An investigation of factors influencing user loyalty and user intention to play mobile games.

Abstract

The purpose of this paper is to understand the behaviour of mobile gaming consumers, specifically on their intention to play and loyalty, which are likely to contribute to the success of mobile games within Thailand. Two frameworks are drawn to determine what factors influence mobile gamer’s playing intention and loyalty, where factors such as perceived enjoyment, flow, norms, perceived co-presence, perceived cohesion, customer preference, attitude, usefulness and trust are studied. The study only focuses on people who have experience with mobile games, where online questionnaires were distributed randomly through emails, social network communication channels, as well as being shared on social network pages. The results indicates that perceived trust, flow, perceived enjoyment, and usefulness significantly influence user’s intention to play. Moreover, it also shows that flow, customer preference, perceived enjoyment, and norm significantly influence user’s loyalty towards playing mobile games. This research is expected to benefit game developers and game related business investors to understand more about mobile gamer’s behaviours within Thailand.