當今中國大陸移動遊戲產業競爭激烈，資本投入巨大，顧客維繫率低。導致遊戲研發商在遊戲開發資源配置上面臨困擾。本文根據遊戲分析理論，從遊戲產品的各個屬性滿意度對玩家長期體驗遊戲意願的影響重要程度進行量化分析和質性研究。結論是，對於全體玩家而言，提高玩家的長期體驗意願的最關鍵因素是遊戲的戰鬥設計部分是否獲得顧客很高的滿意度。 / The Chinese mobile game industry is highly competitive, features large capital investment, and low customer retention rate. Game developers are facing various problems regarding the deployment of capital investment in game developing activities. This article conducts quantitative and quantitative research on the influence of each product attribute on increasing the retention intention based on theory of games. We conclude that the element of battle design is the key factor raising customer retention intention when playing games.