Using This Article: Kai Kang, Jinxuan Lu, Lingyun Guo, Jing

Using This Articlekai Kang Jinxuan Lu Lingyun Guo Jing Zhao 20

Using this article: Kai Kang, Jinxuan Lu, Lingyun Guo, & Jing Zhao. (2020). How to Improve Customer Engagement: A Comparison of Playing Games on Personal Computers and on Mobile Phones. Journal of Theoretical & Applied Electronic Commerce Research, 15(2), . 10.4067/S

Introduction: A concise definition of a topic under consideration (this may be a descriptive or argumentative thesis, or proposal), as well as the scope of the related literature being investigated. (Example: If the topic under consideration is women's wartime diaries', the scope of the review may be limited to published or unpublished works, works in English, works from a particular location, time period, or conflict, etc.) The introduction should also note intentional exclusions. (Another purpose of the introduction is to state the general findings of the review (what do most of the sources conclude), and comment on the availability of sources in the subject area.

Paper For Above instruction

The rapid proliferation of digital gaming as a form of entertainment has significantly influenced how consumers engage with technology and leisure activities. The topic under consideration pertains to customer engagement in digital gaming, especially contrasting experiences on personal computers (PCs) versus mobile phones. This exploration aims to uncover factors influencing user participation and satisfaction across these platforms, drawing upon recent scholarly investigations, notably the work of Kai Kang et al. (2020), which compares gaming on PCs and mobile devices. The scope of this literature review is primarily confined to peer-reviewed articles published in the last decade, emphasizing studies from technology-rich regions such as East Asia and North America, where digital gaming is particularly prevalent. It intentionally excludes older literature predating 2010, non-English sources, and non-peer-reviewed online articles, to ensure a focus on recent, credible research findings.

The majority of current sources agree that platform type significantly influences customer engagement, with PC gaming traditionally offering more immersive experiences and thus higher engagement levels, as highlighted by Kang et al. (2020). Conversely, mobile gaming's portability and accessibility broaden its reach, leading to different types of engagement, often characterized by short, frequent play sessions. The literature indicates that while PCs foster deeper engagement through richer graphics and complex game mechanics, mobile devices excel in convenience, encouraging casual interaction. Despite variations, most sources concur that understanding the interaction between platform features and user motivation is essential for developing effective engagement strategies. The availability of research in this field is robust, with numerous recent studies examining technological, psychological, and behavioral factors influencing gaming engagement, indicating a comprehensive understanding of the subject that continues to evolve with technological advancements.

References

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