Here Today, Gone Tomorrow: Why are Mobile Games Losing Loyalty?

摘要

This paper uses the variety seeking behavior of users to understand why several of the mobile games are losing customers in a short period of time. There has been very limited research, regarding the short life cycle of mobile games and the failure of number of mobile games that performed well for a short period of time such Zyanga. Users' may be looking for newer variety of mobile games because of their own characteristics or because of product characteristics. This research-in progress explores these two aspects to understand the loyalty of users' toward mobile games.