DOI QR코드

DOI QR Code

Factors Analysis Influencing the Switching Intention of Chinese Mobile Games based on Push-Pull-Mooring Model

  • Liu, Jing (Jiujiang University) ;
  • Lee, Jungmann (Department of Digital Technology Management, Hoseo University)
  • 투고 : 2020.10.21
  • 심사 : 2020.10.29
  • 발행 : 2020.10.31

초록

The Push-Pull-Mooring (PPM) model employ to explore the factors that affect the switching intention of mobile game players by analyzing the online survey data of 240 mobile game players in China. From the perspective of PPM model, Dissatisfaction with the current mobile game can promote players to leave the current mobile game, and other more attractive mobile games can pull players out of the current mobile game. As a mooring factor, habit can affect players' switching decisions. Players who have formed strong habits in current mobile games are more likely to resist or ignore the attractiveness of other mobile games and stay in the current mobile games rather than migrate to other mobile games. Another result shows that the more dissatisfied with the current mobile game, the higher the quality of alternative (relative challenge) mobile game, and the lower the investment size in the current mobile game, the more reluctant the players are to continue to maintain the relationship with the current mobile game. The higher the player's commitment to the current mobile game, the more likely it is to maintain the relationship with the current mobile game. The empirical results show that the framework of this study is highly consistent with the results of PPM model, and confirming that they can well apply to mobile game situations.

