IDEAS home Printed from https://ideas.repec.org/p/pra/mprapa/104436.html
   My bibliography  Save this paper

The impact of avatar attractiveness and customization on online gamers’ flow and loyalty

Author

Listed:
  • Nadeem, Riba
  • Kazmi, Aliya
  • Jawaid, Rubab
  • Arif, Syed Mohsin

Abstract

This study aims to examine the factor the avatar attractiveness and customization influencing online gamer flow and loyalty. The data were collected from 501 students from Karachi, mainly the students of Iqra University through online questionnaire for analyzing the research. The model PLS-SEM partial least square was used. We use regression analysis to analyze the association between variables. This study finds that avatar customization fuels avatar identification, which is to turn creates flow and loyalty in online game. This study also apply social identity and flow theories to explain how avatar attractiveness and customization contribute to online gamers flow and loyalty. The limitation of the study is we have conducted this research in Iqra University, second limitation is we have conducted research on 500 people. As it was online survey so most of the people take it for granted so result could be fluctuated. Furthermore, researchers should extend this study and can add more market generated content according to respondent’s desires into research model to engage more and more online gamers.

Suggested Citation

  • Nadeem, Riba & Kazmi, Aliya & Jawaid, Rubab & Arif, Syed Mohsin, 2020. "The impact of avatar attractiveness and customization on online gamers’ flow and loyalty," MPRA Paper 104436, University Library of Munich, Germany.
  • Handle: RePEc:pra:mprapa:104436
    as

