A Comparative Study On The Mobile-Game User Viscosity Of College Students In China And Europe

With the popularity of mobile devices and the development of mobile Internet technology,more and more game players are beginning to play mobile games to kill piecemeal time.Mobile games occupy a large share of the game market.Due to the profitability of mobile game market,game developers have begun to develop mobile games,which has intensified competition in the mobile gaming market.However,in the fierce competition,a large number of products with low quality have been produced,which has led to problems such as low user viscosity and low retention rate in the mobile game market.At present,China's mobile game market has gradually reached saturation.Many mobile game developers have plans and actions to open up overseas markets.How to enter overseas markets has become a problem that mobile game developers have to consider.Therefore,this study selects a large mobile game market – Europe,chooses college students as the study object and launches a comparative study on the viscosity of mobile game users in China and Europe.Based a large amount of literature,this study constructs a new model,which comprises visual appeal,escapism,perceived fun,perceived convenience,operation difficulty,perceived ease of use,behavioral intention,attachment degree,and user viscosity.The model,based on relevant theories and literature,deduces ten hypotheses: visual appeal will directly and positively affect the perceived fun of mobile games;escapism will directly and positively affect the perceived fun of mobile games;operation difficulty will directly and positively affect the perceived ease of use of mobile games;perceived convenience will directly and positively affect the perceived ease of use of mobile games;perceived ease of use will directly and positively affect the perceived fun of mobile games;perceived fun will directly and positively affect the intention to play mobile games;perceived ease of use will directly and positively affect the intention to play mobile games;the degree of attachment will directly and positively affect the intention to play mobile games;the intention to play will directly and positively affect the mobile game user viscosity;the degree of attachment will directly and positively affect the mobile game user viscosity.Then,based on the observation in real life and the existing theory,the questionnaire was designed and the appropriate variables were selected to measure each variable.Finally,193 valid questionnaires were obtained.This study will use SPSS and AMOS software to descriptive statistical analysis,reliability analysis,validity analysis and path analysis of the valid questionnaire data.The main results were as follows: mobile game user viscosity among Chinese college students are more than mobile game user viscosity among European college students;in China,the impact of perceived convenience on perceived ease of use is not significant,while in Europe,perceived convenience has a significant and positive impact on perceived ease of use;in China,The impact of perceived ease of use on perceived fun is significant and positive,while in Europe,perceived ease of use has little effect on perceived fun.After the main conclusions were drawn,the results were also analyzed in detail.Finally,based on the research conclusions,this study puts forward some suggestions for mobile game developers: to prepare adequately before entering the European market;to improve the quality of mobile games;to improve the social system of mobile games.