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How gaming team participation fosters consumers’ social networks, communication and commitment

Author

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  • Pham, Thi Tuan Linh
  • Liao, Gen-Yih
  • Shih, Sheng-Pao
  • Cheng, T.C.E.
  • Teng, Ching-I

Abstract

Online games are highly popular computer applications that generate enormous profits for companies that produce games. Online players actively participate and interact in gaming teams, but there is no study on how team participation leads to a commitment to gaming teams. Research that aims to fill this gap could elucidate practical solutions to strengthening the players' team commitment, contributing to the understanding of player behavior. Grounded in social capital theory and social exchange theory, in this paper a research model is developed, featuring an association between players' participation and players' team commitment. The data were gathered from 1352 online players, and structural equation modelling was employed as the data analysis technique. The results indicate that team participation is positively linked to network convergence and interdependence. They are, in turn, positively linked to social interaction and social presence, which significantly enhance the players' team commitment. We also find that, compared with social interaction, social presence has a stronger influence on such commitments. The research findings suggest that the game providers should encourage players to participate in gaming teams, thus strengthening the players’ team commitment.

Suggested Citation

  • Pham, Thi Tuan Linh & Liao, Gen-Yih & Shih, Sheng-Pao & Cheng, T.C.E. & Teng, Ching-I, 2024. "How gaming team participation fosters consumers’ social networks, communication and commitment," Journal of Retailing and Consumer Services, Elsevier, vol. 81(C).
    • Handle: RePEc:eee:joreco:v:81:y:2024:i:c:s0969698924002583
    DOI: 10.1016/j.jretconser.2024.103962
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