Research On The Impact Of Game Social Interaction On User Stickiness

With the popularity of intelligent mobile devices and the continuous upgrading of their performance,mobile game products have emerged,and have become an important field in the culture and entertainment industry.Its development is imperceptibly changing the way people express themselves,and even affecting the way people communicate with each other and society.However,at present,some mobile games have the problems of poor quality,poor user experience,low retention rate and short life cycle.The massive loss of users increases the development and operation cost,which is not conducive to the development of the game industry.Taking mobile games as the research object,this paper discusses the factors affecting user stickiness from the perspective of social interaction,so as to provide ideas for the social development and operation strategy of mobile games.After fully combing and summarizing the literature related to mobile games and game social networking,this paper analyzes the current situation and characteristics of mobile games,and constructs the theoretical model of this paper.Through previous interviews and qualitative analysis of content data,five variables related to game social interaction,including game matching mechanism,interaction mode,convenience of social function,interconnection of social platform and interactive reward mechanism,are determined,and the immersion experience model,Expectation Confirmation model,technology acceptance model and interdependence theory are integrated The three variables of perceived ease of use and immersive experience are combined with social variables to build a research model of the impact of game social interaction on user stickiness.The questionnaire items were adjusted through the pre-test.Finally,373 valid sample data were collected in the formal questionnaire survey.The hypothesis was verified by a variety of analysis methods,including factor analysis,correlation analysis and structural equation model test.The analysis results were explained in combination with theory and practice.It is found that interaction mode,social platform connectivity and interactive reward mechanism will have a significant positive impact on users’ perceived usefulness,while game matching mechanism has no significant impact on users’ perceived usefulness;The convenience of social functions will significantly and positively affect users’ perceived ease of use;Perceived usefulness and perceived ease of use will significantly and positively affect users’ immersion experience,and then affect users’ stickiness.