Title: User stickiness in mobile games

Authors: Wei Lu; Ruben Xing; Pei Deng; Zihan Shen

Addresses: State Key Laboratory of Media Convergence Communication, School of Economy and Management, Communication University of China, Dingfuzhuang Chaoyang District, Beijing, 100024, China ' School of Business, Montclair State University, Montclair, New Jersey, 07424, USA ' State Key Laboratory of Media Convergence Communication, School of Economy and Management, Communication University of China, Dingfuzhuang Chaoyang District, Beijing, 100024, China ' State Key Laboratory of Media Convergence Communication, School of Economy and Management, Communication University of China, Dingfuzhuang Chaoyang District, Beijing, 100024, China

Abstract: The continuous development of information technology in social needs has promoted the development of the mobile game industry, making games an important cultural and entertainment consumer product. The game industry became a huge dividend market. However, the booming game industry is highly competitive. How to maintain its competitiveness has become an urgent problem to be solved. This research aims at the related factors that affect users' game stickiness, such as user-perceived quality, switching cost, and perceived ease of use are focused as the primary concerns of this research. Combining the characteristics of games and users' behaviour, a structural equation model is constructed. Through the questionnaire survey and structural equation analysis, it is found that sociality, payment mechanism, user interface and plot have positive effects on game stickiness. Finally, based on the idea of behavioural design and the analysis results, this paper proposed some systematic improvement strategies for game stickiness.

Keywords: mobile game; users stickiness; structural equation; technology acceptance model; users' behaviour theory; flow phenomenon.

DOI: 10.1504/IJDS.2022.126853

International Journal of Data Science, 2022 Vol.7 No.2, pp.95 - 120

Received: 17 Jan 2022
Accepted: 14 Apr 2022
Published online: 09 Nov 2022 *

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