Advertisement

Chinese Consumers’ Perception of Social Game: A Phenomenological Study

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

Abstract

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 (www.kaxin001.com). 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.

Keywords

Happy network Facebook Chinese consumers Social games Social network platform 

References

  1. Alexa. (2015). Kaixin001.com. Retrieved from http://www.alexa.com/siteinfo/kaixin001.com.
  2. Cao, M. (2008, September 12). Revelation of happy network: No private office and ¥9000 monthly salary for its founder. Oriental Morning Post. Retrieved from http://tech.sina.com.cn/i/2008-09-12/05522453139.html.
  3. Chang, C. C. (2012). Examining users’ intention to continue using social network games: A flow experience perspective. Telematics and Informatics, 30, 311–321.CrossRefGoogle Scholar
  4. CNNIC.cn. (2014). Statistical report on internet development in China. Retrieved from http://www1.cnnic.cn/IDR/ReportDownloads/201411/P020141102574314897888.pdf.
  5. Corbin, J. & Strauss, A. (2008). Basics of qualitative research (3rd ed.). Thousand Oaks: Sage.Google Scholar
  6. Creswell, J. W. & Miller, D. L. (2000). Determining validity in qualitative research. Theory Into Practice, 39(3), 124–130.CrossRefGoogle Scholar
  7. Deans, C.P. & Miles, B. J. (2011). A framework for understanding social media trends in China. The 11th International DSI and APDSI Joint Meeting, Taipei, Taiwan, July 12–16, Retrieved from http://iceb.nccu.edu.tw/proceedings/APDSI/2011/web/session/aframeworkforunderstandingsocialmediatrends.pdf.
  8. eMarketer.com. (2013). Substantial share of mobile, social gamers make in-Game purchases. Retrieved from http://www.emarketer.com/Article/Substantial-Share-of-Mobile-Social-Gamers-Make-In-Game-Purchases/1010271.
  9. Graves, T. R. (2006). The thematic meaning of face-to-face conflict experiences: A hermeneutic phenomenological investigation. Unpublished dissertation’s thesis, University of Tennessee, Knoxville, TN.Google Scholar
  10. Haley, E. (1996). Exploring the construct of organization as source: Consumers’ understandings of organizational sponsorship of advocacy advertising. Journal of Advertising, 25, 21–35.CrossRefGoogle Scholar
  11. Hirschman, E. C. (1986). Humanistic inquiry in marketing research: Philosophy, method, and criteria. Journal of Marketing Research, 23, 237–249.Google Scholar
  12. Hjorth, L., & Richardson, I. (2014). Gaming in social, locative, & mobile media. New York: Palgrave Macmillian.CrossRefGoogle Scholar
  13. Hou, J. (2011). Uses and gratifications of social games: Blending social networking and game play. First Monday, 16(4), Retrieved from http://firstmonday.org/ojs/index.php/fm/article/view/3517/3020.
  14. iResearch.com (2010). White collar netizen research report. Retrieved from http://irs.iresearch.com.cn/consulting/online_users/Free.asp?id=968.
  15. Kvale, S. (1983). The qualitative research interview. Journal of Phenomenological Psychology, 14, 171–196.CrossRefGoogle Scholar
  16. Lee, Y. H., & Wohn, D. Y. (2012). Are there cultural differences in how we play? Examining cultural effects on playing social network games. Computers in Human Behavior, 28, 1307–1314.CrossRefGoogle Scholar
  17. Lee, L., Lee, M., & Choi, H. (2012). Social network games uncovered: Motivations and their attitudinal and behavioral outcomes. Cyberpsychology, Behavior, and Social Networking, 15(12), 642–648.CrossRefGoogle Scholar
