Research On The User's Intention Of Continuous Participation In Mobile Game Activity Operation

The development of technology has introduced interaction and integration into media.Video games is one of the most striking forms among various new media technologies.Mobile phones,serving as the terminals,are carrying these games towards a future form of media.Judging from the current situation of mobile games in our countries,the mature technology and development of the industry has put an end to the turf war on core gameplay and IP.The focus has been shifted to the intensive design of user experience.Whilst the major players in the market are competing in the categories of games,the ones that wins the battle of active user number and retention rates would gain themselves core competence.Given that,“operation” is gradually taking the position of “planning” as the focus of the companies.Continuous usage intention has thus become the key of the industry.The activity system,a major tool for activity operation,is an important method to increase user stickiness in mobile games.The users participate in the activities in games,get rewarded.The user stickiness is then improved.Through literature review,the author found that the current empirical studies on mobile games are all taking the whole game as their object,while that on their activity system is of a limited amount.This thesis adopts the empirical research methods.Based on the framework of CAC,the thesis involves the model of UTAUT and theory of fairness and stimulation,and at the same time modifies the theoretical model with data collected in the interview.This thesis selects the user activities in mobile game operation as the object and discussed the mechanism of activity-driven intention towards the usage of the activity system.The first part clarifies the definitions on mobile games,game operation and continuous participation and introduced the technology acceptance model(TAM),theory of fairness and stimulation and self-efficacy theory.The second part brings up a model of intention on continuous participation of activities in mobile games based on the motivation for continuous participation for players summarized from literature review and interviews.The third part includes questionnaires and data analysis.The result shows that the self-efficacy of users,specifically the performance expectancy,effort expectancy and social impact on the perception level,would increase their usage of the activity system and their participation in the activities through the intermediary effect of positive emotions.At the same time,theresult proves the positive effect of fairness among the stimulations for mobile game users.Individual attributes including age,mobile game usage frequency and the type of the activity have significant influence on the individual intentions,while the influence of perceived fairness,together with the gender,occupation and education background on the intention of users is not significant.Based on the results,this thesis proposes that the operation of activities should focus on the increase of performance expectancy for users.The innovation of formal entertainment that increases the real satisfaction should overweighs short-term value-adding reward;the effort expectancy of activities should be increased so as to reduce the cost of cognition,time and operation for users;when general fairness is secured,the positive guidance of social impact for mobile game users should be wielded;the activities that increases the self-efficacy of users can be used to improve the comprehensive value of mobile games in terms of entertainment,business and society.