| Mobile Internet has entered a high-speed growth stage in all directions,an increasing number of people has begun to use mobile phones,tablet PCs and other mobile intelligent devices.The mobile application,as an important carrier for users getting access to mobile internet service,has become a product that is regularly used by users in their daily life.At present,mobile application store is the main distribution channel for mobile applications,and the concept of it was firstly proposed by Apple Inc.,with its emergence the income distribution of stakeholders has been changed and the resources integration of mobile internet market has been promoted.As one important part of mobile applications,mobile game has been sharing a close dependent relationship with the mobile application store.For mobile game,mobile application store is its forefront of contact with users and it contributes most of the downloads,while for mobile application store,mobile game has a mature business transformation mode,a relatively-high user loyalty,and can bring abundant revenue sharing as well as high-quality user groups.Nowadays,growth rate of mobile game market is slowing down,demographic dividend is cashing out,and mobile application store is also facing the situation of a high degree of homogenization and intensifying competition.Thus,how to get rid of the dependence on demographic dividend,improve the user experience,increase the user loyalty and promote the user downloads are problems that demand prompt solution in mobile game and mobile application store.This research starts from the perspective of information behavior,first combs the behavior path of users in mobile application store by using the scenario test method.It is found that,according to whether there is a clear download target,the decision-making scene of users download game in mobile application store can be divided into three typical scenarios and five subdivision scenarios.And when the mobile application store cannot satisfy users with their information demands,they will jump out of the mobile application store and use other channels to obtain information and game.Next,based on the SOR model and technology acceptance model(TAM)and introduce theories of perceived risk and perceived entertainment,the mobile application store user game downloading decision-making model that based on information behavior and the information hierarchy of mobile application store is constructed.The research hypothesis is then proposed.Afterwards,the model is empirically studied by questionnaires,with a total of 498 questionnaires collected,of which 403 of the interviewees have played mobile game and 305 of them who have downloaded game from the mobile app store are the target sample of this research.Based on data of the target sample and by using the Structural Equation Modeling(SEM)and the path analysis method,this paper analyze and verify the model-fitting degree and the research hypotheses.It is found that the model has a good fitting effect,the shallow information behavior has the most significant influence on subjective perception of uses,and the information behavior has a positive impact on perceived risk.At the same time,descriptive statistics,nonparametric test and cluster analysis are used to study the attributes and information behavior of users.It is found that,according to the difference in information behaviors,target users can divided into six types which include dedicated,peripheral,investigative,sociable,visual and apathetic.And these six categories of users have significant differences in gender ratio,subjective perception and download will.Finally,recommendations on how to promote game downloading in mobile application store is given,in accordance with the conclusions and the actual situation. |
