An Empirical Study On The Impact Of Social Experience In Mobile Games On User Retention Intentions

In the forward promotion of the subjective and objective reasons such as the game industry,mobile Internet,mobile terminals,etc.,in recent years,mobile games are in full swing in the whole industry,and they are gradually swallowing the client game market while becoming more refined: The client games has a tendency to migrate to the mobile side;mobile games that had been criticized are capturing the favor of many game lovers with excellent game quality and gaming experience.The social attributes that existed in the game are more and more prominent under the help of media portals such as WeChat,QQ,E-mail,and Weibo,and portable mobile games have become the first choice for connecting gamers' social relationships.In the current situation of homogenization of mobile games,low satisfaction and high user churn,the social experience in mobile games is crucial to improving users' retention intentions.Based on the theory of expectation confirmation theory,this paper combines the previous research results and the unique environment of this research to determine the interview outline.Through in-depth interviews,researcher have collected the potential factors of social experience,satisfaction and retention intention.With the help of NVivo,three subdivision dimensions of the game social experience were showed: social players,social methods,and social mechanisms.According to the previous research conclusions and related theories,social experience is used as the independent variable and the user retention intention is used as the dependent variable,while satisfaction as the mediator variable,to construct the structural equation model.The research hypotheses were verified by the questionnaire data,and the hypotheses were explained in detail by combining theories and practice.