Paper Title
Analysis of Influencing Factors of Mobile Social Network Game User Intention

Abstract
SNG, social network game is a type of online game which is different from Traditional online games, it uses the platform of social media (like Wechat, kakao talk) to play games. The carrier of social media software is mobile phones and the portability and ubiquitous connectivity of mobile phones have also made people increasingly dependent on mobile phones(MSNG). Games based on mobile phones have also become more and more popular. In China, the use of WeChat has reached 889 million (based 2017 report). Tencent, a developer of WeChat, has also been working hard to develop mobile games that connect with the WeChat platform. The most notable example is: Arena Of Valor Game. The Arena Of Valor Game was inspired by the 5-5 online game LOL, LOL is one of the most popular games in e-sports. Because it is attached to the computer and has a high degree of operational difficulty, users are concentrated in some game lovers and senior game players. Different with LOL, the Arena Of Valor Game is attached to the mobile phone, this game is one of the few 5 to 5 competitive games in mobile games which is connected with the WeChat user community, WeChat users are potential users of the game. Everyone can share the game introduction link in WeChat, or directly invite WeChat friends to compete by sharing the link. They can also share their rankings in the game in real time. In less than two years, it becomes One of the most popular mobile games in China is the most female game player in China (more than 100 million people, accounting for 54% of the total number of games, 2017 data) Another example is a large open-world strategy shooter game developed by a Korean company called Player unknown's Battlegrounds(2017), which is one of the popular e-sports around the world. However, as a large-scale online game, this game still has a lot of difficult in operation. When Tencent Games introduced it into the Chinese market, it changed it and developed the game into a mobile-phone game, and, like King Glory, directly connected to WeChat and other social platforms, and it also became one of the most popular MSNG games in China like the Arena Of Valor Game. So Through the examples of these two games, we can see that, based on the social contagion theory and social characteristics, the games associated with the SNS are more likely to implement the SNS user, that is, the game user, thereby expanding the game user and achieving the popularity of the game. In this study, we use the Chinese market as the background to study the factors that cause the use of the Mobile Social Network Game from two aspects: personal characteristics and social characteristics. Different from previous studies, we divide social characteristics into social presence, social relationship strengths. The personal characteristics are divided into perceived enjoyment and perceived guilty, and the two factors of perceived ease of use and perceived usefulness in the TAM technology use model We perceive that these six variables will have different effects on people's attitude towards the game and its use intentions.