Analysis of the critical success factors of mobile animation games based on a consistent fuzzy preference relationship

Abstract

Purpose

The purpose of this research is to explore the critical success factors of mobile animation games, by exploring the game itself, information systems, game motivation and promotional activities, as well as conducting research and analysis on mobile animation game players.

Design/methodology/approach

This research used the Analysis Hierarchy Process (AHP) method and the consistent fuzzy preference relationship for data analysis. In this study, collect 1,286 valid questionnaires through online questionnaire surveys. And comparing the two games “Legend Showdown” and “Tower of Gods and Demons”, players believe that the more successful mobile animation game is “Legend Showdown”.

Findings

Through experimental design, and the consistent fuzzy preference relationship for data analysis. The results found that the critical factors considered by the player in relation to the mobile animation game were firstly the information system, followed by promotional activities, game motivation and finally the game itself.

Research limitations/implications

Because this research does not involve the concept of fuzzy theory at all, it is easy to produce subjective, uncertain and ambiguity issues when comparing pairwise. We recommended that follow-up researchers can use fuzzy semantic preference relations to solve this problem.

Originality/value

This study proposed a new approach that takes the critical factors for the mobile animation game. According to the research results, the critical success factor of mobile animation games is the information system, as it could provide a reference direction for game manufacturers when designing or formulating marketing strategies in the future.

Citation

Zhang, R. and Chang, Y.-T. (2023), "Analysis of the critical success factors of mobile animation games based on a consistent fuzzy preference relationship", Library Hi Tech, Vol. 41 No. 5, pp. 1275-1297. https://doi.org/10.1108/LHT-11-2021-0399