키워드

참고문헌

  1. Ajzen, I., From Intentions to Actions: A Theory of Planned Behavior, Springer, Berlin, Heidelberg, 1985.
  2. Ajzen, I., "Attitudes, Traits, and Actions: Dispositional Prediction of Behavior in Personality and Social Psychology", Advances in Experimental Social Psychology, Vol. 20, 1987, pp. 1-63. https://doi.org/10.1016/S0065-2601(08)60411-6
  3. Analysis, "China mobile game market analysis 2020 H1", https://www.analysys.cn/article/detail/20019905, 2020.
  4. Banal, H. S., "The service provider switching model (SPSM) a model of consumer switching behavior in the services industry", Journal of Service Research, Vol. 2, No. 2, 1999, pp. 200-218. https://doi.org/10.1177/109467059922007
  5. Bansal, H. S., Irving, P. G., and Taylor, S. F., "A Three-Component Model of Customer to Service Providers", Journal of the Academy of Marketing Science, Vol. 32, No. 3, 2004, pp. 234-250. https://doi.org/10.1177/0092070304263332
  6. Bansal, H. S., Taylor, S. F., and James, Y. S. "'Migrating' to New Service Providers: Toward a Unifying Framework of Consumers Switching Behaviors", Journal of the Academy of Marketing Science, Vol. 33, No. 1, 2005, pp. 96-115. https://doi.org/10.1177/0092070304267928
  7. Becker, H. S., "Notes on the concept of commitment", The American Journal of Sociology, Vol. 66, No. 1, 1960, pp. 32-40. https://doi.org/10.1086/222820
  8. Bogue, D. J., A migrant's eye-view of the costs and benefits of migration to a metropolis, In A. A. Brown and E. Neuberger (Eds.), Internal Migration: A Comparative Perspective (pp. 167-182) Academic Press, New York, 1977.
  9. Calvo-Porral, C., Faina-Medin, A., and Nieto-Mengotti, M., "Satisfaction and switching intention in mobile services: Comparing lock-in and free contracts in the Spanish market", Telematics and Informatics, Vol. 34, No. 5, 2017, pp. 717-729. https://doi.org/10.1016/j.tele.2016.08.022
  10. CGIGC, "China's game industry report for the third quarter of 2020", http://www.cgigc.com.cn/gamedata/22077.html.
  11. Chang, I. C., Liu, C.-C., and Chen, K., "The push, pull and mooring effects in virtual migration for social networking sites", Information Systems Journal, Vol. 24, No. 4, 2014, pp. 323-346. https://doi.org/10.1111/isj.12030
  12. China Internet Network Information Center, "The 46th China Statistical Report on Internet Development", Retrieved from http://cnnic.cn/gywm/xwzx/rdxw/202009/W020200929343125745019.pdf, 2020.
  13. Choi, J., "A study on factors affecting a customer's switching intention to pureplay Internet bank using the Push-Pull-Mooring model", (Master), Seoul National University, 2016.
  14. Djusmin, V. B. and Dirgahayu, R. T., "Push Pull Mooring Dan psychological ownership terhadap perilaku beralih pengguna instant messaging", Indonesian Journal of Information Systems, Vol. 2, No. 1, 2019, pp. 1-12. https://doi.org/10.24002/ijis.v2i1.2013
  15. Fang, Y.-H. and Tang, K., "Involuntary migration in cyberspaces: The case of MSN messenger discontinuation", Telematics and Informatics, Vol. 34, No. 1, 2017, pp. 177-193. https://doi.org/10.1016/j.tele.2016.05.004
  16. Forward, "Analysis on the current market situation and development prospect of China's mobile game industry in 2020", https://bg.qianzhan.com/trends/detail/506/200309-d87affde.html, 2020.
  17. Fu, J.-R. "Understanding career commitment of IT professionals: Perspectives of push-pull-mooring framework and investment model", International Journal of Information Management, Vol. 31, No. 3, 2011, pp. 279-293. https://doi.org/10.1016/j.ijinfomgt.2010.08.008
  18. Granovetter, M. S., "The Strength of Weak Ties", American Journal of Sociology, Vol. 78, No. 6, 1973, pp. 1360-1380. https://doi.org/10.1086/225469
  19. Hair et al., Multivariate data analysis (7th ed.), Prentice Hall. Upper Saddle River, NJ, 2009.
  20. Heberle, R., "The causes of rural-urban migration a survey of German theories", American Journal of Sociology, Vol. 43, No. 6, 1938, pp. 932-950. https://doi.org/10.1086/217875
  21. Hou et al., "The effects of Push-Pull- Mooring on the switching model for social network sites migration", Paper presented at the PACIS, http://aisel.aisnet.org/pacis2014, 2014.
  22. Hou et al., "Using demographic migration theory to explore why people switch between online games", Paper presented at the 2009 42nd Hawaii International Conference on System Sciences, 2009, pp. 1-9.
  23. Hou et al., "'Migrating to a new virtual world': Exploring MMORPG switching through human migration theory", Computers in Human Behavior, Vol. 27, No. 5, 2011, pp. 1892-1903. https://doi.org/10.1016/j.chb.2011.04.013
  24. Hsu, J. S.-C., "Understanding the role of satisfaction in the formation of perceived switching value", Decision Support Systems, Vol. 59, 2014, pp. 152-162. https://doi.org/10.1016/j.dss.2013.11.003
  25. Hsu, S. H., Wen, M.-H., and Wu, M.-C., "Exploring user experiences as predictors of MMORPG addiction", Computers and Education, Vol. 53, No. 3, 2009, pp. 990-999. https://doi.org/10.1016/j.compedu.2009.05.016
  26. Huang et al., "Influence of temperament and character on online gamer loyalty: Perspectives from personality and flow theories", Computers in Human Behavior, Vol. 70, 2017, pp. 398-406. https://doi.org/10.1016/j.chb.2017.01.009
  27. Hull, C. L., Principles of behavior: An introduction to behavior theory, Appleton-Century Crofts, New York, 1943.
  28. Iimedia, 2019-2020 China online game industry annual report, 2020.
  29. Jung, J., Han, H., and Oh, M., "Travelers' switching behavior in the airline industry from the perspective of the pushpull-mooring framework", Tourism Management, Vol. 59, 2017, pp. 139-153. https://doi.org/10.1016/j.tourman.2016.07.018
  30. Kanter, R. M., "Commitment and social organization: a study of commitment mechanisms in utopian communities", American Sociological Review, Vol. 33, No. 4, 1968, pp. 499-517. https://doi.org/10.2307/2092438
