Analysis Of The Impact Of Immersive Experience Of MOBA Mobile Games On User Stickiness

In recent years,with the progress of 5G,artificial intelligence and big data technology,the game industry has also been greatly developed.At present,the game has become an indispensable entertainment tool in people’s daily life.There are many types of mobile games in China,among which MOBA mobile games are widely welcomed by players.Take MOBA mobile game’s head product King glory as an example,with more than 200 million registered users and 100 million daily active users in 2020.Rich game types provide players with a wide range of choices.In recent years,the hot E-sports market and live broadcast industry provide a broad platform for the development of MOBA games.At present,MOBA games have become a game type with many players and strong ability to attract money.So why can these MOBA mobile games attract so many players and maintain a high level of user stickiness? Through the literature review,this paper will start from the immersion experience,A-R-C attachment theory and user stickiness theory,with the help of S-O-R model,establish a user stickiness influence model with perceived usefulness,interactivity and other factors as independent variables and immersion experience as intermediary variables,and explore the mediating role of emotional attachment between immersion experience and user stickiness.In this paper,MOBA mobile game players as the research object,mainly using literature,questionnaire survey and statistical analysis methods,a total of 400 valid data were collected,using SPSS data analysis software,analysis of perceived usefulness and other factors,player demand satisfaction,immersion experience,emotional attachment and the relationship between user stickiness.Through the research,we get the following conclusions: perceived usefulness,interactivity,entertainment and game design factors have a significant positive impact on immersive experience,immersive experience has a significant positive impact on user stickiness,and immersive experience has a mediating effect between perceived usefulness,interactivity,entertainment and game design factors and user stickiness.There is a chain mediating effect between user immersion experience and emotional attachment in perceived usefulness,interactivity,entertainment,game design factors and user stickiness.Players’ autonomous needs,related needs and emotional attachment are significantly positively correlated.Related needs have the strongest positive impact on emotional attachment,followed by independent needs,and achievement needs have no significant impact on emotional attachment.Emotional attachment has a significant positive impact on user stickiness,and it has a mediating effect between autonomous needs,related needs and user stickiness.Finally,based on the empirical results,this paper puts forward five suggestions to improve user stickiness: focus on game innovation,focus on cultural marketing,optimize interaction design,improve game experience and custom push service,hoping to provide suggestions for the sustainable development of MOBA games in the future.