收稿日期: 2016-11-13
修回日期: 2016-12-27
网络出版日期: 2017-02-05
基金资助
本文系国家社会科学基金重大项目"基于多维度聚合的网络资源知识发现研究"（项目编号：13&ZD183）和教育部人文社会科学青年基金项目"基于用户兴趣挖掘的电子政务门户知识整合研究"（项目编号：13YJC870029）研究成果之一。
Empirical Research of the User Stickiness of Mobile Game: The Integration Theory of Flow and TAM
Received date: 2016-11-13
Revised date: 2016-12-27
Online published: 2017-02-05
[目的/意义]通过解析手机游戏用户粘性影响因素与影响机制，扩展Flow和TAM理论，同时也为手机游戏开发以及运营厂商就如何提高用户粘性提供具体的解决思路。[方法/过程]以Flow理论和TAM理论为基础，通过手机游戏设计、手机游戏内容以及玩家自身这3个维度来探究手机游戏用户粘性影响因素，使用SmartPLS结构方程对收集到的163个调查样本数据进行实证研究。[结果/结论]模型结果显示，心流体验是影响手机游戏用户粘性的重要因素，互动性、远程感知、实用性、感知控制力对心流体验具有显著的正向影响。研究还发现男女生两种样本在部分路径比较中存在显著差异。
段菲菲 , 翟姗姗 , 池毛毛 , 韩高钶 , 张纯 . 手机游戏用户粘性影响机制研究:整合Flow理论和TAM理论[J]. 图书情报工作, 2017 , 61(3) : 21 -28 . DOI: 10.13266/j.issn.0252-3116.2017.03.003
[Purpose/significance] By analyzing the influence factors and mechanism of mobile game user stickiness, this paper expands the application of the flow theory and technology acceptance model. Besides, it also helps the game developers and operators to enhance the user stickiness.[Method/process] Based on the flow theory and technology acceptance model, the paperfindsthat factors affect the user stickiness through three dimensions-mobile game design, mobile game content and game players. This model is tested using 163 individual survey data and the results support the proposed research model.[Result/conclusion] The results find that flow experience plays an important role in affecting the user stickiness. Furthermore, flow experience also is positively affected by interaction,telepresence, perceived control, as well as perceived usefulness. It is also shown that the genderaffects the process of user stickiness of mobile game.
[1] 2015年我国手游行业现状及布局分析[EB/OL].[2015-12-05].http://www.chinabgao.com/freereport/69804.html.
[2] Appsee:近24%玩家下载移动游戏后只打开1次[EB/OL].[2016-11-12].http://www.5point.cn/41607.html.
[3] 黎忠文,覃志东,王全宇,等.基于Android平台手机游戏引擎的设计与实现[J].计算机工程与设计,2014,35(1):119-124.
[4] 蔡泽江,唐国纯.基于Android传感器技术的游戏开发应用[J].软件,2014,35(9):38-42.
[5] 袁顺波,张云,臧金帆.移动商务用户持续使用行为实证研究综述[J].图书情报工作,2016,60(4):142-147.
[6] 刘鲁川,孙凯.移动数字阅读服务用户采纳后持续使用的理论模型及实证研究[J].图书情报工作,2011,55(10):78-82.
[7] GRETA L. P, CLAY K. W, ELENA K, et al. A theoretical framework for consumer E-Satisfaction and site stickiness:an evaluation in the context of online hotel reservations[J].Journal of organizational computing &electronic commerce,2012,22(1):1-37.
[8] LI D, BROWNE G, WETHERBE J. Why do internet users stick with a specific web site? A relationship perspective[J].International journal of electronic commerce,2006,10(4):105-141.
[9] 赵青,张利,薛君.网络用户粘性行为形成机理及实证分析[J].情报理论与实践,2012,35(10):25-29.
[10] CSIKSZENTMIHALYI M. Beyond boredom and anxiety[M].San Francisco:Jossey-Bass Publishers,1975:1-18.
[11] 任俊,施静,马甜语.Flow研究概述[J].心理科学进展,2009,17(1):210-217.
[12] DAVIS F D. Perceived usefulness, perceived ease of use, and user acceptance of information technology[J]. MIS quarterly,1989,13(3):319-340.
[13] 代宝,刘业政.SNS用户的社交网络游戏行为研究综述[J].现代情报,2015,35(4):159-163.
[14] 周军杰.社会化商务背景下的用户粘性:用户互动的间接影响及调节作用[J].管理评论,2015,27(7):127-136.
[15] HOFFMAN D L, NOVAK T P. Marketing in hypermedia computer-mediated environments:conceptual foundations[J]. Journal of marketing,1996,60(3):50-68.
[16] STEUER J. Defining virtual reality:dimensions determining telepresence[J]. Journal of communication,1992,42(4):73-93.
[17] AJZEN I. The theory of planned behavior[J]. Organizational behavior & human decision processes,1991,50(2):179-211.
[18] 郭本禹.自我效能理论及其应用[M].上海教育出版社,2008:121-150.
[19] 丛芳.基于"心流体验"视角的在线消费者购买行为影响因素研究[J].南开管理评论,2009,12(2):132-140.
[20] 熊巍,王舒盼,潘琼.微信移动社交用户心流体验对用户粘性的影响研究[J].新闻界,2015(7):13-18.
[21] LIANG H, SARAF N, HU Q, et al. Assimilation of enterprise systems:the effect of institutional pressures and the mediating role of top management[J]. MIS quarterly,2007,31(31):59-87.
[22] BARON R M, KENNY D A. The moderator-mediator variable distinction in social psychological research[J]. Journal of personality &social psychology,1986,51(6):1173-1182.
[23] TALLON P P, PINSONNEAULT A. Competing perspectives on the link between strategic information technology alignment and organizational agility:insights from a mediation model[J]. MIS quarterly,2011,35(2):463-486.
[24] WYNNEW C.Multi-Group analysis with PLS[EB/OL].[2016-12-12].http://disc-nt.cba.uh.edu/chin/plsfaq/multigroup.htm.
[25] 郭文文,王烁.基于心流理论的手机游戏动态难度设计研究[J].艺术与设计:理论,2013(11):125-127.
[26] 曾庆维,冯镍.一种基于玩家水平的俄罗斯方块游戏[J].软件导刊,2014(1):26-28.
[27] 黄浩,刘鲁,王建军.基于TAM的移动内容服务采纳分析[J].南开管理评论,2008,11(6):42-47.
/
| 〈 |
|
〉 |
