The Loyalty of Players in Online Streaming Games in Thailand
Main Article Content
Abstract
Purpose- The research aims to get a deeper insight into the factors that impact players’ loyalty to online streaming games in Thailand. Design/Methodology/Approach- The methods include research design, sampling plan, Questionnaire design, pilot test, validity check for the questionnaire, Methods to gather the data and its procedures, and the statistical treatment of the data. The research also made a new conceptual framework based on 3 frameworks from previous related studies. Findings - The loyalty to online streaming games in Thailand has factors that impact it. Such factors or independent variables are gaming intensity, experience, avatar identification, and flow. Loyalty is the dependent variable. The results show that all the independent variables are significant and impact players’ loyalty to online streaming games in Thailand. Research Limitations/Implications –The main limitation was the COVID-19 pandemic; as most people stay at home and practice social distancing, it was somewhat hard to collect data personally. The research on gaming topics is also quite new, so the researchers could not dig too deep into the case. Originality/value- The study is about the loyalty of players in online streaming games in Thailand and the important factors that impact it.
Article Details
References
Agarwal, R., & Karahanna, E. (2000). Time flies when you’re having fun: Cognitive absorption and beliefs about information technology usage. MIS Quarterly, 24(4), 665. https://doi.org/10.2307/3250951
Akinwande, M. O., Dikko, H. G., & Samson, A. (2015). Variance inflation factor: As a condition for the inclusion of suppressor Variable(s) in regression analysis. Open Journal of Statistics, 05(07), 754-767. https://doi.org/10.4236/ojs.2015.57075
Banks, J., & Bowman, N. D. (2016). Emotion, anthropomorphism, realism, control: Validation of a merged metric for player–avatar interaction (PAX). Computers in Human Behavior, 54, 215-223. https://doi.org/10.1016/j.chb.2015.07.030
Chang, Y. P., & Zhu, D. H. (2012). The role of perceived social capital and flow experience in building users’ continuance intention to social networking sites in China. Computers in Human Behavior, 28(3), 995-1001. https://doi.org/10.1016/j.chb.2012.01.001
Choi, D., & Kim, J. (2004). Why people continue to play online games: In search of critical design factors to increase customer loyalty to online contents. CyberPsychology & Behavior, 7(1), 11-24. https://doi.org/10.1089/109493104322820066
Christy, K. R., & Fox, J. (2016). undefined. Cyberpsychology, Behavior, and Social Networking, 19(4), 283-287. https://doi.org/10.1089/cyber.2015.0474
Cochran, W. G. (1977). Sampling techniques (3rd ed.). John Wiley & Sons.
Cohen, J. (2001). Defining identification: A theoretical look at the identification of audiences with media characters. Mass Communication and Society, 4(3), 245-264. https://doi.org/10.1207/s15327825mcs0403_01
Goode, S. (2018). Keeping the user in the cloud: A cognitive social capital antecedent to use continuance and trust-commitment in personal cloud storage services. Behaviour & Information Technology, 38(7), 701-725. https://doi.org/10.1080/0144929x.2018.1551934
Hamari, J., Alha, K., Järvelä, S., Kivikangas, J. M., Koivisto, J., & Paavilainen, J. (2017). Why do players buy in-game content? An empirical study on concrete purchase motivations. Computers in Human Behavior, 68, 538-546. https://doi.org/10.1016/j.chb.2016.11.045
Hamari, J., Hanner, N., & Koivisto, J. (2020). “Why pay premium in freemium services?” A study on perceived value, continued use and purchase intentions in free-to-play games. International Journal of Information Management, 51, 102040. https://doi.org/10.1016/j.ijinfomgt.2019.102040
Hoffman, D. L., & Novak, T. P. (2009). Flow online: Lessons learned and future prospects. Journal of Interactive Marketing, 23(1), 23-34. https://doi.org/10.1016/j.intmar.2008.10.003
Homburg, C., & Giering, A. (2000). Personal characteristics as moderators of the relationship between customer satisfaction and loyalty?an empirical analysis. Psychology and Marketing, 18(1), 43-66. https://doi.org/10.1002/1520-6793(200101)18:1<43::aid-mar3>3.0.co;2-i
Hsiao, C.-H., & Tang, K.-Y. (2016). On the post-acceptance of mobile movie-themed games. Electronic Commerce Research and Applications, 18, 48-57. https://doi.org/10.1016/j.elerap.2016.06.003
Hsiao, K.-L., & Chen, C.-C. (2016). What drives in-app purchase intention for mobile games? An examination of perceived values and loyalty. Electronic Commerce Research and Applications, 16, 18-29. https://doi.org/10.1016/j.elerap.2016.01.001
Huang, H.-C., Huang, L.-S., Chou, Y.-J., & Teng, C.-I. (2017). Influence of temperament and character on online gamer loyalty: Perspectives from personality and flow theories. Computers in Human Behavior, 70, 398-406. https://doi.org/10.1016/j.chb.2017.01.009
Huang, L.-Y., & Hsieh, Y.-J. (2011). Predicting online game loyalty based on need gratification and experiential motives. Internet Research, 21(5), 581-598. https://doi.org/10.1108/10662241111176380
Komutanont, C., Nuangjamnong, C., & Dowpiset, K. (2020). Major Factors Influencing People Watching Game Streaming in Thailand : A Case Study of Multiplayers Online Battle Arena ( MOBA ) Game and What Motivates People Spectating Their Play. Au Virtual International Conference 2020: Entrepreneurship and Sustainability in the Digital Era.
