Research On The Uses And Gratifications Of Mobile Online Game Players

With the acceleration of the pace of life and the development of mobile phone network technology,mobile online games have become a common form of entertainment.Among these games,Glory of Kings developed by Tencent Games is remarkable in game industry.Glory of Kings has the most extensive game players and it is also one of the highest-income mobile online games in the world in the last two years.Its successful experience is worth learning for other mobile online games.The study takes Uses and Gratifications as the theoretical basis,and takes Glory of Kings as the research object.Through in-depth interviews and participatory observations,the game motivations and game behaviors of the players are explored to build a measurement scale.At the same time,questionnaires are used to analyze the relationship among demographic variables,game motivations,game behaviors,and game attitudes.This study focuses on the relationship between game motivations and game behaviors and the influence of demographic variables,game motivations and game behaviors on game attitudes,thus summing up its successful experience and inspiration.The study found that there are mainly six kinds of internal game motivation types,such as game immersion,honor achievement,teamwork,interpersonal communication,leisure and relaxation,and passing time,and five types of external gaming motives related to characteristics,including core systems,audiovisual experiences,auxiliary functions,and paid functions.There are five kinds of game behaviors: learning behavior,social intercourse behavior,consumer behavior,aggressive behavior and competitive behavior.The data analysis results show that some of the demographic variables have a significant impact on the player's game motivations,and there is also a clear correlation between game motivations and game behaviors.In addition,when the game attitude was predicted,it was found that demographic variables,game motivations,and game behaviors had a significant impact on them,but in the case of Glory of Kings,satisfaction and loyalty in game attitudes were not significantly positive relationship.This study supplements and improves the application of the theory of Use and Satisfaction in mobile online games.It is also of great practical significance to understand player behavior and predict player attitude.