Abstract
Despite the huge growth potential that has been predicted for mobile game continuous usage intention, little is known about what motives users to be sticky under the mobile game context. Drawing on the Uses and Gratifications theory (UGT), this study aims to investigate the influencing effects of players’ characteristics and the mobile game structures on players’ mobile game behavior (e.g. stickiness). After surveying 439 samples, the research model is tested with Partial Least Squares Structural Equation Modeling (PLS-SEM). The results indicate that both individual gratifications and mobile game presence positively affect users’ stickiness. Furthermore, we find that leisure boredom of individual situations and integration of mobile game governance positively affect users’ stickiness. The results provide further insights into the design and governance strategies of mobile games.
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