Analysis of Factors Affecting Perceived Enjoyment and Customer Continuance Intention on Mobile Games Users

This study investigates the factors influencing perceived enjoyment and the subsequent intention of users to continue playing mobile games. Given the highly competitive nature of the mobile gaming market and the high churn rates associated with initial user experiences, the research aims to identify key drivers of player retention. The analysis focuses on the Indonesian market, specifically targeting Generation Z, a demographic noted for high technology adoption and rapid shifts in preference.

The research model incorporates several latent variables categorized into playability attributes (perceived ease of use, interactivity), game design attributes (challenge, variety, novelty, design aesthetics), and social factors (social interaction, shared identity). Using Partial Least Square-Structural Equation Modeling (PLS-SEM), the study analyzed data from 205 valid survey responses collected in the Jabodetabek region during early 2018. The methodology ensured data reliability and validity through internal consistency checks, convergent validity testing, and discriminant validity assessments.

Key findings indicate that perceived enjoyment is a primary driver of continuance intention. Specifically, perceived ease of use, challenge, novelty, design aesthetics, and social interaction were found to have a positive and significant influence on perceived enjoyment. The study concludes that developers should prioritize these elements to foster a positive initial user experience, which is critical for long-term engagement. While the research provides a foundational understanding of these drivers, it notes that future studies should focus on specific game categories to provide more technical and actionable recommendations for developers. Ultimately, the study reinforces the hedonistic paradigm in technology adoption, confirming that for modern mobile gamers, the pleasure derived from the gaming experience is the most significant predictor of sustained usage.