Exploring the Use Intentions of Mobile Games Based on the Perspective of Users’ Experience and Flow Theory

• Main Authors: HO,HSIN-WEI, 何新瑋
• Other Authors: Chen, Yen-Luan
• Format: Others
• Language: zh-TW
• Published: 2019
• Online Access: http://ndltd.ncl.edu.tw/handle/2y85vc

碩士 === 德明財經科技大學 === 行銷管理系 === 107 === Playing mobile game has nowadays become a popular leisure activity. In contrast with playing game through computers and other platforms, mobile game has the features for convenient carriage, lower cost and easy access. By the popularization of the high efficient devices and the data network, mobile game is going up in a rapid speed and becomes the mainstream of the game market. Many reports show Taiwan mobile games market is optimistic about the future so it is expectful for game developers. This study conducted a questionnaire survey and collected 252 valid samples from Taiwan and mainland China. We tried to explore the consumers' behavioral intentions of mobile games based on experience vision and flow theory. The aim is to explore the mobile games consumers’ cognitive level and influence relationship of the study variables about experience marketing, experience value, flow experience, usage attitude and behavioral intentions. The descriptive statistics, reliability and validity analysis, difference test and the hypothesis test were adopt for further analysis. This mainly results showed that mobile games players are subjectively satisfied with most of the variable, in which most care for senses experience strategy that mobile games entrepreneurs provide, esthetic experience value that mobile games screen display. Moreover, the players pretty enjoy and pay attention to flow experience of passing various game levels as well as a joyful attitude. The results also show that the players regarding the cognition of mobile games “experience marketing”, “experience value” and “flow experience” have a positive impact on “usage attitude” and “behavior intention”. The players regarding “usage attitude” has a positive impact on “behavior intention”. The consumers regarding mobile games cognition of “experience marketing”, “experience value “and “flow experience” has a positive impact on “behavior intention” through “usage attitude” the intermediary effect. Finally, we conclude the findings and recommendations based on our research results.