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http://dx.doi.org/10.5392/JKCA.2020.20.03.235

The Effect of Game Platform Evaluation and Flow Experience on Player Loyalty in Mobile Game Application  

Oh, Se-Gu (충남대학교 경상대학 경영경제연구소)
Publication Information
The Journal of the Korea Contents Association / v.20, no.3, 2020 , pp. 235-244 More about this Journal
Abstract
In the 4th Industrial age, mobile games are a highly competitive but highly profitable industry, with hundreds of games per day. To produce a successful mobile game, it is necessary to understand the mobile environment and consumers in the mobile era, and a study that can provide implications for the importance of various factors is needed. The purpose of this study is to explore the in- and out-of-game factors that influence the success of mobile games and to examine the relationship between these factors and customer satisfaction and loyalty. As a result, the game platform's system quality and service quality had a positive effect on the evaluation, and the price policy did not have a significant effect on the evaluation. Also in the flow factor, goal and interaction (relationship) had a positive effect on the flow, and skill or challenge did not have a significant effect. The effects of flow and platform evaluation on customer loyalty were all positively affected. First. Companies must derive customer opinions and actions about the game through continuous interaction with customers. Second, if the game gives customers the proper goals and functions to enable the interaction between users, more successful games can be developed.
Keywords
$4^{th}$ Industrial Age; Mobile Game; Flow; Game Platform; Loyalty;
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