4. Mobile Game Characteristics and Opinion Leaders’ Effects on Chinese Game Users’ Attitudes and Acceptance

Title(KR)

• Mobile Game Characteristics and Opinion Leaders’ Effects on Chinese Game Users’ Attitudes and Acceptance

Title(ENG)

• Mobile Game Characteristics and Opinion Leaders’ Effects on Chinese Game Users’ Attitudes and Acceptance

Keywords(KR)

• Mobile Game, Chinese Game, TAM, Opinion Leader

Keywords(ENG)

• Mobile Game, Chinese Game, TAM, Opinion Leader

Author

• Yumeng WU, Sohye Lim

Abstract(ENG)

In recent years, the number of users and market size of Chinese mobile games has continued to expand. In order to understand what the characteristics of successful mobile games are and which factors affect the intention of users to user games, this study analyzes the characteristics of the most popular and representative mobile games in China based upon the Technology Acceptance Model(TAM). Seven major characteristics of mobile game were identified: Convenience, Immediacy, Operability, Interactivity, Diversity, Simplicity, Low Cost. In addition, the role of game BJ as an increasingly important opinion leader in the game industry plays on the game users’ perception and attitude is explored. For this, an online survey was conducted (N=363). The results illustrate that the characteristics of mobile games have a great impact on players’ perceptions. In particular, interactivity followed by low cost and immediacy had the most significant effects on the game users’ perception. In addition, the user perception was affected by their perception of opinion leader. Most of all, the result suggests the user’s extent of perceived enjoyment is a key factor that determines the user’s acceptance and willingness to continue using mobile games. Taken together, the study provides meaningful insights into the complex interplay of various external and internal factors that influence the mobile game user’s perception and motivation.

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