Measuring the sociocultural appeal of SNS games in Taiwan

The semantic structure of the appeal of the games was determined from interviews with knowledgeable gamers and represents a hierarchy of the relationship between the types of appeal or appeal factors, the reasons for gamers’ preferences, and the specific characteristics of SNS games.

Abstract

Purpose This study aims to explore the sociocultural appeal of SNS game content from the point of view of the human emotions aroused by the interaction between the players and the games. Design/methodology/approach The author's research methodology is based on Miryoku Engineering. The author interviewed 11 knowledgeable gamers by the evaluation grid method (EGM) and surveyed 321 players through a questionnaire in order to gather data about their preferences, which were then analysed using quantification theory type I. Findings The semantic structure of the appeal of the games was determined from interviews with knowledgeable gamers (EGM). This structure represents a hierarchy of the relationship between the types of appeal or appeal factors, the reasons for gamers’ preferences, and the specific characteristics of SNS games. According to the statistical analysis, the most important sociocultural appeal factors of SNS games are “practicable and realizable” and “innovative and unique”, and these are affected in varying degrees by particular reasons and characteristics. Practical implications The author has found that sociocultural factors influence the design of SNS games significantly. In addition, the issue of how to integrate the sociocultural factors into the design of games is critical to the success of the marketing strategies of SNS games in different areas or countries. Originality/value The author's findings provide important information for designers and researchers of SNS games. The study also contributes to the field of human‐computer interaction in cyberspace.