Research On The Continuance Intention To Use Mobile Online Game: A Marketing Communication Perspective

With the rapid development of the mobile Internet,mobile games have become one of the most important forms of entertainment for people.At present,mobile games have become the most important driving force for the progress of the game industry.However,with the gradual disappearance of the network traffic,the previous incremental market has shifted to the market for retention of users,and market competition has been fierce.In this situation,mobile online game companies can only establish a long-term,stable relationship with users and inspire users' willingness to continue to use mobile online game products before they can win a place in the Red Sea.Therefore,research on users' continuance intention to use mobile online games is crucial.This thesis uses the Expectation Confirmation Model of Information System Continuance(ECM-ISC)as the basic framework and tries to study from the perspective of marketing communication.Based on the 4R marketing theory that emphasizes building relationships with consumers and is competition-oriented,this thesis introduces user experience theory and conversion cost theory,finally establishes a theoretical model and proposes hypotheses,and then conducts an empirical research of the continuance intention to use mobile online game.This thesis adopts a questionnaire survey method to obtain sample data of users who familiar with mobile online games.Through SPSS 17.0 software,descriptive statistical analysis,reliability test,validity test and exploratory factor analysis are performed on the sample data,and then use AMOS 21.0 software to establish a structural equation model.After analyzing,fitting and correcting the theoretical model,the theoretical model for continuance intention of mobile online gamers which based on marketing perspective was finally established,the relevant research hypothesis was verified,and the influencing mechanism of continuance intention of mobile online gamers was summarized.Combined with the characteristics of mobile online games,the correlations and paths between influencing factors are analyzed.The final theoretical model consists of 4 independent variables(Entertainment Experience,Product Experience,Social Experience,Brand Experience),2 intermediary variables Expected Satisfaction,Conversion Costs),and 1 dependent variable(Continuance Intention)for a total of 7 variables composition.The study found that the Product Experience,Brand Experience,Social Experience and Entertainment Experience have overall relevance;Product Experience,Brand Experience,Entertainment Experience,and Conversion Cost are positively affecting the Expected Satisfaction;Social Experience and Brand Experience positively affect the Conversion Cost;Social Experience and the Expected satisfaction have positively influences the Continuance Intention;the impact of model variables on the Continuance Intention is Expected Satisfaction,Product Experience,Brand Experience,Social Experience,Entertainment Experience,Conversion Cost,which are sorted by intensity from big to small.Based on the research conclusions,this thesis puts forward marketing strategy suggestions for related online mobile game companies from three aspects,with a view to providing certain theoretical guidance for mobile online game-related companies and industries.First is to improve game products' user experience and entertainment Experience,the second is adopt multidimensional linkage brand operation strategy,and the third is focus on the establishment and operation of social relationships in the mobile online game.