Abstract
With the increase of the number of people playing mobile phone games, mobile games is becoming more and more attention. As the mobile game itself provides a highly engaging environment, this study examines mobile game consumption from the perspective of customer engagement. We propose a research model that examines why game players actively engage in playing mobile games, and how such engagement can contribute to sales of mobile games, empirically testing the model using 213 mobile game players. The results support our research hypotheses and illustrate the effect of customer engagement on stimulating game players' spending in mobile games. The findings of this study are expected to provide some suggestions for game developers and publishers on promoting the sales of items/goods.
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