Analysis of the Influence of Cartoon Mobile Game Features on Consumers' Usage Intention the Mediating Effect of Perceived Entertainment

Abstract

In 2018, the number of anime mobile game users continued to grow. Previous scholars mainly focused on the research of the animation mobile game industry, such as the role simulation of products, interaction methods, etc., lacking research on the factors affecting consumer behavior and the mechanism of action. Based on the Technology Acceptance Model (TAM), this paper constructs a theoretical model that affects the intentions of consumers' anime mobile games through product characteristics, experience characteristics and perceived entertainment. The data was obtained through online online questionnaire survey and regression analysis. The empirical results show that the product characteristics and experience characteristics of anime mobile games significantly affect consumers' intentions, and Perceived entertainment plays a mediating role. This paper summarizes and enriches the research of the emerging field of animation mobile games, and further provides commercial advice for the animation mobile game company in terms of audience positioning and market feedback. Keywords: Anime mobile game, Perceived entertainment, Usage intention, TAM.