| Summary: | 碩士 === 高苑科技大學 === 資訊科技應用研究所 === 105 === This study explored the continuous usage and willingness to pay for mobile games players. We explore the community factor (cross-industry alliance, community interaction), continuous usage factor (continuance usage, customer royalty) and consumer behavior factor (consumption factor, game mall merchandise, consumer satisfaction) from the mobile games players to study and analyze.
A total of 250 valid questionnaires were collected and analyzed by SPSS statistical software. The results of questionnaire analysis showed that.
(1) "Cross-industry alliance" factor has a positive impact on the continued use of mobile games; (2) “Community interaction” factor has a positive impact on improving the continued use of mobile games; (3) "The connotation of the game" factor has a positive impact on the continued use of mobile games; (4) "Customer loyalty" factor has a positive effect on improving the continued use of mobile games;
(5) "Consumption" factor has a positive effect on improving the willingness to pay for mobile games; (6) "Game mall merchandise" factor in the "consumer behavior" to improve the willingness to pay for mobile games have a positive impact; (7) "Consumer satisfaction" factor has a positive effect on improving the willingness to pay for mobile games.
According to the results of the study can provide game manufacturers advice, for mobile gamers to improve the use of the time, And to improve the mobile phone gamers to improve the willingness to pay for game manufacturers to play games or make mobile games, providing marketing strategy direction. According to the results of the study, it could provide the game design or marketing strategy for game manufacturers about how to improve the mobile phone players continue to use and willingness to pay.
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