The influence factors of player acceptance of mobile gaming-Using promotional activities as The Moderator

• Main Authors: Wen-Hao Tung, 董文皓
• Other Authors: chia-chi Sun
• Format: Others
• Language: zh-TW
• Published: 2016
• Online Access: http://ndltd.ncl.edu.tw/handle/27wq3t

碩士 === 淡江大學 === 國際企業學系碩士班 === 104 === When the era of smart phone begin, phone is more than just a phone with communication function but literally becoming the center of entertaining, smart phone game market is even greater among the other entertaining market. Declare from Wybe Schutte who is the vice manager of international business developing department of gaming market analysis association “New Zoo” that market data analysis indicates global gaming production growth is expected to be US $ 915 hundred million（approximately NT $ 2.7 trillion）, In 2018 will expected to grow to US $ 1,135 hundred million (approximately NT $ 3.4 trillion ) ; laptop gaming is still the majority, but mobile games ( including smart phone or tablet games) are rising at the tale of laptop gaming, the year after next year, gaming production will be over US $ 300 million（approximately NT $ 9,000 hundred million）, and become a major part of gaming market. In this market, Taiwan overall gaming market growth will be over NT $ 20 billion , annual growth rate is ten percent (10%). Taiwanese gaming market performance is well performed in international competition, 10th among the global market, annual integrate growth rate is over twenty percent that shows Taiwanese mobile game market has great potential. However, domestic research is not much about mobile game, so we will be discussing the possible Feature contain in the mobile game first, and then , make use of 「Manufacturer Feature」、「Feature of Game Service Platform」 and 「Feature of Mobile Game’s type」etc., To understanding the consumers’ willingness of purchasing mobile games. And carries on the regression analysis by SPSS statistical software, discusses the interference effect of promotion activities. This research obtains the concrete achievement is as follows: (1) the way of operating factors are most likely to affect consumers to use mobile phone action game (2) Connection quality and data storage of sub factors are most likely to affect consumers to use action game (3) "Game type" dimensions in game content design sub factors are most likely to affect consumers to use action game (4) "Publicity" of more than three dimensions with interference effects, their respective negative disturbance effects of interference. The results of this study may provide mobile game industry, in view of the quality and the data storage and operation way, the attachment to design three features such as game content, in order to reduce the extra spending on propaganda way, so can improve consumers to use mobile phone games.