Lee, M.-C., & Tsai, T.R.-T. (2010). What drives people to continue to play online games? An extension of technology model and theory of planned behavior. International Journal of Human-Computer Interaction, 26(6), 601-620. https://doi.org/10.1080/10447311003781318
Li, B.J., & Lwin, M.O. (2016). Player see, player do: Testing an exergame motivation model based on the influence of the self-avatar. Computers in Human Behavior, 59, 350-357. https://doi.org/10.1016/j.chb.2016.02.034
Li, D.D., Liau, A. K., & Khoo, A. (2013). Player–avatar identification in video gaming: Concept and measurement. Computers in Human Behavior, 29(1), 257-263. https://doi.org/10.1016/j.chb.2012.09.002
Liao, G.-Y., Cheng, T.C.E., & Teng, C.-I. (2019). How do avatar attractiveness and customization impact online gamers’ flow and loyalty? Internet Research, 29(2), 349-366. https://doi.org/10.1108/intr-11-2017-0463
Liao, G.-Y., Huang, H.-C., & Teng, C.-I. (2016). When does frustration not reduce continuance intention of online gamers? The expectancy disconfirmation perspective, 17(1), 65-69.
Liao, G.-Y., Pham, T.T.L., Huang, T., Cheng, T.C.E., & Teng, C.-I. (2021). Impact of workplace frustration on online gamer loyalty. Industrial Management & Data Systems, 121(5), 1008-1025. https://doi.org/10.1108/imds-08-2020-0504
Liao, G.-Y., & Teng, C.-I. (2017). You can make it: Expectancy for growth increases online gamer loyalty. International Journal of Electronic Commerce, 21(3), 398-423. https://doi.org/10.1080/10864415.2016.1319227
Livingstone, S. (1998). Making Sense of Television: The Psychology of Audience Interpretation.
Looy, J.V., Courtois, C., Vocht, M.D., & Marez, L.D. (2012). Player identification in online games: Validation of a scale for measuring identification in MMOGs. Media Psychology, 15(2), 197-221. https://doi.org/10.1080/15213269.2012.674917
Mahnke, R., Benlian, A., & Hess, T. (2015). A grounded theory of online shopping flow. International Journal of Electronic Commerce, 19(3), 54-89. https://doi.org/10.1080/10864415.2015.1000222
Merhi, M. I. (2016). Towards a framework for online game adoption. Computers in Human Behavior, 60, 253-263. https://doi.org/10.1016/j.chb.2016.02.072
Mirvis, P. H. (1991). Flow: The psychology of optimal Experience Flow: The psychology of optimal experience, by Csikszentmihalyi Michael. New York: Harper & Row, 1990, 303 pp., $19.95, cloth. Academy of Management Review, 16(3), 636-640. https://doi.org/10.5465/amr.1991.4279513
Moon, J., Hossain, M. D., Sanders, G. L., Garrity, E. J., & Jo, S. (2013). Player commitment to massively multiplayer online role-playing games (MMORPGs): An integrated model. International Journal of Electronic Commerce, 17(4), 7-38. https://doi.org/10.2753/jec1086-4415170401
National News Bureau of Thailand and Headline Editor. (2021, October 3). Thailand aims to push its games and content industry - Thai News. Thailand Business News. https://www.thailand-business-news.com/business/85202-thailand-aims-to-push-its-games-and-content-industry
Ng, E. H., & Kwahk, K. Y. (2010). Examining the determinants of mobile internet service continuance: A customer relationship development perspective. International Journal of Mobile Communications, 8(2), 210. https://doi.org/10.1504/ijmc.2010.031448
Novak, T. P., Hoffman, D. L., & Yung, Y.-F. (2000). Measuring the customer experience in online environments: A structural modeling approach. Marketing Science, 19(1), 22-42. https://doi.org/10.1287/mksc.19.1.22.15184
Pham, T.T.L., Huang, H.C-., Tseng, F.-C., Cheng, T.C.E., & Teng, C.-I. (2021). For whom does flow not enhance online gamer loyalty? Industrial Management & Data Systems, 122(1), 215-234. https://doi.org/10.1108/imds-05-2021-0338
Sciutti, A., Mara, M., Tagliasco, V., & Sandini, G. (2018). Humanizing human-robot interaction: On the importance of mutual understanding. IEEE Technology and Society Magazine, 37(1), 22-29. https://doi.org/10.1109/mts.2018.2795095
Sekaran, U., & Bougie, R. (2016). Research methods for business: A skill building approach (7th ed.). John Wiley & Sons.
