Team participation and online gamer loyalty |
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| Affiliation: | 1. International Business School (IBS), Universiti Teknologi Malaysia (UTM), International Campus, Kuala Lumpur, Malaysia;2. Graduate School of Management (GSM), Multimedia University (MMU), Cyberjaya Campus, Malaysia;1. Department of Finance & Decision Sciences, School of Business, Hong Kong Baptist University, Kowloon Tong, Hong Kong Special Administrative Region;2. Department of Management Science & Engineering, Economics and Management School, Wuhan University, Wuhan, Hubei, PR China;1. National Taiwan Normal University, Taipei, Taiwan;2. National Sun Yat-Sen University, Kaohsiung, Taiwan;3. National Applied Research Laboratories, HsinChu, Taiwan;1. Graduate Institute of Management, Chang Gung University, Taiwan;2. Department of Rehabilitation, Chang Gung Memorial Hospital, Linkou, Taiwan;3. Department of Information Management, Chang Gung University, Taiwan;4. Department of Business and Management, Ming Chi University of Technology, Taiwan;5. Department of Nursing, Chang Gung Memorial Hospital, Taoyuan Branch, Taiwan |
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| Abstract: | Online games have emerged as popular computer applications and gamer loyalty is vital to game providers, since online gamers frequently switch between games. Online gamers often participate in teams also. This study investigates whether and how team participation improves loyalty. We utilized a cross-sectional design and an online survey, with 546 valid responses from online game subjects. Confirmatory factor analysis was applied to assess measurement reliability and validity directly, and structural equation modeling was utilized to test our hypotheses. The results indicate that participation in teams motivates online gamers to adhere to team norms and satisfies their social needs, also enhancing their loyalty. The contribution of this research is the introduction of social norms to explain online gamer loyalty. |
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| Keywords: | Gaming Loyalty Online games Social needs satisfaction Team norms Team participation |
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