Study On The Continuous Use Intention Of Female Competitive Mobile Game Players

In 2020,King of Glory is in its fifth year of launch,and with 100 million daily active users,it is still firmly in the forefront.It’s worth noting that nearly 54 percent of King of Glory players are female,which is unusual in competitive mobile games that have long been dominated by men.With the development of society and the improvement of women’s status,women’s cognition and acceptance of games are almost the same as men’s,and women gradually enter competitive games from casual games,which indicates that competitive mobile game can take more into account the potential needs of female players.This study takes female players in the MOBA mobile game "King of Glory" as the research object,and explores the reasons why "King of Glory" continues to attract female players,so as to provide reference for the psychological research of game users and the development of the game industry.Bhattacherjee,this paper puts forward the measurements of the ECM users continue to use intention-ISC model,combined with classical theory perspective of use and satisfaction,13 hypothesis was proposed,and build the king glory women players will research model,the continuous use by issuing questionnaires,then to research the female players in the king of glory,and the final number 321 effective questionnaires were collected,with SPSS25.0 and AMOS after analyze the sample data,test research hypothesis,And combined with the game industry report and relevant literature to develop an interview outline for 10 experienced game players semi-structured in-depth interview,based on the research results of competitive mobile game female players of user psychology and from the perspective of gender on the current female players in the game reality situation.This study through the questionnaire data analysis found that:(1)women expect to confirm the degree of competitive mobile game players’ perceived usefulness and satisfaction has positive effect(2)satisfaction of female competitive mobile game players subsequent continuous use will have a positive effect(3)the perceived usefulness and social,achievement,immersion and to explore the satisfaction of female competitive mobile game players satisfaction and continued use will have a positive effect in the future.In addition,through in-depth interviews,the author also found that in e-sports games,male and female players form a gender ecology of either attachment,opposition or win-win cooperation.Based on the research results,the author puts forward specific suggestions for the development and operation of competitive mobile game,in order to help game development operators understand the potential needs of female players,expand the market and improve the sustainability.