Abstract
As the mobile gaming market continues to evolve and the competition in mobile gaming applications intensifies, it has become more and more important to establish a lasting relationship between enterprises and players. This article explores whether convenience, sociality, and game attachment affect the quality of relationships from a consumer perspective and studies the regulatory role of attachment anxiety in this relationship. Empirical results show that convenience and sociality all have a significant positive impact on game attachment, which in turn enhances the quality of player-game relationship, and also verifies the negative regulation of attachment anxiety. On this basis, it is suggested that game makers should improve the sociality of the game application, strengthen the connection between different subjects and improve the anxiety of the players so as to obtain better relationship quality while optimizing the operation convenience of the game itself.
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