Antecedents of Loyalty in Mobile Social Network Games

DOI

10.2991/ichssd-17.2018.27How to use a DOI?

Keywords

mSNGs; Loyalty; Trust; Information; Interaction; Playfulness

Abstract

In view of the economic potential and continuous innovation of mobile social network games (mSNGs), this paper uses the questionnaire survey to collect 389 valid samples from the "Honour of kings" game, which is ranked first in global mobile game revenue in 2017, to explore the antecedents of loyalty in mobile game. The results show that the information, interaction and playfulness of sSNGs have significantly positive impacts on the trust and loyalty of the players. Among them, the playfulness has the most significantly direct effect on trust and loyalty, and the trust has the partially mediating effect. The results are helpful for the product design and continuous development of mSNGs. It is also proved that the playfulness and trust are the important influencing factors of loyalty.

Copyright

© 2018, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Delphine Ya-Chu Chan
AU  - Zeng-Liang Xing
AU  - Zhi-Hao Zhang
PY  - 2017/11
DA  - 2017/11
TI  - Antecedents of Loyalty in Mobile Social Network Games
BT  - Proceedings of the 2nd International Conference on Humanities Science and Society Development (ICHSSD 2017)
PB  - Atlantis Press
SP  - 136
EP  - 140
SN  - 2352-5398
UR  - https://doi.org/10.2991/ichssd-17.2018.27
DO  - 10.2991/ichssd-17.2018.27
ID  - Chan2017/11
ER  -