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How do social networks foster online gamer loyalty? Perspective of weak/strong tie theory

机译：社交网络如何培养在线游戏玩家忠诚度？弱/强化理论的透视

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摘要

Social networks are known to influence users of online information systems, including online games. However, the mechanism underlying the impact of social networks on online gamer loyalty has remained insufficiently understood. Grounded in weak/strong tie theory, we construct a research model to explore the mechanism. We collect responses from 1,874 online gamers and use structural equation modelling for data analysis and hypothesis testing. We find that network convergence and interdependence are positively related to gamer-game relationship characteristics, i.e., length, depth, and breadth. Such relationship characteristics further contribute to online gamer loyalty. We also find that relationship depth (compared with relationship breadth) has a stronger impact on online gamer loyalty. This is the first theory-driven study using gamer-game relationship characteristics to explain how network convergence and interdependence can lead to online gamer loyalty. Our findings provide novel insights for game managers on how to effectively retain their gamers.
机译：已知社交网络影响在线信息系统的用户，包括在线游戏。然而，社会网络对在线游戏玩家忠诚度的影响的机制仍然不够理解。基于弱/强的领带理论，我们建立了一个研究模型来探索机制。我们收集1,874在线游戏玩家的回复，并使用结构方程模型进行数据分析和假设检测。我们发现网络融合和相互依存与游戏游戏关系特征正相关，即长度，深度和广度。这种关系特征进一步有助于在线游戏玩家忠诚度。我们还发现，关系深度（与关系广度相比）对在线游戏忠诚度的影响力更强。这是第一个使用游戏游戏关系特性的理论驱动的研究，以解释网络融合和相互依存如何导致在线游戏玩家忠诚度。我们的调查结果为游戏管理人员提供了如何有效保留他们的游戏玩家的新颖洞察力。

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  • 来源
    《Telematics and Informatics》 |2020年第10期|101437.1-101437.14|共14页
  • 作者

    Liao Gen-Yih; Huynh Van Nguyen; Cheng T. C. E.; Teng Ching-I.;

  • 作者单位

    Chang Gung Univ Dept Informat Management Taoyuan Taiwan|Chang Gung Mem Hosp Taoyuan Branch Dept Nursing Taoyuan Taiwan;

    Ho Chi Minh City Univ Econ & Finance Dept Sci & Technol Ho Chi Minh City Vietnam;

    Hong Kong Polytech Univ Business Adm Hong Kong Peoples R China|Hong Kong Polytech Univ Management Hong Kong Peoples R China|Hong Kong Polytech Univ Fac Business Dept Logist & Maritime Studies Hong Kong Peoples R China;

    Chang Gung Univ Grad Inst Business & Management Taoyuan Taiwan|Chang Gung Mem Hosp Linkou Branch Dept Rehabil Taoyuan Taiwan|Ming Chi Univ Technol Dept Business & Management Taipei Taiwan;

  • 收录信息 美国《工程索引》(EI);
  • 原文格式 PDF
  • 正文语种 eng
  • 中图分类
  • 关键词

    Online game; Loyalty; Social network; Relationship characteristics; Structural equation modelling; Weak/strong tie theory;

    机译：在线游戏;忠诚;社交网络;关系特征;结构方程模型;弱/强化理论;

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