手机游戏用户粘性研究

Wei Lu, Pei Deng, Zihan Shen
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引用次数: 0

摘要

用户粘性随着信息技术的发展和社会的变革,数字游戏已经成为重要的文化娱乐消费产品,尤其是手机游戏用户的快速增长。由于手机游戏行业的竞争激励,用户留存率成为竞争的关键问题。根据游戏和用户行为的特点,结合理性行为理论、技术接受模型、流理论、游戏粘性等理论和相关研究基础,建立了游戏粘性与用户感知质量、转换成本、感知易用性等因素的关联模型。运用结构方程模型分析验证了社交因素、付费机制、用户界面、情节之间的关系。最后,结合问卷调查和实际游戏数据,提出了提高用户粘性的系统策略。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
Research on User Stickiness of Mobile Games
User stickiness with the development of information technology and social change, digital games have become important cultural and entertainment consumer products, especially the rapid growth of mobile game users. Due to the competitive incentive of the mobile game industry, user retention has become the key issue of competition. According to the characteristics of game and user behavior, combined with rational behavior theory, technology acceptance model, flow theory, game stickiness, and other theories and related research foundation, the correlation model between game stickiness and user-perceived quality, switching cost, perceived ease of use and other factors is established. The structural equation model is used to analyze and verify the relationship between social factors, payment mechanism, user interface, and plot Game stickiness has a positive effect. Finally, combined with the questionnaire survey and the actual game data, the paper puts forward the systematic strategy to improve user stickiness.
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