當今中國大陸移動遊戲產業競爭激烈，資本投入巨大，顧客維繫率低。導致遊戲研發商在遊戲開發資源配置上面臨困擾。本文根據遊戲分析理論，從遊戲產品的各個屬性滿意度對玩家長期體驗遊戲意願的影響重要程度進行量化分析和質性研究。結論是，對於全體玩家而言，提高玩家的長期體驗意願的最關鍵因素是遊戲的戰鬥設計部分是否獲得顧客很高的滿意度。

The Chinese mobile game industry is highly competitive, features large capital investment, and low customer retention rate. Game developers are facing various problems regarding the deployment of capital investment in game developing activities. This article conducts quantitative and quantitative research on the influence of each product attribute on increasing the retention intention based on theory of games. We conclude that the element of battle design is the key factor raising customer retention intention when playing games.

【英文文獻部分】
1. Aaron Marcus. (2011), "Design, User Experience, and Usability. Theory, Methods, Tools and Practice", First International Conference, Part II, pp.625-634.
2. Caillois, R. (2001), Man, Play and Games, USA, University of Illinois Press, pp. 22.
3. Clark C. (1987), Serious Games. USA, University Press of America, pp. 6.
4. Crawford, Chris. (2003), Chris Crawford on Game Design，USA, New Riders.
5. Csikszentmihalyi, M. (1988), Optimal Experience: Psychological Studies of Flow in Consciousness, United Kingdom, Cambridge University Press, pp.288-306.
6. Csikszentmihalyi, M. (1990), Flow: The Psychology of Optimal Experience, USA, New York: Harper and Row.
7. Csikszentmihalyi, M. (1997), Finding Flow: The Psychology of Engagement with Everyday Life (Masterminds Series), USA, Basic Books.
8. Darryl Charles. (2005), "Player-Centred Game Design: Player Modelling and Adaptive Digital Games". Digital Games Research Association 2nd Conference, Canada, pp.3.
9. Davis, D., Bagozzi, Richard P. and Warshaw, Paul R. (1989), "User acceptance of computer technology: a comparison of two theoretical models", USA, Management Science, 35(8), pp. 982-1003.
10. Ellis, G., Voelkl, J., Morrie, C. (1994), "Measurement and analysis issues with explanation of variance in daily experience using the flow model", USA, Journal of Leisure Research, 26(4), pp.337-356.
11. Emerson, R.(2000), Selected Writings of Ralph Waldo Emerson, USA, Random House Publishing Group, pp.192.
12. Fabricatore, C. Nussbaum and Rosas. (2002), "Playability in action videogames: A qualitative design model", Human-Computer Interaction Journal, 17 (4). pp. 311-368.
13. Fishbein, M. Ajzen, I. (1975), Belief, attitude, intention and behavior: an introduction to theory and research, USA, Addison Wesley.
14. Frøkjær, E. Hornbæk, K (2000), "Measuring usability: are effectiveness, efficiency, and satisfaction really correlated? ". CHI 2000 Conference on Human Factors in Computing Systems, the Netherlands, pp.345-352.
15. Hannu.K, Elina K. (2006), "Playability Heuristics for Mobile Games", Finland, Nokia Research Center.
16. Huizinga Johan.(1949), Homo Ludens: A Study of the Play-Element in Culture, United Kingdom, Routledge & Kegan Paul, pp. 19.
17. International Data Corporation Research.(2015), "Smartphone OS Market Share", retrieved from http://www.idc.com/prodserv/smartphone-os-market-share.jsp, 2016/06/20
18. International Organization for Standardization.(1998), Ergonomic requirements for office work with visual display terminals (VDTs) Part 11: Guidance on usability. ISO 9241-11
19. Kuecklich. J.(2004), "Play and Playability as Key Concepts for New Media Studies", STeM Centre, Dublin City University.
20. Lee, J.(2015), "The factors affecting perceived playability of hardcore and casual players in online role-playing games", Journal of Information Management, Vol. 22, No. 4, pp. 353-402.
21. Morrison, B.(2009), "Game Design Canvas", retrieved from http://www.gamasutra.com/blogs/BriceMorrison/20110118/88795/Introduction_to_the_Game_Design_Canvas.php, 2016/06/20
22. Parasuraman, A.(1997), "Reflections on gaining Competitive Advantage Through Customer Value", Journal of the Academy of Marketing Science, Vol.25, No.2, pp. 154-161.
23. Parlett, D. (1999), Oxford History of Board Games, United Kingdom, Oxford University Press, pp. 3.
24. Salen, K. and Zimmerman, E..(2003), Rules of Play: Game Design Fundamentals, USA, The MIT Press.
25. Shneiderman Ben. Michael O. (2003), Research-Based Web Design & Usability Guidelines, USA, Superintendent of Documents, U.S. Government Printing Office.
26. Wang, Furry.(2015). "2015 H1 China Mobile Game Industry Report". Talkingdata Industrial Insight. Retrieved from http://blog.talkingdata.com/index.php/2015/08/01/2015-h1-china-mobile-game-industry-report/, 2016/06/20
27. Zeithamal, V., Bitner, M.(2000), Services marketing: integrating customer focus across the firm, USA, McGraw-Hill.
 
