Why Do People Abandon Mobile Social Games? Using Candy Crush Saga as an Example
Mobile social games recently become extremely
popular, spawning a whole new entertainment culture. However,
mobile game players are fickle, quickly and easily picking up and
abandoning games. This pilot study seeks to identify factors that
influence users to discontinuing playing mobile social games. We
identified three sacrifices which can prompt users to abandon games:
monetary sacrifice, time sacrifice and privacy sacrifice. The results
showed that monetary sacrifice has a greater impact than the other two
factors in causing players to discontinue usage intention.
[1] Strategy Analytics, 2010, “J. Jefferson, mobile gaming expected to soar
as focus turns to cell phones”, available at: www.brighthand.com/default.
asp?newsID¼16916&news¼MobileþGamingþConsolesþDecline
(accessed July 11, 2014).
[2] D. Schuurman, K.D. Moor and J.V. Looy, “Fanboys, competers, escapists
and time-killers: a typology based on gamers’ motivations for playing
video games,” Third International Conference on Digital Interactive
Media in Entertainment and Arts. New York, NY. pp. 46–50, 2008.
[3] J.L. Sherry, K. Lucas and B.S. Greenberg, “Video game uses and
gratifications as predictors of use and game preference,” In Vorderer P,
Bryant J, eds. Playing computer games: motives, responses, and
consequences. NJ, Mahwah: Erlbaum, pp. 213–224, 2006.
[4] J.H. Chang and H. Zhang, “Analyzing online game players: from
materialism and motivation to attitude,” CyberPsychology and Behavior,
11 pp.711–714, 2008.
[5] J. Jansz, M. Tanis, “Appeal of playing online first person shooter games”,
CyberPsychology and Behavior, 10 pp. 133–136, 2007.
[6] N. Yee, “Motivations for play in online games”, CyberPsychology and
Behavior; 9, pp. 772–775, 2006.
[7] Nielsen, 2011, “The mobile media report: state of the media Q3 2011:
Nielsen”, available at: http://cn.nielsen.com/documents/Nielsen-Social-
Media-Report_FINAL_090911pdf (accessed February 5, 2014).
[8] App Annie Index, 2014, “App Annie Index – Market Q1 2014: Revenue
Soars in the United States and China,” http://blog.appannie.com/appannie-
index-market-q1-2014/ (accessed August 4, 2014).
[9] P.S. Wei and H.P Lu, “Why do people play mobile social games? An
examination of network externalities and of uses and gratifications”,
Internet Research, Vol. 24 Iss: 3, pp.313 – 331, 2014.
[10] J. Hou, “Uses and gratification of social games: blending social
networking and gameplay”, First Monday Peer-Reviewed Journal on the
Internet, Vol. 16 No. 7, 2011.
[11] S. Angeles, 2012, “How Much Does it Cost to Make an App? An
Infographic,” http://www.ideatoappster.com/how-much-does-it-cost-tomake-
an-app-an-infographic/ (accessed August 4, 2014).
[12] Android tablet apps, 2014, “Ways to Achieve Success in the Mobile App
Marketplace,” http://webcache.googleusercontent.com/search?
q=cache:mxUaDImHzqkJ:www.poloburberry.com/page/5+&cd=2&hl=z
h-TW&ct=clnk&gl=tw (accessed August 4, 2014).
[13] TheStreet, 2014, “King Digital Entertainment Could Be a One-Hit
Wonder,” http://www.thestreet.com/story/12627472/1/king-digitalentertainment-
could-be-a-one-hit-wonder.html (accessed August 4,
2014).
[14] GuruFocus.com, 2014, “Why Zynga Is Better Thank King Digital
Entertainment” http://www.gurufocus.com/news/265700/why-zynga-isbetter-
thank-king-digital-entertainment (accessed August 4, 2014).
[15] A. Eggert and W. Ulaga, “Customer perceived value: a substitute for
satisfaction in business markets?”, The Journal of Business and Industrial
Marketing, Vol. 17 Nos 2/3, pp. 107-118, 2002.
