Earticle

초록

영어

This paper aims to understand the factors related to user retention in mobile games, one of hedonic IT services. This paper analyzes user retention using a huge user-level gameplay dataset with three aspects: extrinsic/intrinsic motivation and social interaction. This paper needs to consider censored gameplay duration as our dependent variable, so we carry out duration analysis. The empirical results show that the effect of extrinsic motivation is not significant; intrinsic motivation is negative on the gameplay duration;but the effect of social interaction factor is positive. Based on the results, expected contribution and the major challenge of this research are discussed.

목차

Abstract
 Introduction
 Literature Review
  New Hedonic IT Service: Games
  Literature Review
 Data Collection and Analysis
  Data Collection
  Variables
  Data Analysis
 Empirical Result and Discussion
 Conclusion
 Acknowledgments
 References

저자

• Moonkyoung Jang [ Seoul National University ]
• Byungjoon Yoo [ Seoul National University ]
• Juhong Park [ Devsisters Corp. SGF Chungdam Tower, Sinsa-dong, Gangnam-gu, Seoul, 06025, South Korea ]

참고문헌