认同•愿景•效能：移动游戏用户参与意向影响因素研究

Identification•Vision•Efficacy: A Study on the Influencing Factors of Mobile Game User Intention to Participate

摘要: 随着移动设备的普及和移动通讯技术的发展，移动游戏在社会生活中的渗透率越来越高，如何进一步激发用户参与意向成为移动游戏产品竞争致胜的关键。基于用户研究视角，本研究在整合社会资本理论与社会认知理论的基础上，结合问卷调查与数据分析，探讨了移动游戏用户的参与意向的相关影响因素。研究发现，社会资本理论中的认同、共同愿景与社会认知理论中的自我效能对移动游戏用户参与意向存在正向显著的影响；移动游戏用户的信任感显著影响认同感，自我效能感显著影响参与游戏的结果期望。

Abstract: With the popularity of mobile devices and the development of mobile communication technology, the penetration rate of mobile games in social life is getting higher and higher. How to further stimulate user participation intentions has become the key to winning mobile game products. Based on the perspective of user research, based on the integration of social capital theory and so-cial cognitive theory, this study combines questionnaire surveys and data analysis to explore the relevant influencing factors of mobile game users’ participation intentions. The study found that social capital theory’s identity, shared vision, and self-efficacy in social cognition theory had a positive and significant impact on mobile game user participation intentions; mobile game users’ trust significantly affected identity and self-efficacy significantly affected the outcome expectations of participating in the game.