Journal
INTERNATIONAL JOURNAL OF ELECTRONIC COMMERCE
Volume 21, Issue 1, Pages 132-151Publisher
ROUTLEDGE JOURNALS, TAYLOR & FRANCIS LTD
DOI: 10.1080/10864415.2016.1204195
Keywords
Gamer loyalty; goal gradient theory; online gaming; online loyalty
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Funding
- Ministry of Science and Technology, Taiwan [MOST 103-2410-H-182-011-MY3]
- Chang Gung Memorial Hospital [BMRP644]
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The growing popularity of online gaming emphasizes the importance of understanding how loyalty among online gamers can be strengthened. The goal gradient theory has not yet been adopted to examine how relationship characteristics (i.e., length, depth, and breadth) impact online gamer loyalty. Therefore, this study develops hypotheses based on that theory and uses structural equation modeling to test them. Responses from 5,144 online gamers were used for the analysis and the results indicate that relationship length, depth, and breadth were positively related to goal proximity (defined as the perception that a goal is close), which was further positively related to motivation to attain gaming goals, and consequently online gamer loyalty. This study is the first to exploreby using the goal gradient theoretical perspectivehow relationship length, depth, and breadth are related to online gamer loyalty.
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