, 2010), and that many online game players engage in this activity to escape reality (Hussain & Griffiths, 2009), socialize (Blais et al., 20 a need to excel, at least in the virtual world, as a potential alternative to deficiencies in some aspects of the real world (Yee, 2006; Young, 2010a; Young, 2010b). Hen H1a: Need for advancement increases the extent of online game playing. H1b: Need for mastering a game’s mechanics increases the extent of online game playing. H1c: Need for relationship increases the extent of online game playing. H1d: Need for escapism increases the extent of online game playing. We argue that the functional needs that motivate game playing can also cater to the formation of high levels of online game playing addiction. When one’s abovement become constant, frequent, strong and automatic, he or she can develop a compulsive pattern of game-seeking and use behaviors which is a manifestation of addiction & Berridge, 2003). The competitive aspects of games cater to ones need for achievement and mastering the game mechanics, which in turn, help the formation of add et al., 2009). The social and interactive aspect of games caters to the social and escapism needs of game players, and can also inform the formation of online game ad (Klimmt et al., 2009). Specifically, the need for competition and mastering the mechanics of the game may cause users to be more engaged in the games, which is a manifestation of flow st et al., 1993). Flow states often drive computer users to further and repeatedly use information systems (Koufaris, 2002), and can lead to online game addiction (Chou & Ting, 2003). Moreover, online game playing can become a substitute for real life social interaction ( Griffiths, 2009). When one’s needs for virtual social interactions and escaping real-life interactions are high, he or she can also engage in excessive game playing whi addiction (Lo et al., 2005). Indeed, it has been shown that at least the need for escapism, and need for advancement predict online game addiction (Yee, 2006). There H2a: Need for advancement increases the level of online game addiction. H2b: Need for mastering a game’s mechanics increases the level of online game addiction. H2c: Need for relationship increases the level of online game addiction. H2d: Need for escapism increases the level of online game addiction. Addiction often develops through excessive and repetitive use, which re-wires people’s brains and makes them develop a somewhat unrealistic set of positive expecta the IT artifact (Turel et al., Forthcoming). In substance abuse settings, people’s brains become hypersensitive to cues from the addictive substance and overemphasize salience of the thrill, until it forms a pathological state of “wanting” (Robinson & Berridge, 1993; Robinson & Berridge, 2001). Given the neurobehavioral similaritie substance addictions and online game addiction (Ko et al., 2009a), it is reasonable to expect that the same holds in the context of online games. Taken together, we ex more a user plays online games, the stronger the psychological dependency he or she develops, and the stronger his or her addiction symptoms (e.g., conflict with oth will be. Hence: H3: The extent of online game playing increases the level of online game addiction. The influences of prevention and harm reduction factors on online game addiction Based on a review of the addiction prevention and harm reduction literature (Dickson et al., 2002; Echeburua & de Corral, 2010; Eissenberg, 2004; Flay & Petra Hatsukami et al., 2004; Hwang et al., 2004; Marlatt, 1996; Stice et al., 2006; van Hamel et al., 2007; Wiehe et al., 2005), we identified six prevention and harm reduc that can reduce online game playing, ease some of the symptoms of online game addiction (e.g., conflict with other activities), and ultimately alleviate one’s level of a These factors and their definitions are listed in Table 2