Abstract
The mobile app market, particularly the app game sector, is a multibillion-dollar space. This study conducted in-depth interviews and two large-scale surveys with a total 1,437 respondents to investigate the consumer behavior of mobile app game players. The app game Pokémon GO became a worldwide phenomenon not only as a social sensation but also as a high profitable business model. Taking the theoretical lens of telepresence theory and social capital theory, this develops a framework to explicate the success factors of Pokémon GO. The theoretical framework also provides guidelines for practitioners who plan to enter the lucrative app game market.
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