Selection factors of mobile social network games: Focusing on the playing types

Abstract

With the exponential spread of Mobile phones, the Mobile social network game (hereafter “MSNG”) market is rapidly growing. MSNG Service provider can enjoy an enormous success of fast spreading market growth of MSNG, while they have to endure the short product life of its service. Recently, the average usage length is less than three months, and it is getting shortened. Managers have to harvest the profit while investing on the marketing to fuel the market penetration. This study tries to find the attributes to continue the MSNGs considering the different forms of game opponents (i.e., machine, individual player, and group players). Results based on the 678 respondents present the efficacy of different attributes for the different game opponent settings. Managerial implication and the future research direct have been discussed. © 2016 SERSC.