The impact of electronic word-of-mouth on mobile social network games

Abstract

This study examined existing online games, social network games and mobile games based on preceding research and success stories, and conducted an analysis on mobile social network games that are inherently a combination of mobility and social characteristics. Further, it explored what impact these characteristics had on the satisfaction and flow experienced by users. The objective of this study is to provide information which can be utilized to enhance user value. Lastly, it explored how mobile social network game users developed electronic word-of-mouth. Results of the analysis suggested social interaction and ubiquity increased satisfaction and flow, but that asynchronism only had an impact on flow. Social presence did not influence satisfaction or flow. Flow resulted in having a greater impact than satisfaction on electronic word-of-mouth, but both variables were found to have a positive impact. The results of this study are expected to be used as reference data and contribute to the continuous advancement of the Korean mobile social network game industry in the future. © Research India Publications.