Factors Impacting on Satisfaction and Purchase Intention of Mobile Games Among Non-Art Major Students in Public Universities in Chongqing, China
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Purpose This study aims to investigate the factors influencing the purchase intention of mobile games among non-art major students in public universities in Chongqing, China. The conceptual framework contains perceived enjoyment, social influence, perceived value, perceived compatibility, perceived usefulness, satisfaction, and purchase intention. Research design, data, and methodology: A quantitative approach was employed to gather sample data from the target population, utilizing a questionnaire as the primary tool. Before questionnaire distribution, we ensured content validity and reliability through Item-Objective Congruence and conducted a pilot test. Confirmatory Factor Analysis and Structural Equation Modeling were utilized to analyze the data, validate the model's goodness of fit, and confirm causal relationships among variables for hypothesis testing. Results: All six hypotheses proposed in this study align with the research objectives. The study revealed that the conceptual model effectively predicts and explains college students' purchase intention regarding mobile games. Satisfaction and felt value emerged as two crucial predictors and prerequisites for the purchase intention of mobile games. Conclusions: The study underscores that player satisfaction with the game contributes to increased willingness to pay among all players. This aligns with previous research, emphasizing that satisfaction diminishes users' inclination to consider alternatives and attracts users toward payment.
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