  31. Kim, G., Shin, B., and Lee, H. G., "A study of factors that affect user intentions toward email service switching", Information and Management, Vol. 43, No. 7, 2006, pp. 884-893. https://doi.org/10.1016/j.im.2006.08.004
  32. Kim, M. K., Kim, H. Y., and Kang, Y. A., "Influence of Gift-Giving in Social Network Games on Social Capital: Relationship Types, Gift-Giving Types, and the Big Five Factors of Personality", International Journal of Human-Computer Interaction, Vol. 35, No. 1, 2018, pp. 38-52.
  33. Kim, Y. Y., Kim, M. H., and Oh, S., "Emerging factors affecting the continuance of online gaming: the roles of bridging and bonding social factors", Cluster Computing-the Journal of Networks Software Tools and Applications, Vol. 17, No. 3, 2014, pp. 849-859.
  34. Lai, J.-Y., Debbarma, S., and Ulhas, K. R., "An empirical study of consumer switching behaviour towards mobile shopping: a Push-Pull-Mooring mode", International Journal of Mobile Communications, Vol. 10, No. 4, 2012, pp. 386-404. https://doi.org/10.1504/IJMC.2012.048137
  35. Lebres et al., "Factors determining player drop-out in Massive Multiplayer Online Games", Entertainment Computing, Vol. 26, 2018, pp.153-162. https://doi.org/10.1016/j.entcom.2018.02.010
  36. Lee, E. S., "A theory of migration", Demography, Vol. 3, No. 1, 1966, pp. 47-57. https://doi.org/10.2307/2060063
  37. Listyarini, O., Haryanto, J. O., and Siahaan, B. C., "The Adoption of Push-pull and Mooring Model for Small Industry in Indonesia", Journal Ekonomi dan Bisnis, Vol. XV, No. 1, 2009, pp. 75-88.
  38. Meyer, J. P. and Allen, N. J., "A threecomponent conceptualization of organizational commitment", Human Resource Management Review, Vol. 1, No. 1, 1991, pp. 61-89. https://doi.org/10.1016/1053-4822(91)90011-Z
  39. Moon, B., "Paradigms in Migration Research Exploring 'Mooring's as a Schema", Progress in Human Geography, Vol. 19, No. 4, 1995, pp. 504-524. https://doi.org/10.1177/030913259501900404
  40. Murray, K. B. and Häubl, G., "Explaining Cognitive Lock-In: The Role of Skill- Based Habits of Use in Consumer Choice", Journal of Consumer Research, Vol. 34, No. 1, 2007, pp. 77-88. https://doi.org/10.1086/513048
  41. Network, C. I. A. E. I., "Analysis on the current situation and development prospect of global game industry in 2020", http://www.cinic.org.cn/sj/sdxz/shyl/916870.html?ivk_sa=1023197a, 2020.
  42. Newzoo, "Global players will reach 2.7 billion in 2020, and the proportion of in-game revenue will continue to increase", https://www.zhanqi.tv/information/11979.html, 2020.
  43. Odrowska, A. M. and Massar, K., "Predicting guild commitment in World of Warcraft with the investment model of commitment", Computers in Human Behavior, Vol. 34, 2014, pp. 235-240. https://doi.org/10.1016/j.chb.2014.02.005
  44. Oliver, R. L., "A Cognitive Model of the Antecedents and Consequences of Satisfaction Decisions", Journal of Marketing Research, Vol. 17, No. 4, 1980, pp. 460-469. https://doi.org/10.1177/002224378001700405
  45. Parra-Camacho, D., Alonso Dos Santos, M., and Gonzalez-Serrano, M. H., "Amateur runners' commitment: an analysis of sociodemographic and sports habit profiles", Int. J. Environ Res. Public Health, Vol. 17, No. 3, 2020, p. 925. https://doi.org/10.3390/ijerph17030925
  46. Ramirez-Correa et al., "Analyzing the acceptation of online games in mobile devices: An application of UTAUT2", Journal of Retailing and Consumer Services, Vol. 50, 2019, pp. 85-93. https://doi.org/10.1016/j.jretconser.2019.04.018
  47. Rusbult, C. E., "A Longitudinal test of the investment model: the development (and deterioration) of satisfaction and commitment in heterosexual involvements", Journal of Personality and Social Psychology, Vol. 45, No. 1, 1983, pp. 101-117. https://doi.org/10.1037/0022-3514.45.1.101
  48. Rusbult, C. E. and Martz, J. M., "Remaining in an Abusive Relationship: An Investment Model Analysis of Nonvoluntary Dependence", PSPB, Vol. 21, No. 6, 1995, pp. 558-571.
  49. Talukder et al., "Acceptance and use predictors of fitness wearable technology and intention to recommend: An empirical study", Industrial Management and Data Systems, Vol. 119, No. 1, 2019, pp. 170-188. https://doi.org/10.1108/IMDS-01-2018-0009
  50. Teng et al., "Loyalty due to others: the Relationships among challenge, interdependence, and online gamer loyalty", Journal of Computer-Mediated Communication, Vol. 17, No. 4, 2012, pp. 489-500.
  51. Teng, C.-I. and Chen, W.-W., "Team participation and online gamer loyalty", Electronic Commerce Research and Applications, Vol. 13, No. 1, 2014, pp. 24-31. https://doi.org/10.1016/j.elerap.2013.08.001
  52. Uysal, A., "Commitment to multiplayer online games: An investment model approach", Computers in Human Behavior, Vol. 61, 2016, pp. 357-363. https://doi.org/10.1016/j.chb.2016.03.028
  53. Venkatesh, V., Thong, J. Y. L., and Xu, X., "Consumer Acceptance and Use of Information Technology", MIS Quarterly, Vol. 36, No. 1, 2012, pp. 157-178. https://doi.org/10.2307/41410412
  54. Wang, S., Wang, J., and Yang, F., "From willingness to action: Do push-pull-mooring factors matter for shifting to green transportation?", Transportation Research Part D: Transport and Environment, Vol. 79, 2020, 102242. https://doi.org/10.1016/j.trd.2020.102242
  55. Wei et al., "Be loyal but not addicted: Effect of online game social migration on game loyalty and addiction", Journal of Consumer Behaviour, Vol. 16, No. 4, 2017, pp. 343-351. https://doi.org/10.1002/cb.1637
  56. Wirtz et al., "Contrasting the Drivers of Switching Intent and Switching Behavior in Contractual Service Settings", Journal of Retailing, Vol. 90, No. 4, 2014, pp. 463-480. https://doi.org/10.1016/j.jretai.2014.07.002
  57. Xu et al., "Exploring Individuals' Switching Behaviour: An Empirical Investigation in Social Network Games in China", Paper presented at the Bled e-Conference, 2013, pp. 141-153.
  58. Ye, C. and Potter, R., "The Role of Habit in Post-Adoption Switching of Personal Information Technologies: An Empirical Investigation", Communications of the Association for Information Systems, Vol. 28, 2011, pp. 585-610.