| Summary: | 碩士 === 國立臺北大學 === 國際企業研究所 === 102 === This study is to investigate the relationship between brand experience of online mobile games and users’ behavior. We are currently the mobile internet and technology innovation generation, so people are using their mobile phones for longer and longer periods. We examine the impact of the flow experience effect on brand experience and brand personality for online mobile games. We are also concerned about the impact on users’ behavior (purchasing, stickiness, continuance, and word-of-mouth). For our study, we collected a total of 523 returned questionnaires through a website survey, then we used SPSS and LISREL to process our statistical analysis. From the results of the study, flow experience has a positive influence on the brands for online mobile games. Furthermore, online mobile games brand experience has a positive influence on the brand of users’ behavior, especially continuance behavior and word-of-mouth. In addition, we hope that our research results can provide some recommendations for the game industry.
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