A Research On The Influencing Factors Of User Conversion Intention In Mobile Game Distribution

In recent years,China's online game market,especially the mobile game market,has seen a booming development,and in 2020,various mobile game applications have accounted for 25.7% of all mobile applications,becoming one of the most important components of China's mobile internet application market products.However,in terms of application usage rate,the player scale share and usage rate of mobile game APPs have been decreasing since 2018,and the player usage rate of mobile game APPs in China was 52.4% as of December 2020,down 2.8% compared with 2018;the growth of user volume is slow,and the user market has started to gradually move from the era of incremental volume to the era of stock,and the red sea competition in the game market The red sea competition in the game market is intensifying,and all major game manufacturers are beginning to face the situation of new product breakthroughs and difficulties in increasing user volume.Under the fierce market competition and the fixed user market environment,getting more new users to convert is the key issue for game distribution,and discussing how to more effectively guide players to book/download games and find the influencing factors that affect players to convert and download games is the key to solve the problem and optimize the distribution strategy.To address this industry issue,the author has conducted an investigation into the factors influencing user conversion in mobile game distribution through a combination of empirical and qualitative research,based on a review of previous research literature.In this paper,we investigate the factors influencing the conversion of users in game distribution from three perspectives: the characteristics of the game product itself,the characteristics of the channel,and the communication strategy,and explore the factors influencing the conversion of users in the process of game distribution(conversion is reservation/download).The research on game distribution is less.From the perspective of industry communication,game distribution is a combination of game product content and game marketing,and a single advertising study is not comprehensive.The authors take game distribution as the environment and the influencing factors of players' willingness to convert as the research theme,breaking the limitation of game research that only studies the product or only game advertising as either/or,making the dimension of research more comprehensive.In terms of research methodology,the authors add variable elements such as perceived sociality and perceived cost based on the Technology Acceptance Model(TAM model)combined with the industry experience of game distribution,and make reference to the findings of previous studies,and subdivide the basic influencing factors such as perceived usefulness and perceived ease of use on both the product side and channel side of game distribution,and innovate the research model to make its research hypothesis and results more consistent with The research model has been innovated so that the research hypothesis and results are more in line with the industry reality,and the findings have a high practical application value.This study aims to achieve the following research objectives:(1)to summarise and sort out the overall distribution model of mobile games and elaborate the sub-platform distribution methods;(2)to obtain the influencing factors that affect players' willingness to convert in the process of mobile game distribution through the empirical research method of questionnaire distribution,collection and analysis;(3)to obtain the influencing factors of players' conversion through qualitative analysis based on the use and satisfaction,so as to supplement the quantitative research;(4)to supplement the quantitative research based on the findings of the study(4)Based on the findings of the study,recommendations are made for mobile game distribution.The results of this study show that game IP attractiveness,game theme new attractiveness,game play attractiveness and game benefits have a positive effect on players' perceived usefulness,while the content of distribution communication,game manufacturers and distribution channel trust also affect players' perceived trust in game products;game device requirements,game difficulty,reservation/download channels and other factors affect players' perceived ease of use;not only do perceived usefulness Not only does perceived usefulness and perceived ease of use directly affect players' willingness to convert,but the social features and experience costs of the game product also affect players' willingness to convert to downloading the game.