根据新发布的《2017年3C游戏设备网购消费趋势报告》，女性用户数量呈现显著上升趋势，且增幅已经远超男性，这些无疑不都显示着女性游戏市场可喜的发展趋势。然而由于国内网络游戏市场对女性玩家的长期忽视，尽管出现了如《恋与制作人》这样大热的现象级手游，但是仍旧没有摆脱因为游戏体验差和大量氪金留不住玩家这一缺点，最后仍旧会面临玩家流失，游戏生命周期变得非常短，女性向手机游戏市场也还远未成熟。 在这样的背景下，了解女性玩家游戏消费体验与顾客忠诚之间的关联对女性向手机游戏行业的健康发展就发挥着必不可少的作用，因此本文以女性手机游戏作为研究对象，尝试给出比较合理、适用的手机游戏的顾客忠诚影响因素模型，并尝试为女性手机游戏的突破游戏发展瓶颈探索女性手机游戏发展的特殊模式提供可靠的依据和建议。 本文的研究内容主要围绕游戏消费体验和顾客忠诚的关系分为四个部分：第一部分主要论述本篇研究产生的背景和研究意义，第二部分对过往的相关相关理论研究的结果进行探索性的总结归纳。第三部分是实证研究部分，参考第二部分文献整理的内容，形成本文研究的理论模型与假设;针对理论模型选择合适的量表设计问卷，发放问卷回收得到样本数据，在对数据进行初步筛选之后;运用SPSS软件，对样本进行分析，通过相关性分析和回归分析各变量之间关系，从而识别出影响女性手机游戏顾客忠诚的关键因素。第三部分总结了营销建议、本文的研究局限以及对于未来研究的展望。 研究结果表明游戏消费体验的各个维度，游戏体验、关联体验和服务体验通过影响女性玩家对游戏的感知价值，进一步影响着玩家的顾客忠诚。

according to the newly published "2017 3C game equipment online shopping consumption trend report", the number of female users has shown a significant upward trend, and the increase is far more than men. It shows the promising trend of the women's game market. And because of the long-term neglect of the female players in the domestic online game market, despite the appearance of a hot hand tour such as "love and the producer", it is still not free from the weakness of poor game experience and too much cost, which leads to the loss of player and the life cycle of the game becoming very short. Short, women market are still far from mature in the mobile gaming market. In this background, it is important to find a good way to promote the healthy development of women's mobile gaming industry. This paper takes women mobile games as the research object, and tries to give more reasonable models and measures. The research contents of this paper include the following three parts. The first part mainly introduces the background and significance of this study and summarizes and analyzes the relevant theoretical research. The second part, through empirical research, explores the influencing factors of customer loyalty in mobile phone games. Based on the first part of the literature collation and research, it puts forward the model and hypothesis of the research on the customer loyalty of women mobile games, and designs the questionnaire and collects and collates the relevant data through the investigation and research, and uses SPSS software to analyze the sample. The relationship between variables was analyzed by regression analysis and regression analysis to identify the key factors that affect the loyalty of female mobile phone games. The third part summarizes marketing proposals, limitations of this study and prospects for future research. The results show that the various dimensions of game consumption experience, game experience, related experience and service experience influence the perceived value of the game by women players, and further influence customer loyalty.