Research On Use And Gratification Of Mobile Game

Due to the comprehensive popularization of 4G network and mobile intelligent hardware,mobile games have been one of the most popular entertainment activities for net citizens.The mobile game market in our country entered into the rapid growth period in 2012,and the significant advantage brought by demographic dividend makes mobile game products behind the requirement.In 2016,the mobile game market shares in our country surpassed that of client games for the first time,which became the market segment with the largest shares.At the same time,with the exhaustion of demographic dividend,the market shares of mobile games had a sharp decline,indicating the entering into the mature and steady development period of mobile game market in our country.Famous IP and attractive appearance are not catholicons anymore;the use and gratification of users becomes the important influencing factor for a competitive and continuously hot product.During the “post-dividend period” of mobile games,it is the new challenge for all the game practitioners to master the psychology of game players,and make them propagate the game autonomously,and attract their continuous interest in the game.Setting out from the “use and gratification theory”,and starting with two aspects of “internal factors”and “external factors”,this article designs the mobile game motivation scale,and establishes the use motivation and use behavior model for mobile game users.In this way,it conducts research on correlation among use motivation,use gratification and population characteristics,to compensate for the insufficiency on the research on “use and gratification” of mobile game users in our country.By adopting the questionnaire method,this article takes the players of “Onmyoji”,the representative of the phenomenal mobile game of 2016,as the research objects,to conduct investigation on use motivation and use behaviors of players.Totally 308 valid questionnaires are taken back.By adopting analytical methods such as factor analysis,variance analysis,correlation analysis and chisquare test,this article verifies the research assumption,and corrects the mobile game motivation scale as well as the motivation and behavior model of mobile games.According to the research findings,use motivations of players mainly include immersion,achievement,game design,game service,social intercourse,individuation,subjective norm and completeness.There are significant differences on population characteristics of users(gender,age and educational background)as well as use motivation and use behaviors of mobile games.Different use behaviors(the average daily opening times,the average daily use length,the continuous use conditions,the game consumption level,the joining into a society,the sharing conditions,the participation in the UGC creation)of players are related to the influencing degree of different game motivations.Finally,by taking “Onmyoji” as an example,this article proposes suggestions and opinions on improvement on user retaining,stimulation of consumption and accumulation of public praise for game manufacturers.