Research on User Stickiness of Mobile Games

User stickiness with the development of information technology and social change, digital games have become important cultural and entertainment consumer products, especially the rapid growth of mobile game users. Due to the competitive incentive of the mobile game industry, user retention has become the key issue of competition. According to the characteristics of game and user behavior, combined with rational behavior theory, technology acceptance model, flow theory, game stickiness, and other theories and related research foundation, the correlation model between game stickiness and user-perceived quality, switching cost, perceived ease of use and other factors is established. The structural equation model is used to analyze and verify the relationship between social factors, payment mechanism, user interface, and plot Game stickiness has a positive effect. Finally, combined with the questionnaire survey and the actual game data, the paper puts forward the systematic strategy to improve user stickiness.