Research On Influencing Factors Of Mobile Internet Game Player' Intention To Retain

With the continuous development of smart phones,the rapid growth of 4G network technology,the comprehensive coverage of Wifi,the mobile Internet industry,represented by mobile phones,has seen rapid development.As an important representative of mobile entertainment services,mobile games are favored by more and more mobile phone users and have also been favored by many financial investment institutions.Despite the number of domestic mobile games has an explosive growth by the joint promotion of related businesses,the quality of mobile games in the market is uneven,the user experience is poor,the player's retention is not optimistic,and the game's life cycle is too short.These problems severely limit the development of the mobile game industry.On the basis of a large amount of literature research both at home and abroad,it is found that scholars' researches on mobile games mostly focus on the technical solution level and players'passive acceptance level,and lack of the research on players' personal perception and retention.This paper integrates the theory of expectation confirmation and the model of emotional investment,and migrates the theory of satisfaction.Combined with the characteristics of mobile games,this paper refines the indicators of the model and proposes a theoretical model of the influencing factors of mobile game player's intention of retention.This model analyzes the effects of expectation confirmation(user experience),perceived usefulness(perceived functional valueperceived sentimental value,self-fulfillment value),satisfaction,attractiveness of similar mobile games,perceptual switching costs,and player retention intention,the related factors that affect player retention intention in mobile phone game are thoroughly discussed,and further empirical research is carried out.This study combines the Expectation Confirmation Theory for information systems and the emotional investment model applied in psychological research to study the retention of mobile game players.According to previous studies,this model will use three variables,perceived function value,perceived emotional value and self realization value,to evaluate the players'perceived usefulness,and to judge the player's expectation by the user experience.In addition,according to the research results,corresponding suggestions were made on the main bodies of the mobile game industry chain.For example,mobile game developers and operators need to pay more attention to the content and quality of games when designing and selecting games.In the process of operation and planning,we should take more from the perspective of the players,strengthen the team operation,take some incentive mechanisms,organize some online and offline activities,and improve the satisfaction of the users in a phased way.Mobile operators should further establish a cooperative relationship with mobile game distributors to enhance user experience and satisfaction.Mobile phone manufacturers can collaborate with game developers to design and build corresponding facilities for specific mobile games.This will be a wonderful solution for personalized players,especially for experienced players.