As the mobile gaming industry continues to explode in popularity, understanding the factors that drive women's continuance intention is crucial for game developers and marketers. In this study, we explore the main influencers of women's continuous interest in mobile games, combining elements from flow theory, technology acceptance model (TAM), and customer satisfaction theory.
Our research model comprises eight variables, with relevant hypotheses created based on TAM and the three theories mentioned above. A questionnaire survey involving 319 female mobile gamers was conducted to test these hypotheses using a structural equation model. The results show that perceived challenges, novelty, and cost of mobile games have significant positive effects on perceived enjoyment; mobility has significant positive effects on perceived ease-of-use; and perceived enjoyment and ease-of-use have significant positive effects on women's continuance intention for mobile games.
Notably, our findings indicate that security does not have a significant effect on perceived ease-of-use. This study contributes to the existing body of knowledge by providing a comprehensive analysis of influencing factors for female mobile game users, focusing on their continuous usage intention.
The rapid popularization of smartphones has led to an explosion in consumers' acceptance and adoption of mobile games. However, previous studies have largely focused on specific models, neglecting other theories and providing limited insight into the continuance intention of females. To address this gap, our study combines scenarios and satisfaction theories to investigate the influencing factors of effective and continuous usage intention among female mobile game users.
We identify three major factors affecting women's continuance intention: personal, technical, and social. Building on consumer acceptance theory, we also summarize key factors for the success of mobile games – content innovation, game time, social network experience, and convenience of operation.
Mobile games are closely tied to flow experiences, with girls reporting higher scores than boys (Bressler, 2019). Our study highlights the importance of perceived entertainment and perceived usefulness in determining women's continuance intention for mobile games. Perceived efficiency and interest also have a direct positive impact on adoption, while age plays a key role.
To address the limitations of previous research, we develop an influence factor model of female continuous usage of mobile games based on available research models and characteristics of mobile games. This study contributes to the development of AI-powered mobile apps by shedding light on the factors that drive women's continuance intention.
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Keywords: AI in Mobile Apps, Continuance Intention, Female Users, Mobile Games