网络游戏品质对玩家忠诚度的影响——沉浸体验的中介效应

中国网络游戏市场保持高速增长的势态，吸引了大量的竞争者进入这个行业。面对竞争，如何吸引玩家、保持玩家忠诚度己经成为网络游戏运营商最关心的问题。本文在回顾相关文献的基础上提出了研究假设，并通过网络调查方法收集数据，最后，通过回归分析验证假设，研究发现：网络游戏品质对玩家忠诚度有直接影响，同时有部分影响效应是通过沉浸体验间接实现的；在网络游戏品质、沉浸体验、运营商的可信度三者中，沉浸体验对网络游戏忠诚度的影响效应最大。

The Effects of Online Game Quality on Player＇s Loyalty --the Mediating Effect of Flow Experience

Online game＇s market in China maintain the accelerative growth, and the fast developed market absorb a large number of competitors. Faced the competition, how to get the customer＇s attention and enhance their loyalty are become the most cares to the online game dealers. We proposed hypotheses based on related literature, and collected data througy online questionaire, hypotheses were tested by regression analysis. The results show that online game quality has directly effect on player＇s loyalty, and has indirectly effect on player＇s loyalyt through flow experience, online game quality, flow experience and the trust to game dealers have some positive effect on player＇s loyalty,and flow experience has largest effect on player＇s loyalty.