The study of users’ satisfaction and loyalty towards the mobile game

• Main Authors: LIN, TSAI-HO, 林再鶴
• Other Authors: Chih-Chin Yang
• Format: Others
• Language: zh-TW
• Published: 2014
• Online Access: http://ndltd.ncl.edu.tw/handle/49399172502005111436

碩士 === 開南大學 === 資訊學院碩士在職專班 === 102 === The primary objective of this study was to examine the determinants of users’ satisfaction and loyalty towards the mobile game. The relationship of service quality-customer satisfaction-customer loyalty was used as a theoretical foundation, while the service quality was replaced with the game quality, system quality and playfulness. Another construct word-of-mouth was added to better understand osers’ loyalty toward the mobile game. An empirical study was conducted to test the research model. The analysis result showed that the game quality, system quality, playfulness, as well as word-of-mouth significantly affect the users’ satisfaction, which in turn affected the users’ loyalty toward the mobile game. Thus, the more game quality, system quality and playfulness the mobile game provides the more satisfaction the players will feel, and the more loyalty the players will show toward the mobile game.