Research On Influencing Factors Of Mobile Game User Stickiness Based On TAM And Flow Theory

With the rise of the smart phones,the scale of mobile game industry has expanded rapidly and gradually become an important field of entertainment and culture industry.Mobile game users are growing fast and covering a wide range.The economic benefit and social influence brought by the rapid development of mobile game industry cannot be underestimated.Nowadays,with a variety of platforms and choice of the mobile games,game operators are facing a bottleneck in attracting new users and retaining old users.Currently,mobile game users are less sticky.On the one hand,frequent replacement of mobile games increases the costs of development and operation for the game developers,and even causes vicious competition.On the other hand,it also increases the transaction cost and the psychic cost for users.Taking mobile games as the research object,this paper attempts to build a model of the influencing factors of user stickiness of mobile games to provide ideas for the operation of mobile games.On the basis of full study of relevant literature,combined with the characteristics of mobile game industry management,the theoretical basis of model construction is determined.This paper integrates the technology acceptance model(TAM)and flow theory,and adds four factors:perception control,path dependence,remote perception and interactivity.According to the stimulus-organism-response paradigm(s-o-r),the key factors are classified into internal and external motivations:cognitive factors(perceived usefulness,perceived ease of use,perceived control,path dependence)and design factors(remote perception,interaction)are determined as the pre-variables;With attitudinal factors(willingness to use)and affective experiential factors(flow experience)as the mediating variables,an empirical analysis model of the influencing factors of user stickiness was constructed,and a hypothesis was proposed for the relationship between the variables.Sample data were collected through questionnaire survey.Amos and SPSS were used to analyze the data and test the hypothesis.The results show that:on the one hand,cognitive factors and design factors have an impact on emotional experience factors and attitudinal factors,thus affecting user stickiness.On the other hand,it can also directly affect user stickiness.The paths affected by different specific factors are different:perceived usefulness,perceived control,path dependence and interaction performance directly affect user stickiness,and can also affect user stickiness through mediating variables(flow experience or willingness to use).Perceived ease of use and remote perception only affect mediation variables,but not user stickiness.In addition,the difference analysis results also show that different user groups have differences in the performance of the indicators of various factors.Finally,according to the conclusion of empirical research,this paper puts forward relevant Suggestions on the operation and management of mobile games,including establishing brand image,paying attention to different groups of players,paying attention to the output of game value,technological innovation,green marketing,etc.,in order to bring win-win for enterprises and users.