我校经济管理学院池毛毛老师在T2级别期刊——《International Journal of Mobile Communications》上发表题为“What drives mobile game stickiness and in-game purchase intention? Based on the uses and gratifications theory”。论文第一作者池毛毛为经济管理学院教授，博士生导师。
Abstract / 摘要：
Despite the considerable growth potential predicted for mobile games, little research explored what motivates users to be sticky and make purchases in the mobile game context. Drawing on uses and gratifications theory (UGT), this study evaluates the influencing effects of players' characteristics (i.e., individual gratification and individual situation) and the mobile game structure (i.e., presence and governance) on players' mobile game behaviour (i.e., stickiness and purchase intention). Specifically, the model was extended with factors of the individual situation and governance. After surveying 439 samples, the research model was examined using the Partial least squares structural equation modelling (PLS-SEM) approach. The results indicate that stickiness is a crucial antecedent for users' in-game purchase intention. The individual situation plays an essential role in influencing user gratification, and individual gratification is the most vital criterion affecting stickiness. Finally, except for incentives, presence, and integration positively affect stickiness. This study provides further insights into both mobile game design and governance strategies。
论文信息;
罢颈迟濒别/题目:
What drives mobile game stickiness and in-game purchase intention? Based on the uses and gratifications theory
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Keyword / 关键词
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EI;INSPEC;Scopus;SSCI;WAJCI
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