Research On The Influence Mechanism Of Social Elements On The Continued Usage Intention Of Mobile Online Game Players

With the rapid development and maturity of the Internet and mobile intelligent terminals,the market scale of mobile online games is constantly expanding.As an important representative of mobile entertainment services,mobile online games play an important role in helping mobile online game players spend part of their spare time and enrich their daily life.In recent years,the number of mobile online game players is also growing rapidly,making it one of the best areas for Internet innovation and entrepreneurship.However,there are some shortcomings in the design of mobile online game products in the market at present and the quality of products varies from good to bad,which leads to the short life cycle of most mobile online games,short retention time for players and poor user experience,etc.To some extent,these problems limit the development of mobile online games,which cannot be ignored.As an important part of mobile social interaction,mobile online games have significant value of social elements.However,the design concept of mobile online game products on the market lacks attention to social elements at present.At the same time,in the process of combing the relevant literature at home and abroad,it is found that the research in the field of game usage behavior mostly focuses on the design of game scenes and the application of color,while the research on social elements in game products is relatively less.In view of this,this study aimed at the social characteristics and value of mobile online games,based on flow theory and self-determination theory,explored the impact of social collaboration,social competition and their interaction on the continuous usage intention of mobile online game player.The research results enrich the research of social elements in mobile online games,and have important implications for guiding mobile online game companies to develop more targeted mobile online games that can better meet the growing social needs of players in the game.Firstly,the concepts and theoretical foundations of social elements,perceived control and perceived participation were sorted out.Then three progressive experiments were conducted to simulate the real mobile online game environment.The purpose of experiment I was to verify the effects of social collaboration(high vs.low),social competition(high vs.low),and competition combination types on the willingness to use continuously.The purpose of experiment 2 is to verify the mediating effect between perceived control and perceived participation in social elements and the continuous usage intention of mobile online game players.The purpose of experiment 3 was to verify the moderating effect of self-affirmation between social elements and perceived control and perceived participation.The results show that:(1)Social collaboration and social competition have a significant impact on players' continuous usage intention,and when social collaboration is high and social competition is high,it triggers the strongest continuous usage intention;(2)Perceived control and perceived participation mediate the relationship between social elements and continuous usage intention;(3)The influence of social collaboration on perceived participation is moderated by the level of self-affirmation,the influence of social competition on perceived control is moderated by the level of self-affirmation,and the combination type of social cooperation and social competition on perceived participation and perceived control is moderated by the level of self-affirmation.