| dc.description.abstract | The gaming industry is experiencing rapid growth, attracting a considerable
number of players who engage in online games on a daily basis. In addition to attracting
players, player retention is crucial for game publishers, particularly in the mobile gaming
sector, to enhance profitability. Consequently, this research aims to investigate the factors
that influence Vietnamese players' continuance intention in the mobile MOBA genre.
The target population of this study consists of gamers who have played mobile
MOBA games. The data collection process utilizes a quantitative approach, employing
surveys with a sample size exceeding 300. Out of these, 294 questionnaires were deemed
valid and suitable for further analysis. The collected data is analyzed using SPSS and
AMOS software, incorporating well-established methods such as reliability testing,
Exploratory Factor Analysis, Confirmatory Factor Analysis, and Structural Equation
Modeling.
The findings of this research show that within the context of flow experience,
skill and challenge have different roles in shaping users’ satisfaction and continuance
intention: challenge has a remarkable influence on users’ satisfaction and continuance
intention, whereas skill has none. Human-to-machine interaction has a positive influence
on users’ satisfaction but none on continuance intention. Social interaction significantly
impacts flow experience (skill & challenge), but none on satisfaction and continuance
intention. Moreover, this study explores the relationships among these factors.
Certainly, recommendations are proposed to investigate further the current
concerns as well as potential solutions for online game publishers and companies. These
suggestions aim to enhance continuance intention and player retention, as discussed in the
final chapter. | en_US |