[16] J.W. Park, R. Robertson and C.L. Wu, “Modelling the impact of airline
service quality and marketing variables on passengers’ future behavioural
intentions”, Transportation Planning and Technology, Vol. 29 No. 5, pp.
359-381, 2006.
[17] V.A. Zeithaml, “Consumer perceptions of price, quality, and value: A
means–end model and synthesis of evidence,” Journal of Marketing, 52,
pp. 2–22, 1988.
[18] K. B. Monroe, “Pricing: Making Profitable Decisions,” (2nd ed.). New
York: McGraw-Hill, 1990.
[19] C. Lovelock, J. Wirtz, “Services Marketing: People, Technology,
Strategy, Prentice Hall,” Upper Saddle River, NJ, 2007.
[20] J. Lapierre, P. Filiatrault and J. Perrien, “Value strategy rather than
quality strategy: a case of Business-to-Business professional service,”
Journal of Business Research, 45(1), pp. 235-246, 1999.
[21] W. B. Dodds, and K. B. Monroe, “The Effect of Brand and Price
Information on Subjective Product Evaluations,” Advances in Consumer
Research, 12, pp. 85-90, 1985.
[22] P. Chetty, 2010, “The role of non-monetary costs,”
http://www.projectguru.in/publications/the-role-of-non-monetary-costs/,
(accessed August 4, 2014)
[23] C.W. Chu, and H.P. Lu, “Factors influencing online music purchase
intention in Taiwan”, Internet Research, Vol. 17 No. 2, pp. 139-55, 2007.
[24] H.W. Kim, H.C. Chan and S. Gupta, “Value-based adoption of mobile
internet: an empirical investigation”, Decision Support Systems, Vol. 43
No. 1, pp. 111-26, 2007.
[25] J. Sanchez, L. Callarisa, R. Rodriguez and M. Moliner, “Perceived value
of the purchase of a tourism product,” Tourism Management, 27 (3) pp.
394-409, 2006.
[26] T. Geron, 2012 “As Facebook keeps growing, social gaming is
changing,” http://forbes.com/sites/tomiogeron/2011/09/ 23/as-facebookkeeps-
growing-social-gaming-is-changing/ (accessed Aug. 4, 2014).
[27] D. Grewal, K.B. Monroe, and R. Krishnan, “The effects of price
comparison advertising on buyers’ perceptions of acquisition value,
transaction value and behavioral intentions”, Journal of Marketing, Vol.
62 No. 2, pp. 46-59, 1998.
[28] J. Lee and M. Lee, “Social Network Games Uncovered: Motivations and
Their Attitudinal and Behavioral Outcomes,” Cyberpsychology,
Behavior, and Social Networking 15(12), pp. 1-6, 2012.
[29] S. Chen, 2010, “The social network game boom,”
http://www.gamasutra.com/view/feature/132400/the_social_network_ga
me_boom.php (accessed Aug. 4, 2014).
[30] R. Lautman and K. Curran, “The Rise of Gaming on Social Networks,”
International Journal of Social Networking and Virtual Communities,
Vol. 1, No. 1, pp. 1~6, 2012.
[31] D.H. Shin and Y.J.Shin, “Why do people play social network games?”
Computers in Human Behavior 27, pp. 852–861, 2011.
[32] V. A. Zeithaml, L. L. Berry and A. Parasuraman, “The behavioral
consequences of service quality,” JSTOR, pp. 31-46, 1996.
[33] Z. Zhou, X.L. Jin and Y. Fang, “Moderating role of gender in the
relationships between perceived benefits and satisfaction in social virtual
world continuance,” Elsevier, 2014.
[34] J. J. Cronin Jr, M. K. Brady and G. T. M. Hult, “Assessing the effects of
quality, value, and customer satisfaction on consumer behavioral
intentions in service environments,” Elsevier. 76, pp. 193-218, 2000.
