The Relationships among Social Influence, Emotional Attachment and User''s Intention－Mobile Game as the Example

• Main Authors: Chun Liang, 梁峻
• Other Authors: Chu-Ching Wang
• Format: Others
• Language: zh-TW
• Published: 2018
• Online Access: http://ndltd.ncl.edu.tw/handle/k62c6v

碩士 === 淡江大學 === 企業管理學系碩士班 === 106 === The popularity of mobile devices has increased the way people communicate with each other and has led to mobile games becoming popular products. In order to more effectively promote and the mobile game products and increase revenue, except the use of influence of social media, many companies try to use the marketing method of emotional attachment. This study takes a mobile game as an example, user''s intention as a dependent variable, social influence as an independent variable, and emotional attachment as a mediating variable, to explore the relationships among them. This study adopts the online questionnaire survey, and then conducts following statistical analysis for 60 valid questionnaire：descriptive statistical analysis, reliability analysis, and regression analysis. Finally, based on the results of the study, recommendations are made as a reference for enterprises to adopt emotional attachment strategies. In concrete, there are following important findings in this study: 1. social influence has no significant effect on the user''s intention. 2. social influence has no significant effect on emotional attachment. 3. emotional attachment has no significant effect on the user''s intention. 4. emotional attachment does not have a significant mediating effect between social influence and user''s intention.