Earticle

초록

영어

Mobile games have become one of the most important driving forces of the game industry. We focus on the continuous intention to use Chinese mobile games from the perspective of experiential marketing and network externalities. We integrate user experience, network externalities and flow theory into expectation confirmation model and explore the influencing factors of continuous usage intention of Chinese mobile game and propose a research model. Game experience, service experience, perceived enjoyment, social interaction, challenge, perceived number of users and perceived number of peers were employed as independent variables, while flow, perceived value and satisfaction as mediating variables and continuous intention as the dependent variable. After surveying 426 samples, the model is tested with structural equation model. The results reveal that perceived enjoyment significantly positively influences perceived value, flow, satisfaction, and continuous intention. The greater the enjoyment of the game, the greater the satisfaction of the game and the greater the willingness to use it continuously. Game experience has a significant direct effect on continuous intention, which indicates that a better game experience can retain more users. Service experience and perceive number of peers positively influence satisfaction. Another finding is that social interaction and perceived number of users positively influence perceived value and flow, which indicate that social attributes are critical roles for retaining users. Game challenge also positively influences flow. The proper level of challenge is more likely to cause users to enter the state of flow. Flow indirectly influences continuous usage intention through the satisfaction of the game, which indicates that satisfaction is driven by flow experience and further retaining users. Empirical results implied that mobile game companies need to focus on improving user experience, expectation satisfaction and extending network externalities to improve the continuous intention of using mobile game.

목차

Abstract
1. Introduction
2. Literature Review and theory
2.1 Mobile Games
2.2 Expectation Confirmation Model
2.3 Value Theory
2.4 Experiential Marketing
2.5 Network Externalities
3. Research Model and Hypotheses
3.1 Research Model
3.2 Hypotheses Development
4. Empirical Results
4.1 Data collection and Sample
4.2 Measurement
4.3 Measurement Assessment
4.5 Hypotheses Test Results
5. Conclusion
5.1 Theoretic Implications
5.2 Practical Implications
5.3 Limitation and Further Research
References
 Measurement Items

키워드

저자

• Bo Lei [ Lecturer, Jiujiang University, Jiujiang, China ] First Author
• Jungmann Lee [ Professor, Department of Management of Digital Technology, Hoseo University, Korea ] Corresponding Author

참고문헌

발행기관

간행물

표지보기 관심저널 등록

• 간행물명

  JITAM [Journal of Information Technology Applications and Management]

• 간기

  격월간

• pISSN

  1598-6284

• eISSN

  2508-1209

• 수록기간

  1999~2026

• 십진분류

  KDC 005 DDC 005