[35] R. K. Teas, and S. Agarwal, “The effects of extrinsic product cues on
consumers' perceptions of quality, sacrifice, and value,” Springer. 28: pp.
278-290, 2000.
[36] H.W. Kim, H. C. Chan and S. Gupta, “Value-based adoption of mobile
internet: an empirical investigation,” Decision Support Systems 43(1), pp.
111-126, 2007.
[37] N. K. Malhotra, S. S. Kim and J. Agarwal, Internet users' information
privacy concerns (IUIPC): the construct, the scale, and a causal model,
Informs. 15: pp. 336-355, 2004.
[38] W. Chin, B. Marcolin, and P. Newsted, “A partial least squares latent
variable modeling app roach for measuring interaction effects: results
from a monte carlo simulation study and voice mail emotion/adoption
study”, paper presented at the 15th International Conference on
Information Systems, Cleveland, OH, pp. 21-41, 1996.
[39] J.F. Hair, R.E. Anderson, R.L. Tatham, and W.C. Black, “Multivariate
Data Analysis,” Prentice Hall, London, 1998.
[40] C. Fornell, and D.F. Larcker, “Evaluating structural equation models with
unobservable variables and measurement error”, Journal of Marketing
Research, Vol. 18 No. 1, pp. 39-50, 1981.
[41] R.P. Bagozzi, and Y. Yi, “On the evaluation of structural equation
models”, Journal of Academy of Marking Science, Vol. 16 No. 1, pp.
74-94, 1988.
[42] J. Kim, Y. Chang, and M.C. Park, “Why Do People Like to Play Social
Network Games with Their Friends? A Focus on Sociability and
Playability,” PACIS 2013 Proceedings. Paper 78, 2013.
[1] Strategy Analytics, 2010, “J. Jefferson, mobile gaming expected to soar
as focus turns to cell phones”, available at: www.brighthand.com/default.
asp?newsID¼16916&news¼MobileþGamingþConsolesþDecline
(accessed July 11, 2014).
[2] D. Schuurman, K.D. Moor and J.V. Looy, “Fanboys, competers, escapists
and time-killers: a typology based on gamers’ motivations for playing
video games,” Third International Conference on Digital Interactive
Media in Entertainment and Arts. New York, NY. pp. 46–50, 2008.
[3] J.L. Sherry, K. Lucas and B.S. Greenberg, “Video game uses and
gratifications as predictors of use and game preference,” In Vorderer P,
Bryant J, eds. Playing computer games: motives, responses, and
consequences. NJ, Mahwah: Erlbaum, pp. 213–224, 2006.
[4] J.H. Chang and H. Zhang, “Analyzing online game players: from
materialism and motivation to attitude,” CyberPsychology and Behavior,
11 pp.711–714, 2008.
[5] J. Jansz, M. Tanis, “Appeal of playing online first person shooter games”,
CyberPsychology and Behavior, 10 pp. 133–136, 2007.
[6] N. Yee, “Motivations for play in online games”, CyberPsychology and
Behavior; 9, pp. 772–775, 2006.
[7] Nielsen, 2011, “The mobile media report: state of the media Q3 2011:
Nielsen”, available at: http://cn.nielsen.com/documents/Nielsen-Social-
Media-Report_FINAL_090911pdf (accessed February 5, 2014).
[8] App Annie Index, 2014, “App Annie Index – Market Q1 2014: Revenue
Soars in the United States and China,” http://blog.appannie.com/appannie-
index-market-q1-2014/ (accessed August 4, 2014).
[9] P.S. Wei and H.P Lu, “Why do people play mobile social games? An
examination of network externalities and of uses and gratifications”,
Internet Research, Vol. 24 Iss: 3, pp.313 – 331, 2014.
[10] J. Hou, “Uses and gratification of social games: blending social
networking and gameplay”, First Monday Peer-Reviewed Journal on the
Internet, Vol. 16 No. 7, 2011.
