A Study on the Factors Affecting the Electronic Word of Mouth in Mobile Social Network Games

Abstract

Along with the fast development of wireless networks & smartphone-based mobile games, an increasing number of people are enjoying games on their mobile devices. This study analyzed unique characteristics of mobile social network games and their relationship to online word-of-mouth activities based on previous studies on various types of games. The study revealed that social interaction and ubiquity increased user satisfaction, and that social interaction, ubiquity, asynchronism, and satisfaction all influenced the immersion factor positively. Users were satisfied with being able to exchange opinions and interests with others, but the fact that games can be enjoyed anytime without having to be simultaneously online helped only with immersion and dissatisfaction. Lastly, game users were indeed engaging in online word-of-mouth activities. The research objective is to contribute the findings above to ongoing development of future mobile social network games to help both developers and end-users.