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학술연구/단체지원/교육 등 연구자 활동을 지속하도록 DBpia가 지원하고 있어요.
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논문 기본 정보
- 자료유형
- 학술저널
- 저자정보
- 저널정보
- 한국데이터전략학회 Journal of Information Technology Applications & Management Journal of Information Technology Applications & Management Vol.27 No.6
- 발행연도
- 2020.12
- 수록면
- 197 - 224 (28page)
이용수
초록· 키워드
오류제보하기
Mobile games have become one of the most important driving forces of the game industry. We focus on the continuous intention to use Chinese mobile games from the perspective of experiential marketing and network externalities. We integrate user experience, network externalities and flow theory into expectation confirmation model and explore the influencing factors of continuous usage intention of Chinese mobile game and propose a research model. Game experience, service experience, perceived enjoyment, social interaction, challenge, perceived number of users and perceived number of peers were employed as independent variables, while flow, perceived value and satisfaction as mediating variables and continuous intention as the dependent variable. After surveying 426 samples, the model is tested with structural equation model.
The results reveal that perceived enjoyment significantly positively influences perceived value, flow, satisfaction, and continuous intention. The greater the enjoyment of the game, the greater the satisfaction of the game and the greater the willingness to use it continuously. Game experience has a significant direct effect on continuous intention, which indicates that a better game experience can retain more users. Service experience and perceive number of peers positively influence satisfaction.
Another finding is that social interaction and perceived number of users positively influence perceived value and flow, which indicate that social attributes are critical roles for retaining users. Game challenge also positively influences flow. The proper level of challenge is more likely to cause users to enter the state of flow. Flow indirectly influences continuous usage intention through the satisfaction of the game, which indicates that satisfaction is driven by flow experience and further retaining users. Empirical results implied that mobile game companies need to focus on improving user experience, expectation satisfaction and extending network externalities to improve the continuous intention of using mobile game.
The results reveal that perceived enjoyment significantly positively influences perceived value, flow, satisfaction, and continuous intention. The greater the enjoyment of the game, the greater the satisfaction of the game and the greater the willingness to use it continuously. Game experience has a significant direct effect on continuous intention, which indicates that a better game experience can retain more users. Service experience and perceive number of peers positively influence satisfaction.
Another finding is that social interaction and perceived number of users positively influence perceived value and flow, which indicate that social attributes are critical roles for retaining users. Game challenge also positively influences flow. The proper level of challenge is more likely to cause users to enter the state of flow. Flow indirectly influences continuous usage intention through the satisfaction of the game, which indicates that satisfaction is driven by flow experience and further retaining users. Empirical results implied that mobile game companies need to focus on improving user experience, expectation satisfaction and extending network externalities to improve the continuous intention of using mobile game.
목차
Abstract
1. Introduction
2. Literature Review and theory
3. Research Model and Hypotheses
4. Empirical Results
5. Conclusion
References
참고문헌 (73)
참고문헌 신청
Alzahrani / 2017 / Extending the theory of planned behavior (TPB) to explain online game playing among Malaysian undergraduate students / Telematics and Informatics 34(4):239~251
AuroraMobile / Research Report on mobile game industry in 2019
Bhattacherjee, A. / 2001 / Understanding information systems continuance : An expectation confirmation model / MIS Quarterly 25(3):351~370
Boyd, D. M. / 2007 / Social Network Sites : Definition, History, and Scholarship / Journal of Computer-Mediated Communication 13(1):210~230
Bridges, E. / 2008 / Hedonic and utilitarian shopping goals : The online experience / Journal of Business Research 61(4):309~314
AuroraMobile / Research Report on mobile game industry in 2019
Bhattacherjee, A. / 2001 / Understanding information systems continuance : An expectation confirmation model / MIS Quarterly 25(3):351~370
Boyd, D. M. / 2007 / Social Network Sites : Definition, History, and Scholarship / Journal of Computer-Mediated Communication 13(1):210~230
Bridges, E. / 2008 / Hedonic and utilitarian shopping goals : The online experience / Journal of Business Research 61(4):309~314
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