The Influence Factors Of User Stickiness Overload In Mobile Social Games Based On PAT Model

Recently,due to the digital technology with high-speed,mobile games aregradually integrated into the daily life of the public.Affected by the epidemi c,mobile games have become one of the origins to satisfy the needs of the p ublic for amusement.During this period,a series of games featuring social fea tures have attracted the attention and use of players as soon as they were laun ched.But the current environment,due to the species richness,mobile users d emand for its quality is improving,mobile games to the profound transformati on,in order to get the traffic and stunt,more and more game on the game co ntent emphasize take time to repeat to participate in the game for players need ed to reward,this had to encourage players to produce viscous overload gam e,Over time,players will become tired due to excessive participation in the g ame,which will have an impact on their real life and is not conducive to cre ating a good game environment and mass entertainment atmosphere..Based on this,the country has also launched corresponding measures to control the game environment.This study,from the perspective of national governance,discusses how to control the unnecessary stickiness overload of players,so as to find the corresponding factors.This study will take PAT flow model as the structural framework and combine relevant theories to discuss from three aspects of mobile social game experience demand,platform experience and content design,and take peer effect as the moderating variable to construct the theoretical model discussed in this study.Different from the past,this study uses the FRAMEWORK of PAT flow model to explore the influencing factors of user engagement overload behavior from the perspective of national governance,so as to control the environment of mobile social games,and innovatively introduces peer effect as a moderator variable into the model for discussion.In the study,questionnaires were collected with online channels(wechat group,Weibo chat,etc.),and users with mobile social game experience were taken as research objects.The number of questionnaires returned reached 486,among which443 were valid.SPSS25.0 software and AMOS26.0 software were used for analysis and test.The results indicate that: social needs,service quality and content quality will have a significant impact on user engagement overload;Flow experience partially mediates the relationship between social need,service quality and content quality and user engagement overload.Flow experience plays a partial mediating role among social demands,service quality,system quality and challenge difficulty content quality on user stickiness overload.Peer effects significantly moderated flow experience and user engagement overload.Based on the above research results,PAT flow theory and peer effect theory are extended,and some references and suggestions are provided for controlling unnecessary stickiness overload in mobile social games and promoting a benign entertainment environment.