| Summary: | 碩士 === 銘傳大學 === 企業管理學系碩士在職專班 === 106 === This study investigated the effects of personal motivation, interpersonal attraction, community value and game designing on stickiness of mobile game player. A quantitative survey was conducted online and totally 148 questionnaires were collected. SPSS was adapted to examine the model’s stability and validity, and used regression analysis and cluster analysis to test the research hypothesis.
Research findings suggested the following: Each one of personal motivation, interpersonal attraction, community value and game designing had a significant positive impact on the stickiness. In addition, through the hierarchical regression analysis, it was found that personal motivation had a significant positive moderating effect on the relationship between interpersonal attraction and stickiness, while negatively significant moderating effect on the relationship between community value and stickiness. Finally, based on the results of cluster analysis, the mobile game players were divided into three groups: leisure players、core players and potential players. In summary, the marketing practices of each cluster were recommended.
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