Factors affecting mobile gaming adoption - A study of Chinese users and contexts

dc.contributorAalto Universityen
dc.contributorAalto-yliopistofi
dc.contributor.authorPan, Tianyi
dc.contributor.departmentDepartment of Marketingen
dc.contributor.departmentMarkkinoinnin laitosfi
dc.contributor.schoolKauppakorkeakoulufi
dc.contributor.schoolSchool of Economicsen
dc.date.accessioned2011-11-14T11:24:15Z
dc.date.available2011-11-14T11:24:15Z
dc.date.dateaccepted2011-10-03
dc.date.issued2011
dc.description.abstractObjective of the Study The objective of the study was to discover the main factors affecting mobile gaming in the Chinese context. The theoretical base of the study was built on the Technology Acceptance Model (TAM) and its later revisions. Special attention was paid on recent TAM studies on mobile gaming in China or other East Asian areas. In addition, to bring the TAM theory closer to marketing applications, the study produced clusters from the respondent data in order to identify different consumer segments and divide the users into them. Methodology The data for the study was collected in the spring of 2011 through a quantitative online survey, which was distributed on a Finnish game company’s Chinese microblog sites and other relevant Chinese online channels. A total of 492 usable responses were obtained for further analysis. Four main analytical methods were used in the study: factor analysis, regression analysis, cluster analysis and cross-tabulation. Findings and Conclusions The study identified four key factors that affect mobile gaming adoption in China: Perceived Ease of Use, Perceived Enjoyment, Social Influence and Flow. Of these factors, perceived enjoyment had the largest effect on adoption, followed by social influence, flow and lastly, ease of use. The factors also seemed to interact with each other. For example, social influence has a strong effect on perceived enjoyment, and the link between perceived enjoyment and flow is also very strong. Marketing-wise, the cluster analysis identified five user or potential user segments. Their profiles were interpreted based on the clustering solutions and additional cross-tabulation with background variables age, gender, experience and use context.en
dc.ethesisid12656
dc.format.extent79
dc.format.mimetypeapplication/pdfen
dc.identifier.urihttps://aaltodoc.aalto.fi/handle/123456789/788
dc.identifier.urnURN:NBN:fi:aalto-201111181700
dc.language.isoenen
dc.locationP1 I
dc.programme.majorMarketingen
dc.programme.majorMarkkinointifi
dc.subject.heleconmarkkinointi
dc.subject.heleconmarketing
dc.subject.heleconmarkkinat
dc.subject.heleconmarkets
dc.subject.heleconKiina
dc.subject.heleconChina
dc.subject.heleconpelit
dc.subject.helecongames
dc.subject.heleconviihde
dc.subject.heleconentertainment
dc.subject.heleconinternet
dc.subject.heleconinternet
dc.subject.heleconmobiilitekniikka
dc.subject.heleconmobile technology
dc.subject.heleconpalvelut
dc.subject.heleconservice
dc.subject.heleconmatkapuhelimet
dc.subject.heleconcellular phones
dc.subject.keyword3G
dc.subject.keywordChina
dc.subject.keywordmobile gaming
dc.subject.keywordmobile internet
dc.subject.keywordmobile services
dc.subject.keywordsegmentation
dc.subject.keywordsmartphones
dc.subject.keywordTAM
dc.subject.keywordTechnology Acceptance Model
dc.subject.keywordtechnology adoption
dc.titleFactors affecting mobile gaming adoption - A study of Chinese users and contextsen
dc.typeG2 Pro gradu, diplomityöfi
dc.type.dcmitypetexten
dc.type.ontasotMaster's thesisen
dc.type.ontasotPro gradu tutkielmafi
local.aalto.idthes12656
local.aalto.openaccessyes
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