Investigating the Influence Factors of Social Media on Game Marketing of Smart Phone

• Main Authors: Chen, Yi-Ru, 陳怡如
• Other Authors: Lin, Jen-Chih
• Format: Others
• Language: zh-TW
• Published: 2015
• Online Access: http://ndltd.ncl.edu.tw/handle/92114773721468116721

碩士 === 國立臺北教育大學 === 數位科技設計學系(含玩具與遊戲設計碩士班) === 103 === With the development of Internet and progressing of technology, the number of people using smart phone and social community media are growing rapidly. Due to the features of internet, which provides the function of convenient, real-time, interactive, and sharing with others, more and more enterprises start to choose those social media tools as one of their marketing channels. The propose of this research is to establish an integration module, which is based on the technology acceptance model, to explores the relationship between social media campaign, electronic Word-Of-Mouth, internet advertising, perceived usefulness, and perceived ease of use. Studying the extent of those factors to influence the attitude toward using and behavioral intention to use of smart phone gamers about receiving smart phone games information through social media. This study retrieved 207 effective samples and the results showed that there are a significant effects among electronic Word-Of-Mouth, perceived usefulness and perceived ease of use, a significant effects between internet advertising and perceived usefulness effect attitude toward using significantly, and perceived usefulness and attitude toward using had significant influence on behavioral intention to use. The last part of this study also proposes a list of marketing recommendations and future research directions for the smart phone game industry and scholars.