Research On Influencing Factors Of User's Continuance Intention Of Mobile Game

With the popularity of mobile smart phones,mobile games have gradually replaced desktop games and become the largest game type in the game market,which has great economic and cultural value.The strong rise of mobile games has also driven the development of the middle and lower reaches of the industry chain,especially game media represented by game live.However,the mobile gaming industry is beginning to enter the era of stock.In the context of the disappearance of the "demographic dividend",research on the influencing factors of users' continuance intention of mobile game will help mobile game operators optimize player retention and achieve healthy and orderly long-term development.This article takes the multiplayer online competitive game "Glory of the King" as the research object,based on the expectation-confirmation model of IS continuance and the current research of players in mobile games,and introduces social network theory,and immersion theory,builds a model to study users' continuance intention of "Glory of the King".This paper conducts empirical research through questionnaire surveys and in-depth interviews.A total of 302 valid questionnaires were collected and 10 game players were interviewed in depth.The study found that "Glory of the King" players as a whole have a strong willingness to continue using the game,the game is more active,the frequency and duration of the game is proportional to the player's in-game payment,but many players still give up after use the game.The main players in the mobile game industry,players aged 18-29,have a lower willingness to continue using Glory of Kings;most players have watched game events and game live broadcasts,and will also check text and video information related to the game on the Internet.Media information will urge players to play the game.The research finds that the player's willingness to continue using "Glory of the King" is positively affected by satisfaction and perceived usefulness,which is consistent with the conclusion of the expectation-confirmation model of IS continuance.Structural embedding and immersive experience positively affect players' continuance intention,and system quality positively affects players' continuance intention through the mediating role of satisfaction.Media influence and past frequency of use have a positive effect on players' continuance intention,but there is no causal relationship between relative deprivation and players' continuance intention.In addition,the gender and age of the player will have a regulating effect on the players' continuance intention,and will also adjust the other influencing factors to generate different game continuance intention.Generally speaking,the continuance intention of female players is stronger than that of male players.The older the player,the more willing to continue using mobile game.Therefore,this article believes that game operators should build a network publicity matrix for multi-platform marketing promotion;optimize the quality of the game and improve the user experience;attach importance to the role of interpersonal communication and improve the social network of players in the game.