Proposing online game loyalty and its antecedents considering gender as a moderator: a qualitative study |
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Authors: | Sheng-Wuu Joe Chou-Kang Chiu |
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Institution: | (1) Department of Business Administration, Vanung University, Taoyuan, Taiwan;(2) Ching Kuo Institute of Management and Health, Keelung, Taiwan |
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Abstract: | This study discusses the formation of consumer loyalty in the context of online games. Loyalty to a specific online game may
be conceptualized in terms of repeat patronage, switching behavior, and word-of-mouth recommendations toward the game. A conceptual
model is proposed. In the model, virtual power-status, incentive utility, relational interacting behavior, and feature enhancement
indirectly influence loyalty through the mediation of satisfaction and commitment. Gender is proposed to moderate each model
path given that individuals with stronger feminine or masculine identities are likely to make repeated consumption on online
games based on different game product choices accordingly. Finally, the implications of the proposed model and suggestions
for future research are also discussed. |
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Keywords: | Gender Virtual power-status Incentive utility Relational interacting behavior Feature enhancement Loyalty |
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