How Do Challenges Increase Customer Loyalty to Online Games?

被引：21
|
作者：
Teng, Ching-I [1 ]
机构：
[1] Chang Gung Univ, Grad Inst Business & Management, Tao Yuan 333, Taiwan
来源：
CYBERPSYCHOLOGY BEHAVIOR AND SOCIAL NETWORKING | 2013年 / 16卷 / 12期
关键词：
SELF-DETERMINATION THEORY; FLOW; SATISFACTION; ENVIRONMENTS; PERSPECTIVE; MOTIVATION; EXPERIENCE; VARIABLES;
D O I：
10.1089/cyber.2012.0182
中图分类号：
B84 [心理学];
学科分类号：
04 ; 0402 ;
摘要：
Despite the design of various challenge levels in online games, exactly how these challenges increase customer loyalty to online games has seldom been examined. This study investigates how such challenges increase customer loyalty to online games. The study sample comprises 2,861 online gamers. Structural equation modeling is performed. Analytical results indicate that the relationship between challenge and loyalty intensifies when customers perceive that overcoming challenges takes a long time. Results of this study contribute to efforts to determine how challenges and challenge-related perceptions impact customer loyalty to online games.
引用
收藏
页码：884 / 891
页数：8
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