An Empirical Study On Relationship Between Mobile Game's Social Attributes And User Stickiness

In the recent years,with remarkable development of smart phones and tablets,mobile entertainment has displaced traditional digital services,which turns to play a critical role in Internet industry.Regarded as an important part of mobile entertainment,an increasing number of mobile games appeal to users and suit their demands.The popularity of portable devices enable users to make full use of their fragmented time.Meanwhile,the two-dimensional culture,which is represented by animation,comic,game and novel,is much more likely to be accepted by young generation.In the past,most of research was concentrated on brand building,public relation and culture background of massive computer games.There is almost no researcher focuses on mobile game,especially on the relationship of social attributes and user stickiness of mobile game.From my perspective,compared with traditional players,mobile gamers tend to spend much more time and money on virtual world.Study on the importance of mobile game's social attributes does make sense,which is helpful to promote industry development.Therefore,in the essay,I make efforts to figure out how could social attributes affect user behavior.I design a questionnaire to evaluate mobile gamers' attitudes,combining Flow Theory and Technology Acceptance Model and some new factors,including perceived enjoyment,subjective norm and perceived social interaction.After a long period of time,the data analysis has been fully tested to ensure its reliability and validity.According to the conclusion,I submit proposals to mobile game producer and operator to enhance the development of game industry.