Yan’An Mobile Game Player's Consumption Concept of Donghua University Campus

This article proposes the design and the results of a project studying the adoption of mobile gaming (playing mobile games) in the Chinese youth market. An adoption model extending TAM (Technology Adoption Model) was used, with intention to use as the dependent variable. Data were gathered from a sample group consisting of university students both Chinese and Foreigners. It was found that adopters of mobile gaming were likely to be male as well as female, and also that the group surveyed exhibited a behavior towards relatively high spending on mobile entertainment (in proportion to income). The key factors affecting mobile gaming adoption in portion China were Perceived Ease of Use, Perceived Enjoyment, Social Influence and Flow. Perceived expressiveness, economic cost was found to be the most significant influential factor affecting intention to use, while perceived enjoyment was found to be motivated by perceived ease of use. Recommendations regarding developing and offering mobile games are also included