A Research On The Continuous Using Behavior Of The Mobile Game APPs Users

With the rapid development of the mobile Internet,people have entered the data age from the information age.The popularity of smartphones has led to an endless stream of applications and enriched people's cultural life.Mobile game apps are one of the typical representatives.At the same time,the scale of mobile game users continues to grow,and the mobile game industry has become a new growth point for the online game economy.The competition in the mobile game market will gradually evolve into user retention competition.In this context,based on the theory of technology acceptance,flow theory and game theory,this paper constructs a research model of the continuous use behavior of mobile game APP users by combining the behavior characteristics of mobile game APP users and use it to explore the influencing factors of the continuous use behavior of mobile game app users.This study has a total of five chapters: the first chapter is mainly about the research background and related literature introduction;the second chapter summarizes and analyzes mobile game app users,and selects " Arena of Valor " and " Playerunknown's Battlegrounds " as a case to deeply analyze the influence of mobile game design and service on the use psychology and use behavior of mobile game users;the third chapter on the basis of technology acceptance theory,flow theory and game theory,constructs a research model of the continuous use behavior of mobile game APP users by using convex optimization theory thinking,and defines the variables closely related to this research through literature research method extraction;the fourth chapter designs the questionnaire and analyzes the data based on flow theory,game design,service quality,usage gain and correlation equilibrium,and verifies the research hypothesis and corrects the research model;the fifth chapter is the research conclusion of this research.Through the integration of data analysis,it summarizes the influencing factors of the continuous use behavior of mobile game APP users,and puts forward suggestions for mobile game APP R&D operators.This paper takes the continuous use behavior of mobile game APP users as the research object,determines the research variables and research questionnaires based on the relevant domestic and foreign research results,and finally obtains 234 valid sample data by online questionnaire survey,through IBM SPSS Statistics 22 and AMOS.After processing and analysis,the following conclusions are obtained: the immersion experience,correlation equilibrium and usage gain have a positive impact on the continuous use behavior of mobile game APP users;immersion experience and game design have a positive impact on the correlation equilibrium;service quality does not directly affect the correlation equilibrium and mobile game app users continue to use behavior.Finally,based on the empirical research conclusions,the following suggestions are proposed for the R&D,operation and promotion of mobile game apps:(1)improving the user's immersive experience and establishing an anti-addiction mechanism;(2)using game theory to conduct game planning and creating a good game environment;(3)Exploring the female player market and cultivating the payment habits;(5)Using the primacy effect to attract users' attention and continuous use;(6)Cultivate the concept of cultural consumption and use cultural marketing strategies.Suggestions for mobile game app users are:(1)select high-quality mobile game products to enhance the experience;(2)moderate use to prevent addiction.