| With the gradual improvement of the 3G network, and the information terminal performance rising, mobile applications become richer, mobile Internet market is still maintained rapid development. As an important mobile Internet entertainment application, Mobile games causing the attention of the industry chain, and also has been favored by venture capitalists. As the development of mobile game still have great room for improvement on technical ability, the study of scholars about mobile games most stay at the technical level, and user behavior research for less.The traditional theoretical models can explain some when used on mobile Internet applications, but the special nature of the mobile game itself makes the interpretation of a single model of diminished capacity, Thinking about characteristics of mobile games, through literature review, this study based on the TAM model, combined with TRA/TPB/IDT/COMPASS and perceived entertainment theory, extract the perception of cost, perception of mobility, perceived entertainment, perceived compatibility, contributing factors, interaction and other variables, mining the innovation influence path, put forward interactive innovation variable according to the mobile Internet development, as well as the mobile game factor, social factor, personal perception factors for basic framework, building "mobile game use intention influencing factors model" which enhance the model’s predictive power.This study collected 355 valid questionnaires, through empirical analysis reach conclusions as follows:the influence of contributing factors, perceived usefulness and perceived costs to the use intention of mobile game was not significant, to sort other significant factors, followed by entertainment for the perception, perceived compatibility, subjective norm, perceived ease of use, interactivity and perceived mobility. Based on the findings,the study provide marketing suggestions for mobile operators and game developers. |
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