Proceedings of the 2nd International Conference on Humanities Science and Society Development (ICHSSD 2017)

Antecedents of Loyalty in Mobile Social Network Games

Authors
Delphine Ya-Chu Chan, Zeng-Liang Xing, Zhi-Hao Zhang
Corresponding Author
Delphine Ya-Chu Chan
Available Online November 2017.
DOI
10.2991/ichssd-17.2018.27How to use a DOI?
Keywords
mSNGs; Loyalty; Trust; Information; Interaction; Playfulness
Abstract

In view of the economic potential and continuous innovation of mobile social network games (mSNGs), this paper uses the questionnaire survey to collect 389 valid samples from the "Honour of kings" game, which is ranked first in global mobile game revenue in 2017, to explore the antecedents of loyalty in mobile game. The results show that the information, interaction and playfulness of sSNGs have significantly positive impacts on the trust and loyalty of the players. Among them, the playfulness has the most significantly direct effect on trust and loyalty, and the trust has the partially mediating effect. The results are helpful for the product design and continuous development of mSNGs. It is also proved that the playfulness and trust are the important influencing factors of loyalty.

Copyright
© 2018, the Authors. Published by Atlantis Press.
Open Access
This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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Volume Title
Proceedings of the 2nd International Conference on Humanities Science and Society Development (ICHSSD 2017)
Series
Advances in Social Science, Education and Humanities Research
Publication Date
November 2017
ISBN
978-94-6252-440-8
ISSN
2352-5398
DOI
10.2991/ichssd-17.2018.27How to use a DOI?
Copyright
© 2018, the Authors. Published by Atlantis Press.
Open Access
This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

Cite this article

TY  - CONF
AU  - Delphine Ya-Chu Chan
AU  - Zeng-Liang Xing
AU  - Zhi-Hao Zhang
PY  - 2017/11
DA  - 2017/11
TI  - Antecedents of Loyalty in Mobile Social Network Games
BT  - Proceedings of the 2nd International Conference on Humanities Science and Society Development (ICHSSD 2017)
PB  - Atlantis Press
SP  - 136
EP  - 140
SN  - 2352-5398
UR  - https://doi.org/10.2991/ichssd-17.2018.27
DO  - 10.2991/ichssd-17.2018.27
ID  - Chan2017/11
ER  -