Title: What drives mobile game stickiness and in-game purchase intention? Based on the uses and gratifications theory

Authors: Maomao Chi; Yunran Wang; Haiyan Ma; Min Zhou

Addresses: School of Economics and Management, China University of Geosciences, Wuhan, 430078, China ' School of Information, Central University of Finance and Economics, Beijing, 102206, China ' School of Economics and Management, China University of Geosciences Wuhan, 430078, China ' School of Economics and Management, China University of Geosciences Wuhan, 430078, China

Abstract: Despite the considerable growth potential predicted for mobile games, little research explored what motivates users to be sticky and make purchases in the mobile game context. Drawing on uses and gratifications theory (UGT), this study evaluates the influencing effects of players' characteristics (i.e., individual gratification and individual situation) and the mobile game structure (i.e., presence and governance) on players' mobile game behaviour (i.e., stickiness and purchase intention). Specifically, the model was extended with factors of the individual situation and governance. After surveying 439 samples, the research model was examined using the Partial least squares structural equation modelling (PLS-SEM) approach. The results indicate that stickiness is a crucial antecedent for users' in-game purchase intention. The individual situation plays an essential role in influencing user gratification, and individual gratification is the most vital criterion affecting stickiness. Finally, except for incentives, presence, and integration positively affect stickiness. This study provides further insights into both mobile game design and governance strategies.

Keywords: mobile games; uses and gratifications theory; UGT; stickiness; purchase intention.

DOI: 10.1504/IJMC.2024.141821

International Journal of Mobile Communications, 2024 Vol.24 No.4, pp.424 - 452

Received: 29 Sep 2022
Accepted: 19 Apr 2023
Published online: 02 Oct 2024 *

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