期刊名称：International Journal of Multimedia and Ubiquitous Engineering
印刷版ISSN：1975-0080
出版年度：2016
卷号：11
期号：12
页码：411
出版社：SERSC
摘要：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.
关键词：Mobile social network games; Attributes to continues; forms of game ;opponents
