Study of Influencing Factors of Competitive Mobile Game Products Affecting Henan College Students’ Repeated Purchase Intention

Abstract

With the rapid growth of smartphone users from all across China in the past decade, the online mobile game market value has risen dramatically with the popularity of the college student population. Thus, this is why the online mobile game market has been massively interested in many game developers and publishers all over China. This study investigates factors influencing purchase intention within online mobile games in Henan. The research framework proposes that five independent variables: the sense of belongingness, perceived enjoyment, self-esteem need, self-actualization need, and perceived risk, tend to have a significant relationship with the repeated purchase intention. The three research objectives are; to explore the level of Henan students' repeated purchase intention on mobile game products, to evaluate the influencing factors relating to student repeated purchase intention, and to put forward suggestions for improving competitive mobile game products in attracting Henan student purchase intention.