How do avatar attractiveness and customization impact online gamers' flow and loyalty?

被引：59
|
作者：
Liao, Gen-Yih [1 ,2 ]
Cheng, T. C. E. [3 ]
Teng, Ching-I [4 ,5 ,6 ]
机构：
[1] Chang Gung Univ, Dept Informat Management, Taoyuan, Taiwan
[2] Chang Gung Mem Hosp, Dept Nursing, Taoyuan, Taiwan
[3] Hong Kong Polytech Univ, Fac Business, Dept Logist & Maritime Studies, Kowloon, Hong Kong, Peoples R China
[4] Chang Gung Univ, Grad Inst Business & Management, Taoyuan, Taiwan
[5] Chang Gung Mem Hosp, Dept Rehabil, Linkou Branch, Taoyuan, Taiwan
[6] Ming Chi Univ Technol, Dept Business & Management, New Taipei, Taiwan
来源：
INTERNET RESEARCH | 2019年 / 29卷 / 02期
关键词：
Electronic commerce; Survey; Customer loyalty; CONTINUANCE INTENTION; INFORMATION TECHNOLOGY; IDENTIFICATION; PERSONALITY; PERSPECTIVES; EXPERIENCE; CHARACTER; PLAYER; MOTIVATIONS; PERCEPTION;
D O I：
10.1108/IntR-11-2017-0463
中图分类号：
F [经济];
学科分类号：
02 ;
摘要：
Purpose Avatars are known to be influential in gaming communication. However, little is known about how avatar attractiveness and customization impact online gamers' flow, i.e., the experience of total concentration with intrinsic enjoyment and loyalty. Grounded in social identity and flow theories, the purpose of this paper is to construct a model to explain how avatar attractiveness and customization can impact online gamers' flow and loyalty. Design/methodology/approach The responses of 1,944 online gamers are collected. Structural equation modeling is used for analyses. Findings The analytical results indicate that avatar attractiveness and customization are positively related to avatar identification, which is positively related to flow, and then to online gamer loyalty. In addition, avatar identification and flow are important process variables in the above relations. Originality/value This study is novel in being the first attempt to apply social identity and flow theories to explain how avatar attractiveness and customization contribute to online gamers' flow and loyalty.
引用
收藏
页码：349 / 366
页数：18
相关论文
共 44 条
  • [41] How Do Readmissions Impact Survival Among Patients with Continuous-Flow Left Ventricular Assist Devices? Findings from INTERMACS
    Vivo, R. P.
    Krim, S. R.
    Estep, J. D.
    Khalife, W. I.
    Fonarow, G. C.
    Kormos, R. L.
    Myers, S. L.
    Deng, M. C.
    JOURNAL OF HEART AND LUNG TRANSPLANTATION, 2014, 33 (04): : S87 - S87
  • [42] How do instream flow increase and gravel augmentation impact biological communities in large rivers: A case study on the Upper Rhine River
    Staentzel, C.
    Arnaud, F.
    Combroux, I.
    Schmitt, L.
    Tremolieres, M.
    Grac, C.
    Piegay, H.
    Barillier, A.
    Chardon, V.
    Beisel, J. -N.
    RIVER RESEARCH AND APPLICATIONS, 2018, 34 (02) : 153 - 164
  • [43] How do BMI-restrictive policies impact women seeking NHS-funded IVF in the United Kingdom? A qualitative analysis of online forum discussions
    Muir, Rebecca
    Hawking, Meredith K. D.
    REPRODUCTIVE HEALTH, 2024, 21 (01)
  • [44] How do purchase preferences moderate the impact of time and price sensitivity on the purchase intention of customers on online-to-offline (O2O) delivery platforms?
    Cao, Yijie
    Wang, Jun
    BRITISH FOOD JOURNAL, 2024, 126 (04): : 1510 - 1538
12345