[11] S. Angeles, 2012, “How Much Does it Cost to Make an App? An
Infographic,” http://www.ideatoappster.com/how-much-does-it-cost-tomake-
an-app-an-infographic/ (accessed August 4, 2014).
[12] Android tablet apps, 2014, “Ways to Achieve Success in the Mobile App
Marketplace,” http://webcache.googleusercontent.com/search?
q=cache:mxUaDImHzqkJ:www.poloburberry.com/page/5+&cd=2&hl=z
h-TW&ct=clnk&gl=tw (accessed August 4, 2014).
[13] TheStreet, 2014, “King Digital Entertainment Could Be a One-Hit
Wonder,” http://www.thestreet.com/story/12627472/1/king-digitalentertainment-
could-be-a-one-hit-wonder.html (accessed August 4,
2014).
[14] GuruFocus.com, 2014, “Why Zynga Is Better Thank King Digital
Entertainment” http://www.gurufocus.com/news/265700/why-zynga-isbetter-
thank-king-digital-entertainment (accessed August 4, 2014).
[15] A. Eggert and W. Ulaga, “Customer perceived value: a substitute for
satisfaction in business markets?”, The Journal of Business and Industrial
Marketing, Vol. 17 Nos 2/3, pp. 107-118, 2002.
[16] J.W. Park, R. Robertson and C.L. Wu, “Modelling the impact of airline
service quality and marketing variables on passengers’ future behavioural
intentions”, Transportation Planning and Technology, Vol. 29 No. 5, pp.
359-381, 2006.
[17] V.A. Zeithaml, “Consumer perceptions of price, quality, and value: A
means–end model and synthesis of evidence,” Journal of Marketing, 52,
pp. 2–22, 1988.
[18] K. B. Monroe, “Pricing: Making Profitable Decisions,” (2nd ed.). New
York: McGraw-Hill, 1990.
[19] C. Lovelock, J. Wirtz, “Services Marketing: People, Technology,
Strategy, Prentice Hall,” Upper Saddle River, NJ, 2007.
[20] J. Lapierre, P. Filiatrault and J. Perrien, “Value strategy rather than
quality strategy: a case of Business-to-Business professional service,”
Journal of Business Research, 45(1), pp. 235-246, 1999.
[21] W. B. Dodds, and K. B. Monroe, “The Effect of Brand and Price
Information on Subjective Product Evaluations,” Advances in Consumer
Research, 12, pp. 85-90, 1985.
[22] P. Chetty, 2010, “The role of non-monetary costs,”
http://www.projectguru.in/publications/the-role-of-non-monetary-costs/,
(accessed August 4, 2014)
[23] C.W. Chu, and H.P. Lu, “Factors influencing online music purchase
intention in Taiwan”, Internet Research, Vol. 17 No. 2, pp. 139-55, 2007.
[24] H.W. Kim, H.C. Chan and S. Gupta, “Value-based adoption of mobile
internet: an empirical investigation”, Decision Support Systems, Vol. 43
No. 1, pp. 111-26, 2007.
[25] J. Sanchez, L. Callarisa, R. Rodriguez and M. Moliner, “Perceived value
of the purchase of a tourism product,” Tourism Management, 27 (3) pp.
394-409, 2006.
[26] T. Geron, 2012 “As Facebook keeps growing, social gaming is
changing,” http://forbes.com/sites/tomiogeron/2011/09/ 23/as-facebookkeeps-
growing-social-gaming-is-changing/ (accessed Aug. 4, 2014).
[27] D. Grewal, K.B. Monroe, and R. Krishnan, “The effects of price
comparison advertising on buyers’ perceptions of acquisition value,
transaction value and behavioral intentions”, Journal of Marketing, Vol.
62 No. 2, pp. 46-59, 1998.
[28] J. Lee and M. Lee, “Social Network Games Uncovered: Motivations and
Their Attitudinal and Behavioral Outcomes,” Cyberpsychology,
Behavior, and Social Networking 15(12), pp. 1-6, 2012.
