A Study On The Factors For User Churn From Mobile Games

With the growing cost performance & functionality of mobile phone, and the promoting of network technology, mobile games is developing in a striking speed. Nowadays, China has become the world’s largest gaming market with a huge user base. The developing of Mobile games means a rare opportunity, but also a big challenge for game makers. Users seem scarce contrast to the large amount of game makers and game products. With the development of mobile games, the user stickiness rising, "ho to get users" and "how to maintain users "become very important. Studies have shown that developing a new customer costs 5 times higher than maintain an old one. So, how to prevent user churning is very practical and significant.By reviewing domestic and foreign literature, we find that scholar’s research on mobile game players are focus on the willing to use the mobile games, and the research on user churn of mobile game are focus on the model of user churn. For lack of research on the factor of user churn, this paper has just made up the vacancies in this field.This study selects churn users of mobile games as the research object, after summarizing the results of previous studies, proposing my view of factors affecting users’churn from mobile games. In SOR model theoretical guidance, using Technology Acceptance Model (TAM), D&M Model, Flow Theory, SatisfactionTheory for summarizing factors of users churn from mobile games. On this basis, choose game factors and social factors as the variables of ’stimulus’, choose perceived entertainment, flow theory, perceived usefulness, perceived ease of use and satisfaction theory as the variables of’organism’, choose user churn as the variables of response. I build the model and then put forward 11 relevant assumptions. Use reliability analysis and validity analysis to analyze the data collected by questionnaire. And then use structure equation method to analyze the date, the results show that 10 assumptions are true.At last, put forward my own suggestions by summarizing the research results. For instance:"Game factors have positive effect on perceived usefulness", "Social factors have positive effect on perceived usefulness "," Perceived usefulness has positive effect on user churn". According to these, I suggest:First, game operator can create interactive group for players to communicating in and make the game like a community; Second, game maker and game operator can establish a rational game relationship and create a common goal for player by changing game factors such as game design. I hope that these suggestions would make a little contribution for the development of mobile game.