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2021•Journal of Korea Research Association of International CommerceRequires access

A Study on the Influencing Factors of Continuance Intention to Use Mobile Games by Students of University in China: Focused on the Post Acceptance Model

Seonghwan Yoon

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Abstract

This study purports to analyze the structural relationships through post acceptance model among eight exogenous factors influencing continuance intention to use of mobile game and expectation confirmation, perceived usefulness, user satisfaction and continuance intention to use. For this study, a survey is carried out the Chinese university students who are playing mobile game, and total 275 data were collected and analyze the data through AMOS 23.0. Several results were derived through empirical analysis. The results of this study are expected to provide a few implications to Korean game companies that want to enter the Chinese mobile game market in the future on how to secure and maintain local customers in China.

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What this paper is about

This study purports to analyze the structural relationships through post acceptance model among eight exogenous factors influencing continuance intention to use of mobile game and expectation confirmation, perceived usefulness, user satisfaction and continuance intention to use. For this study, a survey is carried out the Chinese university students who are playing mobile game, and total 275 data were collected and analyze the data through AMOS 23.0. Several results were derived through empirical analysis. The results of this study are expected to provide a few implications to Korean game companies that want to enter the Chinese mobile game market in the future on how to secure and maintain local customers in China.

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Available abstract

This study purports to analyze the structural relationships through post acceptance model among eight exogenous factors influencing continuance intention to use of mobile game and expectation confirmation, perceived usefulness, user satisfaction and continuance intention to use. For this study, a survey is carried out the Chinese university students who are playing mobile game, and total 275 data were collected and analyze the data through AMOS 23.0. Several results were derived through empirical analysis. The results of this study are expected to provide a few implications to Korean game companies that want to enter the Chinese mobile game market in the future on how to secure and maintain local customers in China.

Key concepts: Continuance, China, Psychology, Technology acceptance model, Structural equation modeling, Theory of planned behavior, Questionnaire, Empirical research

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