The Influence And Reflection Of Mobile Game Interactivity On User Stickiness

Since the emergence of video games,with their strong "interactivity",they have become one of the media forms that have attracted much attention in academic circles and user groups.Human-computer interaction and human interaction in the game world have become a norm in modern life.With the rapid development of mobile networks and the upgrading of mobile devices,the mobile game industry is developing rapidly,showing great commercial value.However,the current game industry has problems such as content homogeneity,intensified industry competition,and escalation of user needs.At the same time,games are also a double-edged sword.While its strong stickiness generates benefits and value,it also brings some negative effects.Aroused widespread concern in society.How to make the game industry continue to develop healthily is worthy of exploration and reflection.Based on this,this article takes the interactivity of electronic games as the entry point,uses the technology acceptance model(TAM)and flow theory,and takes the most representative mobile game "Glory of the King" in domestic games as an example,and establishes that interactivity affects user stickiness.Through the design and distribution of questionnaires for data analysis,the model explored the connection between the interactivity of mobile games and user stickiness.Based on comprehensive questionnaires and in-depth interviews,the harm caused by the stickiness of mobile phone users is explained,combined with relevant theories and relevant domestic and foreign experience and practices,from the aspects of users themselves,family education,game platforms,government departments,media propaganda,etc.,Puts forward methods and strategies to avoid mobile game users’ stickiness hazards.First of all,based on the technology acceptance model(TAM)and flow theory,this paper launched a research design,determined the three dimensions of interaction,perceived usefulness,satisfaction,flow experience and other eight variables,proposed research hypotheses and established research models.Secondly,through the online questionnaire survey,a total of 261 valid questionnaires were obtained,and the sample data was analyzed using SPSS24.0 software to verify the hypothetical results.The research results show that the interactivity of mobile games has a positive impact on users’ willingness to use continuously through perceived usefulness,satisfaction,and flow experience,which in turn positively affects user stickiness.Through differentiated comparison,it is found that flow experience has the greatest impact on user stickiness,user satisfaction,and the user’s perceived usefulness have the least impact.It is concluded that mobile games have the functions of meeting entertainment needs,expanding the social chain,creating experience expectations,and generating flow experience.These factors interact to produce user stickiness.Finally,on the basis of a comprehensive analysis of the questionnaire,this article also uses a combination of participatory observation and in-depth interviews to sort out the specific manifestations of the stickiness hazards of mobile game users,and from the three aspects of users,game interaction and social environment Explains the reasons for the stickiness hazards of mobile game users,and on this basis,discusses the strategies to avoid the stickiness hazards of mobile game users,namely,user self-discipline: improve game cognitive literacy;platform responsibility: improve the anti-addiction health system;government-led: for To escort the healthy development of the game,in order to provide some ideas and references for the healthy development of the mobile game industry.