[29] S. Chen, 2010, “The social network game boom,”
http://www.gamasutra.com/view/feature/132400/the_social_network_ga
me_boom.php (accessed Aug. 4, 2014).
[30] R. Lautman and K. Curran, “The Rise of Gaming on Social Networks,”
International Journal of Social Networking and Virtual Communities,
Vol. 1, No. 1, pp. 1~6, 2012.
[31] D.H. Shin and Y.J.Shin, “Why do people play social network games?”
Computers in Human Behavior 27, pp. 852–861, 2011.
[32] V. A. Zeithaml, L. L. Berry and A. Parasuraman, “The behavioral
consequences of service quality,” JSTOR, pp. 31-46, 1996.
[33] Z. Zhou, X.L. Jin and Y. Fang, “Moderating role of gender in the
relationships between perceived benefits and satisfaction in social virtual
world continuance,” Elsevier, 2014.
[34] J. J. Cronin Jr, M. K. Brady and G. T. M. Hult, “Assessing the effects of
quality, value, and customer satisfaction on consumer behavioral
intentions in service environments,” Elsevier. 76, pp. 193-218, 2000.
[35] R. K. Teas, and S. Agarwal, “The effects of extrinsic product cues on
consumers' perceptions of quality, sacrifice, and value,” Springer. 28: pp.
278-290, 2000.
[36] H.W. Kim, H. C. Chan and S. Gupta, “Value-based adoption of mobile
internet: an empirical investigation,” Decision Support Systems 43(1), pp.
111-126, 2007.
[37] N. K. Malhotra, S. S. Kim and J. Agarwal, Internet users' information
privacy concerns (IUIPC): the construct, the scale, and a causal model,
Informs. 15: pp. 336-355, 2004.
[38] W. Chin, B. Marcolin, and P. Newsted, “A partial least squares latent
variable modeling app roach for measuring interaction effects: results
from a monte carlo simulation study and voice mail emotion/adoption
study”, paper presented at the 15th International Conference on
Information Systems, Cleveland, OH, pp. 21-41, 1996.
[39] J.F. Hair, R.E. Anderson, R.L. Tatham, and W.C. Black, “Multivariate
Data Analysis,” Prentice Hall, London, 1998.
[40] C. Fornell, and D.F. Larcker, “Evaluating structural equation models with
unobservable variables and measurement error”, Journal of Marketing
Research, Vol. 18 No. 1, pp. 39-50, 1981.
[41] R.P. Bagozzi, and Y. Yi, “On the evaluation of structural equation
models”, Journal of Academy of Marking Science, Vol. 16 No. 1, pp.
74-94, 1988.
[42] J. Kim, Y. Chang, and M.C. Park, “Why Do People Like to Play Social
Network Games with Their Friends? A Focus on Sociability and
Playability,” PACIS 2013 Proceedings. Paper 78, 2013.
@article{"International Journal of Business, Human and Social Sciences:68636", author = "Pei-Shan Wei and Szu-Ying Lee and Hsi-Peng Lu and Jen-Chuen Tzou and Chien-I Weng", title = "Why Do People Abandon Mobile Social Games? Using Candy Crush Saga as an Example", abstract = "Mobile social games recently become extremely
popular, spawning a whole new entertainment culture. However,
mobile game players are fickle, quickly and easily picking up and
abandoning games. This pilot study seeks to identify factors that
influence users to discontinuing playing mobile social games. We
identified three sacrifices which can prompt users to abandon games:
monetary sacrifice, time sacrifice and privacy sacrifice. The results
showed that monetary sacrifice has a greater impact than the other two
factors in causing players to discontinue usage intention.
", keywords = "Abandon, Mobile devices, Mobile social games,
Perceived sacrifice.", volume = "9", number = "1", pages = "13-6", }
