| In China,mobile online game industry is entering a mature stage.The demographic dividend is gradually diminishing,while the stock competition is increasingly intensified with each day passing.With the rise of new forms of entertainment represented by Tik Tok short videos,mobile online games are not only competing with its peers,but also poaching users from other media such as film,music and short video and etc.Under such circumstances,the method of tapping the demand of users and improving user stickiness in the mobile online game industry has become an urgent problem for mobile online game manufacturers and operators to focus on and address in the process of improving their own competitive advantages.Based on the study of the perceived value of mobile online game users,this study explores the dimensions of the perceived value of mobile online game users and the relationship among each dimension,user satisfaction and user stickiness.Through documentary analysis,questionnaire survey and data analysis,and based on the theory of perceived value and SOR Theory,this study establishes and verifies the model of perceived value,user satisfaction and user stickiness among mobile online game users.The conclusions are as followed:(1)The perceived value of mobile online game users includes functional value,emotional value,social value and self realization.(2)Each dimension of perceived value of mobile online game users boasts a significant positive impact on the satisfaction of mobile online game user,among which emotional value has the utmost significant impact,followed by functional value,social value and self realization.(3)The user satisfaction brought by mobile online games has a significant positive impact on user stickiness.Based on the above conclusions,this study provides several suggestions for mobile online game developers and operators to effectively improve user stickiness from four dimensions of enhancing user perceived value and actively guiding healthy games. |
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