A Reasearch On Influencing Factors Of User's Continuance Intention Of Mobile Social Games

In recent years, mobile games as an integral part of the mobile Internet era has also been a number of Internet giants attention and favor, has been an unprecedented development. At present, the development of mobile games has entered a rational development period, while maintaining development, its high mortality, simple product content, product homogeneity and other serious problems have become increasingly prominent. As a result of the above problems, the user retention rate is low, the user's behavior is more difficult to sustain. Mobile social games, as the most important part of mobile games, also face the same dilemma. Therefore, it is of great significance to study the influencing factors of mobile social users' continuance intention and their promotion strategies.Based on the expectation confirmation model and the theory of network externality and social interaction, this research constructs the research model of influencing factors on the users' continuance intention to use mobile social games, and proposes nine hypotheses. Through questionnaire survey and literature review, the questionnaire was designed and the research data were obtained. In the empirical analysis stage, SPSS and AMOS were used to analyze the reliability and validity of the sample data, and the hypothesis test and the fitting analysis were carried out.The results of this study show that perceived people, perceived usefulness,satisfaction and perceived social interaction significantly affect the intention to continue to use, with the highest number of perceived people, followed by others. Perceived number, expectation recognition and perceived social interaction have significant positive effects on perceived usefulness, with the greatest impact being perceived and expectations being secondary. Expectation validation and perceived usefulness have significant positive effects on satisfaction.According to the research conclusion, this research put forward the corresponding management suggestions and measures for the development of mobile social games. Finally, the shortcomings of this study and future research directions are described.