Journal
CYBERPSYCHOLOGY BEHAVIOR AND SOCIAL NETWORKING
Volume 16, Issue 12, Pages 884-891Publisher
MARY ANN LIEBERT, INC
DOI: 10.1089/cyber.2012.0182
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Despite the design of various challenge levels in online games, exactly how these challenges increase customer loyalty to online games has seldom been examined. This study investigates how such challenges increase customer loyalty to online games. The study sample comprises 2,861 online gamers. Structural equation modeling is performed. Analytical results indicate that the relationship between challenge and loyalty intensifies when customers perceive that overcoming challenges takes a long time. Results of this study contribute to efforts to determine how challenges and challenge-related perceptions impact customer loyalty to online games.
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