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Why do people continuously play a mobile game?
Audi Nanda Nindita, Dr. M Gunawan Alif

Faculty of Economy and Business, University Indonesia
Jl. Salemba Raya No.4, RW.5, Kenari, Kec. Senen, Kota Jakarta Pusat, Jakarta 10430


The emergence of mobile application (App) has rapidly grown in conjunction with the impressive increase of smartphone penetration in recent years. Among numerous categories of mobile apps, mobile game had the most significant contribution in mobile apps revenue and predicted to continue to grow in the future. Earlier mobile game studies examine the role of enjoyment as a motive for continual mobile game use, a few researches combine it with social value attributes. From related studies, we adopt design attributes of the challenge, variety, novelty, and design aesthetics; playability attributes of ease of use and interactivity; and social value attributes of connectedness. Therefore, the purpose of this study is to measure their impact on enjoyment and its effect on continuance intention. The proposed model was empirically evaluated using an online survey of 227 mobile game players on action, role playing game and strategy genres. Structural equation modelling (SEM) is employed for data analysis. The results reveal that challenge, novelty, design aesthetics, perceived ease of use and interactivity give positive influence on the enjoyment. Furthermore, enjoyment and connectedness give significant influence on the continuous intention to mobile game. Both theoretical and practical implications are provided based on the findings.

Keywords: Mobile games, Enjoyment, Continued Use, Post-adoption Behaviour

Topic: Marketing Management


Conference: The 4th Global Conference on Business, Management and Entrepreneurship (GCBME 2019)

Plain Format | Corresponding Author (Audi Nanda Nindita)

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