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Predicting online game loyalty based on need gratification and experiential motives

机译：根据需求满足和经验动机预测在线游戏的忠诚度

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Purpose - This paper aims to explore the factors affecting consumers' loyalty toward online games based on the uses and gratifications theory and the flow theory. Design/methodology/approach - The research employed two approaches to collect data: personal interview and online survey. Each data collection approach consists of two phases to overcome method bias. This study adopted structural equation modeling to analyze the data. Findings - The results focusing on popular massively multiplayer online role-playing games reveal that players' sense of control, perceived entertainment, and challenge affect their loyalty toward an online game. Conversely, sociality and interactivity produce negligible effects on loyalty. Practical implications - First, game designers may strengthen gamers' sense of control and challenge by adding more status information, gaming options, or through the designed system of goals and achievements. Second, the entertaining nature of online gaming suggests greater demand for content design, and points to the direction of mobile gaming. Third, considering the recent growth of online social network services, consumers regard online games as lower priority when prompted by socially related motives. Additionally, people mostly reckon online relationships as virtual and not gratifying real-world social needs. Originality/value - In view of the prevalence of computer and Internet usage, online gaming research should shift more focus toward the non-technological aspects of gaming. This paper is one of the few studies that examine online game loyalty from the non-technological aspects while adopting a multi-disciplinary approach based on theoretical parsimony.
机译：目的-本文旨在根据使用和满足理论以及流量理论，探讨影响消费者对网络游戏忠诚度的因素。设计/方法/方法-该研究采用两种方法收集数据：个人访谈和在线调查。每种数据收集方法都包括两个阶段，以克服方法偏差。本研究采用结构方程模型对数据进行分析。调查结果-以流行的大型多人在线角色扮演游戏为重点的结果表明，玩家的控制感，感知的娱乐和挑战会影响他们对在线游戏的忠诚度。相反，社交性和互动性对忠诚度的影响可忽略不计。实际意义-首先，游戏设计师可以通过添加更多状态信息，游戏选项或通过设计的目标和成就系统来增强游戏者的控制感和挑战感。其次，在线游戏的娱乐性暗示了对内容设计的更大需求，并指出了移动游戏的方向。第三，考虑到在线社交网络服务的最新增长，当受到社交相关动机的推动时，消费者将在线游戏视为次要的。此外，人们大多认为在线关系是虚拟的，并不满足现实世界中的社交需求。独创性/价值-鉴于计算机和Internet使用的普遍性，在线游戏研究应将更多的重点转向游戏的非技术方面。本文是在基于理论简约性的多学科方法下，从非技术方面检查网络游戏忠诚度的少数研究之一。

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