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Influential factors of player’s loyalty toward online games for achieving commercial success

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  • Lee, Cheng-Wen

Abstract

A particularly interesting phenomenon that has arisen through Internet community is the virtual world style of online game. This paper presents a research framework for identifying the influential factors of player’s loyalty toward online games, with emphasis on player’s loyalty for achieving commercial success. The main methodologies are canonical correlation analysis and stepwise regression analysis employing 245 questionnaires collected. As an important insight, this research reveals that motives of player’s participation are significantly related to business operation and game design, and further have a positive effect upon player’s loyalty – addictive behavior and flow experience. Under close observation of the sub-criteria factors, role-playing and achievement play crucial roles in the influencing player’s engagement process. Contrarily, storyline and public phrase are less relevant to player’s loyalty. Finally, this study discusses the managerial implications regarding these findings and future research avenues.

Suggested Citation

  • Lee, Cheng-Wen, 2010. "Influential factors of player’s loyalty toward online games for achieving commercial success," Australasian marketing journal, Elsevier, vol. 18(2), pages 81-92.
    • Handle: RePEc:eee:aumajo:v:18:y:2010:i:2:p:81-92
    DOI: 10.1016/j.ausmj.2010.02.003
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    References listed on IDEAS

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