Study On Influence Factors Of Mobile Gamer's Participation Intention

Recently,advances in communication technology,enabling mobile operators to provide more mobile value-added services to customers.However,in a number of mobile value-added services,mobile game is the most potential for development.Despite the growing importance of the mobile gaming industry,little research has been undertaken to explain why consumers engage in this mobile entertainment.This research is based on the theory of planned behavior and experience value,and it builds a model of user to play mobile game of behavior.Discussion the attitude(including Three dimensions of social telepresence,enjoyment and Transcendence),subjective norm(including peer norms and social impact)and perceived behavioral control(including self-efficacy and resource convenience)to impact intention and behavior of user play mobile game.The playfulness,aesthetics,consumer return on investment and service excellence in the experience value to impact individual intention and behaviors of user play mobile games.Those gamers who have ever played mobile games in resent six months are set as the research objective.The final sample was comprised of 483 valid questionnaires.The empirical results indicate that attitude(including Three dimensions of social telepresence,enjoyment and Transcendence),subjective norm(including peer norms and social impact)and perceived behavioral control(including self-efficacy and resource convenience)havesignificantly positive influence on the intention to play mobile games.Behavioralintentions have significantly positive influences on flow experience,gamers' actualbehavior,Concentration and remote perception..Flow experience,Self-efficacy and resource convenience have have significant positive impact on mobile game behavior.This study is divided into five chapters.The findings from this study provide a new perspective to researchers,and help mobile game manufactures in designing games.The mobile game companies also can apply these empirical results to implement some marketing strategies.