Game Player's Attachment Mechanism To Mobile Games

With the constant development of mobile games'market and fiercer competition of mobile games APP,building well-balanced and high quality relationships between company and players are more important.Researchs have shown that game company have failed to build stable relationship without addiction because they are unable to creat well-balanced and stable emotional bonds with players.Attachment theory that originated in the psychology provides a new perspective to explore the emotional relationships between players and game company under the commercial situation.Attachment theory is regarded as an excellent theoretical framework to explain intimate relationships between different subjects.Meanwhile,no research has directly examined the emotional attachment between players and mobile games(refers to as game attachment).Based on theoretical literature resrarchinng,we constructed a theoretical model,including convenience,enjoyment,sociality,game identity,game affection,game dependence,relationship quality.and attachment anxiety.And based on the theory and literature researching,we deduced five hypothesizes.Subsequently,we got a appropriate scale to measure every construct based on the existing theory.We got 399 valid questionnaires finally.Then we use SPSS and AMOS to deal with and analysis data.The conclusions are as follow:convenience has significant positive effect on game attachment,game identity,game affection and game dependence;enjoyment has significant positive effect on game attachment,game identity and game affection and its positive effect on game dependence is not significant;sociality has significant positive effect on game attachment,game identity and game dependence and its positive effect on game affection is not significant;game attachment,game identity,game affection and game dependence all have significant positive effect on relationship quality;the level of attachment anxiety has significant negative regulative effect on the relationship between game attachment,game identity,game affection game dependence and relationship quality.Finally,based on the conclusion of the research,this paper raises some advices for the game companies:in the mean time of improving the enjoyment of games,game companies should also try their best to improve the convenience and the sociality of games,in order to achieve better relationship quality.In the opereting process of games,more customer-oriented marketing strategies should be taken,which means to design different incentive measures and reward systems for different players.