A Study On Mobile Games Users' Loyalty

With the science and technology progresses of the mobile Internet,mobile phone functions become advanced,more and more people choose to consume their spare time by playing mobile phone games.Mobile games occupied a huge market share.However,as mobile phone games contain drawbacks like small RAM,limited level-design,blurry images and the update of resemble games,life span of these games does not last for 3 months normally.The mobile phone games manufacturers and operators have notice that the higher users appreciate the value's process,the higher the satisfaction is.The higher the satisfaction,the higher the user loyalty is.What's impact the user loyalty?This study explores various aspects through mobile phone game users-loyalty as the research perspective.Through the previous researches on the industrial reports published by the Giant mobile phone games operators and the existing research on user loyalty theories,the essay summaries the research content and method,the research process and innovation.In this study,the reference to the research results in the literature of previous studies,combined with the characteristics of mobile phone game analysis.Thus the perceived value is divided into three categories,functional value,emotional value,and profit loss of value analysis,to explore its impact on satisfaction.Through our research findings,those three different values have positive effect on satisfaction and build the model of mobile game users-loyalty.The users-loyalty model is set up by collecting data from questionnaire,by analyzing data using SPSS to test the reliability and validity of the questionnaire and to confirm the relativity of every parts.The final model of the mobile phone game users-loyalty is verified by final verification.In this study,based on the theoretical research aspects of mobile game users-loyalty the reference to the research results in the literature of previous studies,it concludes seven factors that affect users-loyalty to mobile phone games,they are behavior loyalty,attitude loyalty,switch budget,function value,emotion value,setback value,etc.Meanwhile,The essay provide mobile phone games manufacturers and operators some theoretical evidence,such as oriented the users' needs,customize personalized size of mobile game installation package,to make high-quality games,perfect the social system design,to strengthen industry cooperation and buy more good-quality IP,etc.