联想手机用户游戏使用意愿影响因素分析

发布时间：2018-01-05 00:14

本文关键词：联想手机用户游戏使用意愿影响因素分析　出处：《天津财经大学》2015年硕士论文　论文类型：学位论文

【摘要】：文章首先分析了手机游戏发展的大环境和国内手机游戏市场的概况,对手机游戏的分类进行了讨论。通过对目前消费者使用信息技术服务的影响因素分析理论的搜集和整理,文章对理性行为理论、计划行为理论、创新扩散理论、技术接受理论和畅爽理论进行了概述。文章的研究是以在联想集团ECS部门实习期间的工作内容为实际背景,工作主要针对联想智能手机上推出的游戏世界应用日常运营数据分析。为此,文章选择对影响手机用户游戏使用意愿的因素进行分析,内容中加入了联想公司和游戏世界应用的介绍,以及移动增值业务的介绍,并将游戏世界应用与其他应用商店进行了比较。文章在TAM理论模型基础上,设计了具体的研究模型框架,并设置了用户对游戏使用意愿的具体影响因素,包含游戏内容的设计、游戏路径的依赖、游戏的相对优势、社会主观规范、营销作用、感知易用、感知有用以及使用意愿。文章根据所提问题和研究变量,制作出具体的调查问卷,通过联想公司后台和调查派网站对问卷进行发放和数据的搜集,并对调查过程进行了控制,问卷共收回1292份有效问卷。文章的实证分析采用了描述性统计分析、信度分析、效度分析和相关系数检验等统计方法,对联想手机游戏世界用户的游戏使用意愿进行定性和定量的分析。文章根据分析的结果得出了针对游戏世界应用的具体建议,即游戏筛选、简化流程、加设平台活动、个性化营销和寻求平台合作。
[Abstract]:The article first analyzes the development of mobile phone game environment and the domestic mobile phone game market overview. This paper discusses the classification of mobile phone games. Through the collection and collation of the analysis theory of influencing factors of consumers' use of information technology services, this paper discusses the rational behavior theory, planning behavior theory and innovation diffusion theory. The theory of technical acceptance and the theory of smooth flow are summarized. The research of this paper is based on the content of the practice in the ECS department of Lenovo Group. The work is mainly aimed at the daily operation data analysis of the game world application launched by Lenovo smartphone. Therefore, the article chooses to analyze the factors that affect the mobile phone users' willingness to use games. The introduction of Lenovo and game world applications, as well as the introduction of mobile value-added services are added to the content, and the game world applications are compared with other application stores. This paper is based on the TAM theory model. The specific research model framework is designed, and the specific factors that affect the user's willingness to use the game are set up, including the design of game content, the dependence of game path, the comparative advantage of the game, and the subjective norms of the society. Marketing role, perceived ease of use, perceived usefulness and willingness to use. According to the questions and research variables, the article makes specific questionnaires. Through Lenovo company backstage and the survey dispatch website carries on the questionnaire to distribute and the data collection, and has carried on the control to the investigation process. A total of 1292 valid questionnaires were collected. Descriptive statistical analysis, reliability analysis, validity analysis and correlation coefficient test were used in the empirical analysis. According to the results of the analysis, the paper draws specific recommendations for the game world application, that is, game screening, simplify the process. Add platform activities, personalized marketing and seek platform cooperation.
【学位授予单位】：天津财经大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F713.55

【相似文献】