Abstract. In view of the economic potential and continuous innovation of mobile social network games (mSNGs), this paper uses the questionnaire survey to collect 389 valid samples from the "Honour of kings" game, which is ranked first in global mobile game revenue in 2017, to explore the antecedents of loyalty in mobile game. The results show that the information, interaction and playfulness of sSNGs have significantly positive impacts on the trust and loyalty of the players. Among them, the playfulness has the most significantly direct effect on trust and loyalty, and the trust has the partially mediating effect. The results are helpful for the product design and continuous development of mSNGs. It is also proved that the playfulness and trust are the important influencing factors of loyalty.
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