  18. Li, J. (December 18, 2008). Happy network founders-Binghao Cheng: High and low profiles. Entrepreneur China. Retrieved from http://money.163.com/08/1218/07/4TE90761002524SC.html.
  19. Lincoln, Y. S. & Guba, E. G. (1985). Establishing trustworthiness, Naturalistic Inquiry (pp. 289–331). Newbury Park: Sage Publications.Google Scholar
  20. Lovell, N. (2011). What is social game? Retrieved from http://www.gamesbrief.com/2011/01/what-is-a-social-game/.
  21. McCracken, G. (1988). The long interview. Newbury Park: Sage.CrossRefGoogle Scholar
  22. Miles, M. B. & Huberman, M. A. (1984). Drawing and verifying conclusions. Qualitative data analysis: A sourcebook of new methods (pp. 215–250). Newbury Park: Sage Publications.Google Scholar
  23. Moran, D. (2000). Introduction to phenomenology. New York: Rutledge.CrossRefGoogle Scholar
  24. Moustakas, C. (1994). Phenomenological research methods. Thousand Oaks: Sage.CrossRefGoogle Scholar
  25. Muniz, A. M., & Schau, H. J. (2007). Vigilante marketing and consumer-created communications. Journal of Advertising, 36, 35–50.Google Scholar
  26. O’Dell, J. (2010, August 23). 56 Million Americans are playing social games [STATS]. Mashable. Retrieved from http://mashable.com/2010/08/23/social-gaming-study/#ZIdTOCFU9SqW.
  27. Paavilainen, J., Juho, H., Stenros, J., & Kinnunen, J. (2013). Social network games: Players’ perspectives. Simulation & Gaming, 6(3), 1–27.Google Scholar
  28. Rogers, E. M. (2003). Diffusion of innovations (5th ed.). New York: Free Press.Google Scholar
  29. Shin, D. H., & Shin, Y. J. (2010). Why do people play social games? Computers in Human Behavior, 27, 852–861.CrossRefGoogle Scholar
  30. Smith, J., Flowers, P., & Larkin, M. (2009). Interpretative phenomenological analysis: Theory, method and research. Los Angeles: Sage.Google Scholar
  31. Social Times. (2010). Casual vs. flash vs. social gaming: The differences. Retrieved from http://socialtimes.com/casual-vs-flash-vs-social-gaming-the-differences_b3808.
  32. Sokolowski, R. (2000). Introduction to phenomenology. New York: Cambridge University Press.Google Scholar
  33. Sulzdorf-Liszkiewicz, A. (2010). Cultivated play: Farmville. Media commons: A digital scholarly Network. Retrieved from http://mediacommons.futureofthebook.org/content/cultivated-play-farmville.
  34. Taylor, R. E., Hoy, M. G., & Haley, E. (1996). How French advertising professionals develop creative strategy. Journal of Advertising, 25(1), 1–14.CrossRefGoogle Scholar
  35. Wohn, D. Y. (2012). The role of habit strength in social network game play. Communication Research Reports, 29(1), 74–79.CrossRefGoogle Scholar
  36. Wohn, D., Lampe, C., Wash, R. Ellison, N., & Vitak, J. (2011). The “s” in social network games: Initiating, maintaining, and enhancing relationships. Proceedings of the 44th Hawaii International Conference on System Science, pp. 1–10. Retrieved from https://www.msu.edu/~nellison/Wohn_et_al2011_HICSS.pdf.
  37. Xie, P. (2008, September 4). How long can the happy network be happy? Southern Weekly. Retrieved from http://www.infzm.com/content/16815/1.
  38. Zhou, X. (2010). Gratifications, loneliness, leisure boredom and self-esteem as predictors of SNS-game addiction and usage among Chinese college students. Master thesis, The Chinese University of Hong Kong. Retrieved from http://pg.com.cuhk.edu.hk/pgp_nm/projects/2010/Selina%20Zhou_Final.pdf.

Copyright information

© Springer Science+Business Media Dordrecht 2017

Authors and Affiliations

  1. 1.Department of AdvertisingUniversity of FloridaGainesvilleUSA

Personalised recommendations