    Download full text from publisher

    File URL: https://mpra.ub.uni-muenchen.de/104436/1/MPRA_paper_104436.pdf
    File Function: original version
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Wasim Qazi & Syed Ali Raza & Komal Akram Khan, 2020. "The contradiction between self-protection and self-presentation on knowledge sharing behaviour: evidence from higher education students in Pakistan," International Journal of Knowledge and Learning, Inderscience Enterprises Ltd, vol. 13(3), pages 246-271.
    2. Asadullah Khaskheli & Yushi Jiang & Syed A. Raza & Muhammad A. Qureshi & Komal A. Khan & Javeria Salam, 2020. "Do CSR activities increase organizational citizenship behavior among employees? Mediating role of affective commitment and job satisfaction," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 27(6), pages 2941-2955, November.
    3. Marchand, André & Hennig-Thurau, Thorsten, 2013. "Value Creation in the Video Game Industry: Industry Economics, Consumer Benefits, and Research Opportunities," Journal of Interactive Marketing, Elsevier, vol. 27(3), pages 141-157.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Shamshad, Aiman & Mumtaz, Tasmia & Muhammad, Uzair & Abdul, Haseeb & Shah, Syed Jibran Ali, 2020. "Exploring The Drivers of Technology Acceptance: A study on Pakistani University Student," MPRA Paper 104646, University Library of Munich, Germany.
    2. Minhaj, Rutaba & Tasneem, Abdul Rafe & Farrukh, Maira & Ziarab, Mohammad & Raza, Muhammad Ali, 2021. "Examining the Impact of Social Capital Scales on Brand Commitment In An Online Brand Community," MPRA Paper 109007, University Library of Munich, Germany.
    3. Ali, Shabbir & Nadeem, Ahmed, 2021. "The Impact of Socio-emotional competencies, Socio-economic factors, and the Employability process on Employment Status," MPRA Paper 108942, University Library of Munich, Germany.
    4. Hussain, Hadia & Murtaza, Murtaza & Ajmal, Areeb & Ahmed, Afreen & Khan, Muhammad Ovais Khalid, 2020. "A study on the effects of social media advertisement on consumer’s attitude and customer response," MPRA Paper 104675, University Library of Munich, Germany.
    5. Xi, Xun & Xi, Baoxing & Miao, Chenglin & Yu, Rongjian & Xie, Jie & Xiang, Rong & Hu, Feng, 2022. "Factors influencing technological innovation efficiency in the Chinese video game industry: Applying the meta-frontier approach," Technological Forecasting and Social Change, Elsevier, vol. 178(C).
    6. Castaldo, Sandro & Ciacci, Andrea & Penco, Lara, 2023. "Perceived corporate social responsibility and job satisfaction in grocery retail: A comparison between low- and high-productivity stores," Journal of Retailing and Consumer Services, Elsevier, vol. 74(C).
    7. Hamari, Juho & Hanner, Nicolai & Koivisto, Jonna, 2017. "Service quality explains why people use freemium services but not if they go premium: An empirical study in free-to-play games," International Journal of Information Management, Elsevier, vol. 37(1), pages 1449-1459.
    8. Inoue, Yuki, 2021. "Indirect innovation management by platform ecosystem governance and positioning: Toward collective ambidexterity in the ecosystems," Technological Forecasting and Social Change, Elsevier, vol. 166(C).
    9. Sheikh, Muhammad Ammad & Mumtaz, Talha & Sohail, Nabeel & Ahmed, Bilal & Noor, Zain, 2021. "Fake News Acceptance by Demographics and Culture On Social Media," MPRA Paper 108934, University Library of Munich, Germany.
    10. Seo Eunji & Inoue Yuki, 2023. "Sales effect of a software product series’ length in Japan," Management & Marketing, Sciendo, vol. 18(3), pages 251-269, September.
    11. Cabras, Ignazio & Goumagias, Nikolaos D. & Fernandes, Kiran & Cowling, Peter & Li, Feng & Kudenko, Daniel & Devlin, Sam & Nucciarelli, Alberto, 2017. "Exploring survival rates of companies in the UK video-games industry: An empirical study," Technological Forecasting and Social Change, Elsevier, vol. 117(C), pages 305-314.
    12. Karol Borowiecki & Juan Prieto-Rodriguez, 2015. "Video games playing: A substitute for cultural consumptions?," Journal of Cultural Economics, Springer;The Association for Cultural Economics International, vol. 39(3), pages 239-258, August.
    13. Qiang Li & Qing Liu & Xiaona Guo & Shuo Xu & Jingyu Liu & Heli Lu, 2019. "Evolution and Transformation of the Central Place Theory in E-Business: China’s C2C Online Game Marketing," Sustainability, MDPI, vol. 11(8), pages 1-19, April.
    14. Bhat, Aijaz Ahmad & Mir, Ajaz Akber & Allie, Adeel Hussain & Ahmad Lone, Mushtaq & Al-Adwan, Ahmad Samed & Jamali, Dima & Riyaz, Iqra, 2024. "Unlocking corporate social responsibility and environmental performance: Mediating role of green strategy, innovation, and leadership," Innovation and Green Development, Elsevier, vol. 3(2).
    15. Hofacker, Charles F. & de Ruyter, Ko & Lurie, Nicholas H. & Manchanda, Puneet & Donaldson, Jeff, 2016. "Gamification and Mobile Marketing Effectiveness," Journal of Interactive Marketing, Elsevier, vol. 34(C), pages 25-36.
    16. Diana R. Sanchez & Markus Langer, 2020. "Video Game Pursuit (VGPu) Scale Development: Designing and Validating a Scale With Implications for Game-Based Learning and Assessment," Simulation & Gaming, , vol. 51(1), pages 55-86, February.
    17. Ahmad, Naveed & Ullah, Zia & AlDhaen, Esra & Han, Heesup & Scholz, Miklas, 2022. "A CSR perspective to foster employee creativity in the banking sector: The role of work engagement and psychological safety," Journal of Retailing and Consumer Services, Elsevier, vol. 67(C).
    18. Yue Guiling & Siti Aisyah Panatik & Mohammad Saipol Mohd Sukor & Noraini Rusbadrol & Li Cunlin, 2022. "Bibliometric Analysis of Global Research on Organizational Citizenship Behavior From 2000 to 2019," SAGE Open, , vol. 12(1), pages 21582440221, February.
    19. Lassila, Erkki M., 2022. "“Free”-to-play game: Governing the everyday life of digital popular culture," CRITICAL PERSPECTIVES ON ACCOUNTING, Elsevier, vol. 87(C).
    20. Karl Werder, 2022. "Esport," Business & Information Systems Engineering: The International Journal of WIRTSCHAFTSINFORMATIK, Springer;Gesellschaft für Informatik e.V. (GI), vol. 64(3), pages 393-399, June.

    More about this item

    Keywords

    Avatar Attractiveness; Online Gamers; Self-Identity; Loyalty; Higher Education; PLS-SEM.;
    All these keywords.

    JEL classification:

    • I23 - Health, Education, and Welfare - - Education - - - Higher Education; Research Institutions

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:pra:mprapa:104436. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Joachim Winter (email available below). General contact details of provider: https://edirc.repec.org/data/vfmunde.html .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.