A Research Of The Formation Of Online Gamer Stickiness

Online games are changing China's social culture and web culture.The number of games is increasing sharply,as well as the number of users.However,the internet dividend is gradually decreasing,how to cultivate users of high quality and high stickiness becomes a big problem for operation staff and developers.User stickiness is the life representation of online games.The author used Grounded theory method to reveal the process how the stickiness of users form in the online games,to discuss factors that influence the formation of online game users' stickiness,and to simply the model of how online games users' stickiness form.This study took deep interview with 10 samples of high stickiness by purposive sample and theoretical sampling.The study coded the collected 80 thousand words into three levels of types:open coding,axial coding and selective coding.After that 4 typical samples were interviewed to test the saturation and model of formation of user stickiness.And to make“formation of user stickiness of online games”as the core content,to develop a story line which consists of "judgment system of online game users","formation system of satisfaction of online game users","system of stayking of online game users".Elaborating interaction ritual,sense of easy-using,sense of interesting and sense of environment how to strengthen the formation of user stickiness.Proposing 6 staying status of users,which are,"individual exploring","individual saturated","individual hesitation","individual staying","driving team lasting game","passive team lasting game",to divide user stickiness into positive stickiness and false stickiness.Finally to provide developer and operation people with feasible advices for each procedure according to problems that could occur on key points of formation route of user stickiness.