Empirical Study on Factors Influencing Customer Loyalty in Mobile Games

모바일게임의 고객 충성도 영향요인에 관한 실증 연구

  • 이석인 (목포대학교 경제통상학부)
  • Published : 2006.10.28

Abstract

In recent years, the market for mobile games has become the most important part in the mobile content industry. The purpose of this study are to identify a causality between flow and customer loyalty in mobile games and to identify the factors by which flow is influenced. Mobile game players were surveyed and the data were statistically analyzed empirically. Empirical results indicate that four independent variables such as game design, challenge, skill and feedback have impacts on the flow. And customer loyalty is significantly influenced by the flow. Based upon the statistical results, some useful guidelines for mobile game development and market penetration strategies are also provided.

Keywords

Mobile Content;Mobile Game;Customer Loyalty;Flow