【中文文獻部分】
1. 中國互聯網路資訊中心（2016），「2014-2015年中國手機遊戲用戶調研報告」，取自https://www.cnnic.net.cn/hlwfzyj/hlwxzbg/, 2016/06/20
2. 中國日報中文網（2015），「網路劇快速崛起倒逼傳統電視產業轉型」，取自http://caijing.chinadaily.com.cn/2015-11/13/content_22444891.htm, 2016/06/20
3. 中國音像與數字出版協會遊戲出版物工作委員會（2015），「2015年中國遊戲產業報告摘要版」，取自http://www.cgigc.com.cn/gamedata/index.html, 2016/06/20
4. 中國音像與數字出版協會遊戲出版物工作委員會（2016），「2015年10-12月移動遊戲產業報告」，取自http://www.cgigc.com.cn/gamedata/index.html, 2016/06/20
5. 中國音像與數字出版協會遊戲出版物工作委員會（2016），「中國移動電子競技遊戲2015發展趨勢報告」，取自http://www.cgigc.com.cn/gamedata/index.html, 2016/06/20
6. 中國音數協遊戲工委、伽馬資料、國際資料公司（IDC）（2015），「2015年7～9月移動遊戲產業報告」，取自http://www.cgigc.com.cn/gamedata/index.html, 2016/06/20
7. 艾瑞網（2015），「手遊寒冬現狀：動輒千萬成本，CP不堪重負」，取自http://news.iresearch.cn/content/2015/11/256371.shtml, 2016/06/20
8. 吳統雄(1985), 「態度與行為研究的信度與效度：理論、應用、反省」,民意學術專刊，p.29-53。
9. 邱皓政（2011），量化研究與統計分析(五版)，臺灣：五南圖書出版有限公司。
10. 張悅（2014）.「掌中風雲--手機遊戲產業鏈的形成」，文化產業導刊，2014年第5期，頁4-10。
11. 陳正昌、程炳林、陳新豐、劉子鍵 (2003)，多變量分析方法：統計軟體應用，臺北市：五南圖書出版有限公司。
12. 業思義（2010），數位遊戲設計達人講座，台灣：碁峰。
13. 經濟部標準檢驗局（2014）,「小安心的生活小常識-App到底是什麼？」,取自http://www.bsmi.gov.tw/bsmiGIP/wSite/public/Data/f1395377511072.pdf, 2016/06/20
14. 維基百科（2016）， “Android (operating system)”，取自https://en.wikipedia.org/wiki/Android_(operating_system), 2016/06/20
15. 維基百科（2016），“App Store (iOS) ”，取自https://en.wikipedia.org/wiki/App_Store_(iOS), 2016/06/20
16. 謝邦昌, 鄭宇庭(2015)，資料採礦之技術及應用（Excel實例演練），臺北市：新陸書局。
17. 蘇晨輝、王瑞雪（2014），「手機遊戲產業鏈及商業模式」，通信企業管理2014年第8期。
18. 騰訊網遊戲產業新聞（2015），「關於遊戲IP 你應該瞭解的10個基礎知識」，取自http://games.qq.com/a/20150709/017811.htm, 2016/06/20