Understanding the Drive of Chinese Players’ Continuous Intention and Loyalty Towards Online Games in Whhan, China
DOI:
https://doi.org/10.14456/shserj.2024.74Keywords:
Online Games, Enjoyment, Loyalty, Flow, Continuous IntentionAbstract
Purpose: This study examines the factors impacting Chinese players’ continuous intention and loyalty towards online games in Wuhan, China. The research framework is built upon achievement, challenge, social interaction, enjoyment, flow, loyalty, and continuous intention. Research design, data, and methodology: The quantitative study is to collect data via a questionnaire of 610 students from 5 colleges in Wuhan, China. The sample methods are judgmental, quota, and convenience sampling. The index of item-objective congruence (IOC) and pilot test (n=30) were conducted to validate validity and reliability before the data collection. Confirmatory factor analysis (CFA) was used to assess the convergent and discriminant validity of the measurement model. Furthermore, the structural equation model (SEM) was applied to test the effect of measured variables and conclude the research. Results: Achievement, challenge, and enjoyment significantly impact flow. Flow significantly impacts loyalty and continuous intention to play online games. However, social interaction has an insignificant impact on flow. Conclusion: The practical implications of this research indicate that game developers and designers should focus on incorporating elements such as achievement, challenge, and enjoyment into their games to enhance the flow experience among players. These factors have been found to significantly impact facilitating the continuous intention to play online games.
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