Sharma, S., Singh, G., & Sharma, R. (2021). For it is in giving that we receive: Investigating gamers’ gifting behaviour in online games. International Journal of Information Management, 60, 102363. https://doi.org/10.1016/j.ijinfomgt.2021.102363
Sioni, S. R., Burleson, M. H., & Bekerian, D. A. (2017). Internet gaming disorder: Social phobia and identifying with your virtual self. Computers in Human Behavior, 71, 11-15. https://doi.org/10.1016/j.chb.2017.01.044
Skinner, B. F. (1969). Contingencies of reinforcement: a theoretical analysis. Appleton-Century-Crofts, New York.
Soutter, A.R.B., & Hitchens, M. (2016). The relationship between character identification and flow state within video games. Computers in Human Behavior, 55, 1030-1038. https://doi.org/10.1016/j.chb.2015.11.012
Statista. (2021). Number of video gamers worldwide 2020, by region. Retrieved February 15, 2021, from https://www.statista.com/statistics/293304/number-video-gamers/
Supakan, S., Loetsakulcharoen, N., & Thanlap, L. (2021, October 14). Game on: How brands can tap the explosive growth in Thai gaming. WARC. https://www.warc.com/newsandopinion/opinion/game-on-how-brands-can-tap-the-explosive-growth-in-thai-gaming/en-gb/4434
Talukder, M. S., Chiong, R., Bao, Y., & Malik, B.H. (2019). Acceptance and use predictors of fitness wearable technology and intention to recommend. Industrial Management & Data Systems, 119(1), 170-188. https://doi.org/10.1108/imds-01-2018-0009
Teng, C.-I. (2013). How do challenges increase customer loyalty to online games? Cyberpsychology, Behavior, and Social Networking, 16(12), 884-891. https://doi.org/10.1089/cyber.2012.0182
Teng, C.-I. (2017a). Strengthening loyalty of online gamers: Goal gradient perspective. International Journal of Electronic Commerce, 21(1), 128-147. https://doi.org/10.1080/10864415.2016.1204195
Teng, C.-I. (2017b). Impact of avatar identification on online gamer loyalty: Perspectives of social identity and social capital theories. International Journal of Information Management, 37(6), 601-610. https://doi.org/10.1016/j.ijinfomgt.2017.06.006
Teng, C.-I. (2018). Look to the future: Enhancing online gamer loyalty from the perspective of the theory of consumption values. Decision Support Systems, 114, 49-60. https://doi.org/10.1016/j.dss.2018.08.007
Teng, C.-I. (2019). How avatars create identification and loyalty among online gamers. Internet Research, 29(6), 1443-1468. https://doi.org/10.1108/intr-05-2018-0222
Teng, C.-I, & Chen, W.-W. (2014). Team participation and online gamer loyalty. Electronic Commerce Research and Applications, 13(1), 24-31. https://doi.org/10.1016/j.elerap.2013.08.001
Teng, C.-I., Lo, S.-K., & Li, Y.-J. (2012). How can achievement induce loyalty? A combination of the goal-setting theory and flow theory perspectives. Service Science, 4(3), 183-194. https://doi.org/10.1287/serv.1120.0016
Tuunanen, T., & Govindji, H. (2016). Understanding flow experience from users’ requirements. Behaviour & Information Technology, 35(2), 134-150. https://doi.org/10.1080/0144929x.2015.1015167