Abstract
This paper experimentally examines the consumer behaviour of mobile gaming (CBMG) and will review Mobile games as a prime example of a successful mobile application and demonstrate the increasing range of platforms for the media and entertainment industries. Comes to mobile game business becomes one of the most lucrative as well as fast growing businesses, examining key success factors in this industry is the great interest. The research attempts to review literature on the salient issues of consumer behaviour of mobile gaming (CBMG), We propose a research model that examines why game players actively engage in playing mobile games, and how such engagement can affect their behavior in mobile games. After reviewing 420 of the most influential papers from all databases on ISI Web of Knowledge on CBMG topics, relevant papers were retrieved. Research results show the current CBMG situation, that of mobile phone gaming, both gamers and non-gamers deploy multiple forms of anti-choice behavior tore shape the effect. Also the customer engagement relationships in the model were substantiated by the empirical evidence. A technological perspective on policy as presented in the special issue Policy. Additionally, the findings may also be applicable to other type of wireless handset including tablets. Also, it is necessary for the game companies to keep track of customer engagement. Game publishers may target those heavy users, as they are more likely to spend more money in the virtual items. Finally, we found social interaction explained a large variance customer engagement, which in tum exerted a positive effect on consuming intention.
Published Version
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