| The popularity of smart phones has climinated the time and place restrictions of games,and the development of wireless network technology has made the Internet become the carrier and communicator of information.As a result,online advertising followed has received increasing attention from advertisers.For mobile game advertisers,how to quickly and efficiently use online advertising transfer mobile game information to consumers and promote the promotion of mobile games,has become the focus of attention.The article is aimed at the current development status of mobile game online advertising,trying to study the online advertising factors affecting the use of mobile games.First of all,this study summarizes the Chinese and English literature on mobile games and online advertising related research in many countries,combined with the characteristics of online advertising itself and the characteristics of mobile games,and proposes online advertising factors that it may have a significant impact on mobile game use intentions.Considering the user's game involvement,these factors are analyzed by exploratory factors.After the dimension reduction,the online advertising factors that may affect the intention of using mobile games are six aspects:advertising entertainment,advertising credibility,advertising intrusion,advertising personalization,advertising information and game involvement.Then based on self-determination theory,rational behavior theory and attitude model of Internet advertising,the effects of online advertising characteristics on game attitude and intention of use was investigated from intrinsic motivation and extrinsic motivation separately.In this study,advertising entertainment,advertising credibility,and advertising intrusion are taken as the antecedents of intrinsic motivation.Advertising personalisation and advertising information are taken as the antecedents of external motivation.Whether or not the advertisement feature affects the intrinsic motivation and extrinsic motivation of the user to play the game will be regulated by the involvement of the user's game.Game attitudes affect user's intention to use mobile games,construct conceptual models and put forward relevant hypotheses.The data in this study were collected by questionnaire survcy.Combining the special features of mobile games and online advertising,all of the questionnaires used electronic questionnaires from the survey questionnaire,and then analyze the 414 final valid questionnaires statistically.The empirical model for the above-mentioned intention model for mobile game use was established.The research results show that online advertising attribute characteristics do have an impact on the intrinsic motivation and extrinsic motivation of users playing mobile games.In other words,advertising entertainment,advertising credibility,and advertising intrusion can significantly affect the attitude of the game through intrinsic motivation.Advertising individuation and advertising information can significantly influence the attitude of the game through extrinsic motivation.And in the process of online advertising feature attributes affecting the user's intrinsic motivation and extrinsic motivation,the game involvement plays a regulatory role,and the consumer's attitude towards the game significantly influences the intention of use.In addition,compared with extrinsic motivation,intrinsic motivation can influence game attitudes more significantly,which in turn affects the use of intentions.Finally,based on the research conclusions,the paper proposes the management suggestions for mobile game network advertising placement,the limitations of the research and future prospects. |
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