earticle

영어

This paper aims to understand the factors related to user retention in mobile games, one of hedonic IT services. This paper analyzes user retention using a huge user-level gameplay dataset with three aspects: extrinsic/intrinsic motivation and social interaction. This paper needs to consider censored gameplay duration as our dependent variable, so we carry out duration analysis. The empirical results show that the effect of extrinsic motivation is not significant; intrinsic motivation is negative on the gameplay duration;but the effect of social interaction factor is positive. Based on the results, expected contribution and the major challenge of this research are discussed.