investiGaming is a publication of the Serious Game Design group in the Department of Telecommunication, Information Studies, and Media at Michigan State University, 2007-2009
This gateway is partially supported by grant 0631771 from the National Science Foundation.
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Author: Joe, S. W.,Chiu, C. K.
Date: 2008
Source: Quantity and Quality
Full Text Link:
http://www.springerlink.com/content/bm1j4unq68610239/
Synopsis:
Discusses the formation of consumer loyalty in the context of online games as well as the implications of a proposed model and suggestions for future research.
Keywords:
journal, gender identity, casual games, internet use,
Abstract:
copyright 2008 Springer Link
This study discusses the formation of consumer loyalty in the context of online games. Loyalty to a specific online game may be conceptualized in terms of repeat patronage, switching behavior, and word-of-mouth recommendations toward the game. A conceptual model is proposed. In the model, virtual power-status, incentive utility, relational interacting behavior, and feature enhancement indirectly influence loyalty through the mediation of satisfaction and commitment. Gender is proposed to moderate each model path given that individuals with stronger feminine or masculine identities are likely to make repeated consumption on online games based on different game product choices accordingly. Finally, the implications of the proposed model and suggestions for future research are also discussed.