Analysis On The Improvement Of Mobile Game Users' Stickiness From The Perspective Of Operation

Along with the domestic game market increasingly maturing,the market share of Chinese mobile games has exceeded half of the proportion in the domestic game market now and has the potential to become the main force in the future.The scale of mobile game players shows explosive growth,however,the competition in the existing stock market of mobile game industry has become increasingly fierce because of the development of information technology and the upgrading of smart phones.More and more well-made games appear in the market which means that players have more choices.At the same time,the growth rate of user scale in mobile game market has been declining year by year.As the demographic dividend has already been exhausted in the field of mobile game which brought about by technological change,the potential of increasing the number of users in the future is worth serious consideration.Based on the current situation,how to further occupy the market,maintain the existing user traffic and increase user stickiness are the new problems that game manufacturers need to think about.Based on the study of related literature,the author found that most of the previous studies are focus on the impact of the overall design of the game on user stickiness.There is little further research analyze the impact of the operation of game design on user stickiness.Therefore,this paper will analyze the factors that affect user stickiness from the perspective of mobile game operation.The operation mentioned in this paper includes the official operation activities,the community operation within the game,the content operation outside the game,and the operation of new game playing methods.Since game operation is the self-controllable variable of game manufacturers after the game is launched,the game manufacturers can give game users a better sense of experience of the game products by improving the operation mode and strategy.It will also increasing their willingness to use the game products.Exploring the factors affecting the user stickiness is conducive to finding out the methods to improve the user stickiness.After sorting out the previous literature on user stickiness,the author interviewed the some players and senior practitioners in the industry,and got their opinions and suggestions on the operation of mobile game activities.Based on the data from literature review and interviews,this paper makes an empirical study on the factors that improve user stickiness from the perspective of mobile game operation.Firstly,this paper integrates the existing model theories such as Expectation Confirmation model,technology acceptance model,satisfaction theory and perceived entertainment theory,and establishes the empirical model used in this paper.Then classifies and defines the key factors in this model,which includes perceived ease of use,perceived usefulness,perceived entertainment,expectation recognition,social factors,satisfaction and user stickiness.According to the definition of each variable and the relevant research conclusions,this paper makes assumptions on the relationship between variables.Based on the mature scales designed by other scholars,this paper designs the questionnaire of user's experience on mobile game operation and distributed,collected and sorted out the questionnaire.Amos and SPSS software are used to analyze the data and test the hypothesis in this paper.The reliability analysis,validity analysis and structural equation model analysis are used to analyze the data of the model.The empirical model results show that:Perceived usefulness has a positive impact on satisfaction;expected confirmation has a positive impact on satisfaction;satisfaction has a positive impact on user stickiness.Finally,according to the conclusion of empirical research,this paper puts forward some targeted recommendations for the design of mobile game operation activities.