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학술연구/단체지원/교육 등 연구자 활동을 지속하도록 DBpia가 지원하고 있어요.
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연구자들이 자신의 연구와 전문성을 널리 알리고, 새로운 협력의 기회를 만들 수 있는 네트워킹 공간이에요.
논문 기본 정보
- 자료유형
- 학술저널
- 저자정보
- 저널정보
- 한국데이터전략학회 Journal of Information Technology Applications & Management Journal of Information Technology Applications & Management Vol.27 No.5
- 발행연도
- 2020.10
- 수록면
- 49 - 68 (20page)
이용수
초록· 키워드
오류제보하기
The Push-Pull-Mooring (PPM) model employ to explore the factors that affect the switching intention of mobile game players by analyzing the online survey data of 240 mobile game players in China.
From the perspective of PPM model, Dissatisfaction with the current mobile game can promote players to leave the current mobile game, and other more attractive mobile games can pull players out of the current mobile game. As a mooring factor, habit can affect players" switching decisions. Players who have formed strong habits in current mobile games are more likely to resist or ignore the attractiveness of other mobile games and stay in the current mobile games rather than migrate to other mobile games. Another result shows that the more dissatisfied with the current mobile game, the higher the quality of alternative (relative challenge) mobile game, and the lower the investment size in the current mobile game, the more reluctant the players are to continue to maintain the relationship with the current mobile game. The higher the player"s commitment to the current mobile game, the more likely it is to maintain the relationship with the current mobile game.
The empirical results show that the framework of this study is highly consistent with the results of PPM model, and confirming that they can well apply to mobile game situations.
From the perspective of PPM model, Dissatisfaction with the current mobile game can promote players to leave the current mobile game, and other more attractive mobile games can pull players out of the current mobile game. As a mooring factor, habit can affect players" switching decisions. Players who have formed strong habits in current mobile games are more likely to resist or ignore the attractiveness of other mobile games and stay in the current mobile games rather than migrate to other mobile games. Another result shows that the more dissatisfied with the current mobile game, the higher the quality of alternative (relative challenge) mobile game, and the lower the investment size in the current mobile game, the more reluctant the players are to continue to maintain the relationship with the current mobile game. The higher the player"s commitment to the current mobile game, the more likely it is to maintain the relationship with the current mobile game.
The empirical results show that the framework of this study is highly consistent with the results of PPM model, and confirming that they can well apply to mobile game situations.
목차
Abstract
1. Introduction
2. Literature Review and Theoretical Background
3. Research Method
4. Empirical Results
5. Conclusions
References
참고문헌 (37)
참고문헌 신청
Ajzen, I. / 1985 / Intentions to Actions: A Theory of Planned Behavior / Springer
Ajzen, I. / 1987 / Attitudes, Traits, and Actions : Dispositional Prediction of Behavior in Personality and Social Psychology / Advances in Experimental Social Psychology 20:1~63
Analysis / China mobile game market analysis 2020 H1
Banal, H. S. / 1999 / The service provider switching model(SPSM)a model of consumer switching behavior in the services industry / Journal of Service Research 2(2):200~218
Bansal, H. S. / 2004 / A Three-Component Model of Customer to Service Providers / Journal of the Academy of Marketing Science 32(3):234~250
Ajzen, I. / 1987 / Attitudes, Traits, and Actions : Dispositional Prediction of Behavior in Personality and Social Psychology / Advances in Experimental Social Psychology 20:1~63
Analysis / China mobile game market analysis 2020 H1
Banal, H. S. / 1999 / The service provider switching model(SPSM)a model of consumer switching behavior in the services industry / Journal of Service Research 2(2):200~218
Bansal, H. S. / 2004 / A Three-Component Model of Customer to Service Providers / Journal of the Academy of Marketing Science 32(3):234~250
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UCI(KEPA) : I410-ECN-0101-2020-005-001590782