Chinese Consumers’ Perception of Social Game: A Phenomenological Study

  • Huan ChenEmail author
Part of the Mobile Communication in Asia: Local Insights, Global Implications book series (MCALIGI)


The current chapter examines the consumer meanings of social game among a non-student social group, that is, urban white-collar workers, in the unique cultural context of China. Specifically, the chapter reveals how urban white-collar professional users of Chinese social network sites experience, perceive, understand, and interpret different social games on the SNS by investigating a Chinese SNS: Happy Network ( Some experts have claimed that the Happy Network is the best copy of Facebook, though it differs in two ways: First, Happy Network focuses on a different user group. The foundational users of Facebook are college students; the first users of Happy Network were urban, white-collar professionals. Second, Happy Network focuses on online games. During its early developmental stage, the most popular games were “Trading Friends” and “Parking War”. Similar to Facebook though, the site allows users to change their personal status, store and share photos and music, write and share blogs, exchange short messages, send gifts, test themselves, launch polls or reports, and so forth. These functions are activated through various modules embedded in the site, which are updated and added regularly.


Happy network Facebook Chinese consumers Social games Social network platform 


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Copyright information

© Springer Science+Business Media Dordrecht 2017

Authors and Affiliations

  1. 1.Department of AdvertisingUniversity of FloridaGainesvilleUSA

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