Research On Factors Affecting Consumption Intention Of Mobile Games

With the rapid growth of China's mobile phone market, the game became a major highlight of the phone. According to the data published by the Ministry of Industry and Information shows that China's mobile phone number had reached 747 million by the end of 2009. The latest data released by CNNIC shows that with the rapid development of mobile Internet, close by the end of 2009, China's total mobile phone users had reached 233 million, which are for the mobile games market provides a good external environment. Mobile phone games become a convenient form of entertainment due to the advantages of Independent of time and space constraints. In recent years, mobile phone game industry was growing rapidly. With the mobile gaming market growing, many problems have emerged, such as product homogeneity, lack of product innovation and so on. Consumers are the guide of various business activities. Consumption intention is the basis of consumer behavior, can be used to predict consumer behavior. Therefore, it's very important to understand the consumer's intention, which plays a key role on the healthy development of mobile game industry. So the author determine phone games as the object of this study, try to put forth a reasonable and Integral factor model of mobile games consumption intention, make appropriate recommendations or strategies for the development of mobile phone games.This study mainly includes three parts. The first part (Chapters I and II) refers to the background and significance of this research and related theoretical studies. In the second part (Chapter III to VI), the author mainly takes empirical research, identifies and confirms the factors of mobile games consumption intention. The specific operation is as follows:Through the literature review and research of the first part, makes mobile gaming consumer research model and assumptions; Designing the questionnaire and collecting, collating data through the research; Using SPSS software to analyze the samples; Investigating the relationships of the structural variables, the structure variables and the observed variables, to confirm the key factors in consumption intention of mobile phone games. Through regression analysis, establishing the degree of influence between the structure variables.In the third part (Chapter VII), it introduces the limitation and the prospect of the study.The results show that many factors will affect the consumer, the perceived product attributes on consumer mobile game users will play the most important role, that is to say, mobile game narrative, plot design, images, and rich content can more directly attract the mobile game users. Second is the consumer experience. Experience marketing becomes the most immediate potential for marketing. In the process of purchasing, consumers bring more attention to product experience and not just the product itself. Mobile game developers should pay more attention to consumer experience. And in the external support factors on the impact of mobile phone gaming consumer experience and consumption intention, the network restrictions are the most crucial factor. Mobile network stability and lower costs are the key to mobile phone games development. Followed by the terminal support and promotion measures. Subjective norm also plays a important role on mobile gaming experience and consumption intention. It can not be ignored. Individuals living in social groups, the influence of the others on the individual itself is also very large.