EXPLORING THE INFLUENCE OF CHINESE MOBILE VIDEO GAMES LINGUISTIC, CULTURAL AND TECHNICAL LOCALIZATION TOWARD INDONESIAN HIGH SCHOOL STUDENTS’ USER EXPERIENCE AND BEHAVIORAL INTENTION

Banu, Paulus Arjuno (2023) EXPLORING THE INFLUENCE OF CHINESE MOBILE VIDEO GAMES LINGUISTIC, CULTURAL AND TECHNICAL LOCALIZATION TOWARD INDONESIAN HIGH SCHOOL STUDENTS’ USER EXPERIENCE AND BEHAVIORAL INTENTION. S1 thesis, Universitas Atma Jaya Yogyakarta.

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Abstract

This study investigates the influence of localization efforts by Chinese mobile video games developers on the user experience and behavioral intention of Indonesian high school students. Amidst the global boom in mobile gaming, Chinese developers are expanding their reach to the Southeast Asian markets, with a significant focus on Indonesia. Localization, encompassing the adaptation of game elements to meet the cultural, linguistic, and technical needs of the target audience, is a key factor driving the acceptance of these games. The research explores the perceptions and preferences of Indonesian high school students towards these localized games, with particular attention given to the impact of linguistic, cultural, and technical localization on user experience and behavioral intention of student. The study utilized the Technology Acceptance Model (TAM) and descriptive statistics in its analysis. TAM Findings indicated a mixed relationships between perceived ease of use, perceived usefulness, user attitude, and behavioral intention in the context of mobile video games localization. However, descriptive analysis showed a generally positive perception of localization efforts among the respondents. This research offers valuable insights for game developers and marketers to create culturally appropriate games and effective marketing strategies for Chinese mobile games in Indonesia. It recommends continuous feedback collection, extensive research, and enhanced localization efforts as vital strategies for improving user experience and achieving long-term success in the Indonesian gaming market. The findings also contribute to the limited research on high school students' attitudes towards localized mobile video games, thereby offering a unique contribution to the field of gaming studies.

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