A Study On Mobile Game Users’ Continuous Usage Intention

With rapid growth of smart devices and 3G and 4G mobile information technology, mobile internet industry which represented by mobile applications gets rapid developed. Mobile game is one of the important representatives of mobile applications. It attracts investment within industrial chain and also gets the attention of many financial institutions. Under the push of the mobile game developers, mobile game publishers, mobile equipment suppliers and mobile communication operators, the number of domestic mobile games showed outbreaking growth trend. But in terms of quality, there is obvious gap between developed countries.By reviewing domestic and foreign literature, scholars’ empirical study focused on the level of willingness of acceptance but less interested in sustainability of willingness of acceptance. This article is based on the Unified Theory of Acceptance and Use of Technology(UTAUT), integrated into the Context Theory, Flow Theory and Satisfaction Theory, and put forward relevant assumptions according to 9 variables index and set up the mobile game users’ continuous usage intention effect factors model. The empirical study found that, firstly, flow, effort expectancy, satisfaction has direct and positive influence on users’ continuous use intention. Secondly, perceived enjoyment and effort expectancy has the indirect effect on users’ intention to continue to use mobile games via flow. Thirdly, effort expectancy and performance expectancy also has the indirect effect on continuous use mobile games via satisfaction. Lastly, there is no significant correlation between social influence and users’ continuous use intention.This research model added the relevant variables indexes of situation and flow theory, which made this model more real to reflect mobile game users in real scenarios. At the same time, the model combining the theory of satisfaction, which showed users’ intention to continue to use after accept mobile games more clearly. In addition, this study also put forward the corresponding development suggestions to each subject of mobile games industry chain according to analysis of the results. For instance:"Flow, effort expectancy, satisfaction has a direct and positive influence on continuous use intention", "Perceived enjoyment and effort expectancy has the indirect effect on users intention to continued use mobile games via flow", "Effort expectancy and performance expectancy also has the indirect effect on continued use mobile games via satisfaction", "Social influence has a non-significant and negative effect on users continuous use intention". Therefore, mobile game developers need to learn to play the product of "subtraction", build some easy-to-use products for users, and mobile game publishers or game operations should be more from a user perspective in the process of operation, planning, then take some incentive mechanism, periodic increase customer expectations and satisfaction, mobile operators and mobile game developers or publishers should further establish cooperation relations, let the users feel service performance, enhance their experience and satisfaction. Mobile equipment suppliers could cooperate with game developers, and design and manufacture corresponding supporting facilities for specific mobile games for most of the pursuit of personality of mobile game users, especially senior users.