Effect of Mobile Commerce Interaction Characteristics on Game Advertising Effect and Game Re-purchase Intent

Abstract

Background/Objectives: This study is to present marketing strategies and implications for mobile game companies’ intention to buy games again.

Methods/Statistical analysis: The questionnaire was distributed to then collected from 260 people who enjoyed playing games. The collected data verified the suitability of the structural equation model and the causal relationship to each concept.

Findings: First, mobile game companies should try to use websites or famous websites to provide information about their own products and utilise trusted models and formulate advertisement copies, in order to build trust on their games and incidental products.

Second mobile game companies will have to strive to show consistency between product advertising and the community through continuous management and providing information.

Third, mobile game companies will have to restructure their homepage to focus on user-oriented design, and further care about the convenience of connecting to their homepage and the convenience of searching for information in famous sites (considering the location of banner ads) even among popular sites that game users often use.

Fourth, mobile game companies will have to pay close attention to the trust and acceptance of advertising by paying attention to their promises with users, continuous website updates, swift Q&A activities, and the consistency between advertising and products.

Finally, mobile game companies should spread information such as, gameplays, game item and character introduction, and create videos and programs that gamers would like to interact with in order to expose their websites and information on famous websites.

Improvements/Applications: Companies that develop and sell games are analysing the characteristics of people who intend to repurchase games, which shows suitable direction of marketing strategies for sustainable management in the mobile game market.