Research On Influencing Factors Of MOBA Game Player’s Continuous Intention

With the continuous development of electronic media technology and network technology,online games were born and has formed a mature industry chain.Online games are also an important part of Chinese economic development.After decades of development,Chinese online game industry has reached the upper limit of growth and has entered the "stock era".Therefore,online game manufacturers will face more intense market competition.At the same time,The Multiplayers Online Battle Arena Games(MOBA games for short)are frequently popular as a subdivision of strategy games.After more than ten years of market testing,MOBA games is still the most popular game type among Chinese players.Through the continuous expansion of social influence through the operation of e-sports events,MOBA games have built a myth in the game industry.In this context,understanding why MOBA game players have long-term enthusiasm for such games,and what factors affect their continuous intention,can provide an effective reference for promoting the development of the online game industry.This research takes MOBA game players as the research object.By drawing on the Technology Acceptance Model(TAM)and Information System Sustainability Model(ECM)integration model,and introducing habitual factors,a MOBA game player’s continuous use willingness model is constructed.After a questionnaire survey of 462 MOBA players,the research found that MOBA game players as a whole have high continuous intention and will still be enthusiastic about MOBA games in the future.Habit,satisfaction,perceived usefulness,and perceived ease of use all have a significant driving effect on the continuous intention of MOBA game,of which habit is the most significant factor.Confirmation had a significant positive effect on satisfaction,but perceived usefulness and perceived ease of use had no significant effect on players’ satisfaction.Perceived ease of use and satisfaction had a significant positive effect on players’ habits,while confirmation and perceived usefulness had no significant effect on habit.