Predicting online game loyalty based on need gratification and experiential motives

Lan-Ying Huang, Ying Jiun Hsieh

Research output: Contribution to journalArticle

65 Citations (Scopus)

Abstract

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.

Original languageEnglish
Pages (from-to)581-598
Number of pages18
JournalInternet Research
Volume21
Issue number5
DOIs
Publication statusPublished - 2011 Jan 1

Fingerprint

loyalty
Data privacy
Internet
personal data
sociality
interactive media
online survey
entertainment
social network
Loyalty
Gaming
Online games
demand
methodology
trend
interview
Values

All Science Journal Classification (ASJC) codes

  • Communication
  • Sociology and Political Science
  • Economics and Econometrics

Cite this

@article{a15783c5d20f439cbf6741dfb9412aab,
title = "Predicting online game loyalty based on need gratification and experiential motives",
abstract = "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.",
author = "Lan-Ying Huang and Hsieh, {Ying Jiun}",
year = "2011",
month = "1",
day = "1",
doi = "10.1108/10662241111176380",
language = "English",
volume = "21",
pages = "581--598",
journal = "Internet Research",
issn = "1066-2243",
publisher = "Emerald Group Publishing Ltd.",
number = "5",

}

Predicting online game loyalty based on need gratification and experiential motives. / Huang, Lan-Ying; Hsieh, Ying Jiun.

In: Internet Research, Vol. 21, No. 5, 01.01.2011, p. 581-598.

Research output: Contribution to journalArticle

TY - JOUR

T1 - Predicting online game loyalty based on need gratification and experiential motives

AU - Huang, Lan-Ying

AU - Hsieh, Ying Jiun

PY - 2011/1/1

Y1 - 2011/1/1

N2 - 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.

AB - 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.

UR - http://www.scopus.com/inward/record.url?scp=80054839766&partnerID=8YFLogxK

UR - http://www.scopus.com/inward/citedby.url?scp=80054839766&partnerID=8YFLogxK

U2 - 10.1108/10662241111176380

DO - 10.1108/10662241111176380

M3 - Article

AN - SCOPUS:80054839766

VL - 21

SP - 581

EP - 598

JO - Internet Research

JF - Internet Research

SN - 1066-2243

IS - 5

ER -