User stickiness in mobile games. (1st November 2022)

• Record Type: Journal Article
• Authors: Lu, Wei; Xing, Ruben; Deng, Pei; Shen, Zihan
• Is Part Of: International journal of data science. Volume 7:Number 2(2022)
• Page Start: 95
• Page End: 120
• Publication Date: 2022-11-01
• Subjects: mobile game -- users stickiness -- structural equation -- technology acceptance model -- users' behaviour theory -- flow phenomenon; Big data -- Periodicals; Data mining -- Periodicals; Information storage and retrieval systems -- Periodicals; Decision making -- Data processing -- Periodicals; 005.7
• Languages: English
• ISSNs: 2053-0811

Abstract

The continuous development of information technology in social needs has promoted the development of the mobile game industry, making games an important cultural and entertainment consumer product. The game industry became a huge dividend market. However, the booming game industry is highly competitive. How to maintain its competitiveness has become an urgent problem to be solved. This research aims at the related factors that affect users' game stickiness, such as user-perceived quality, switching cost, and perceived ease of use are focused as the primary concerns of this research. Combining the characteristics of games and users' behaviour, a structural equation model is constructed. Through the questionnaire survey and structural equation analysis, it is found that sociality, payment mechanism, user interface and plot have positive effects on game stickiness. Finally, based on the idea of behavioural design and the analysis results, this paper proposed some systematic improvement strategies for game stickiness.