The effect of flow experience on player loyalty in mobile game application |
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| Affiliation: | 1. National Taiwan Normal University, Taipei, Taiwan;2. National Sun Yat-Sen University, Kaohsiung, Taiwan;3. National Applied Research Laboratories, HsinChu, Taiwan;1. Kainan University, Taiwan;2. Ming Chuan University, Taiwan;1. Department of Information Management, Chang Gung University, Taiwan & Adjunct Assistant Research Fellow, Department of Nursing, Chang Gung Memorial Hospital, Taoyuan Branch, Taiwan;2. Department of Science and Technology, Ho Chi Minh City University of Economics and Finance, Ho Chi Minh City, Viet Nam;3. Fung Yiu King – Wing Hang Bank Professor in Business Administration, Chair Professor of Management, Dean of Faculty of Business, Department of Logistics and Maritime Studies, The Hong Kong Polytechnic University, Hong Kong;4. Graduate Institute of Business and Management, Chang Gung University, Taiwan, & Adjunct Research Fellow, Department of Rehabilitation, Chang Gung Memorial Hospital Linkou Branch, Taiwan, & Adjunct Professor, Department of Business and Management, Ming Chi University of Technology, Taiwan;1. Korea Telecom, Customer Business Unit, Seoul, 06714, Republic of Korea;2. Kyungsung University, School of Digital Media, Busan, 48434, Republic of Korea |
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| Abstract: | Mobile gaming is an emerging with highly competitive industry. There are hundreds of games launched per day in the past two years. To understand whether factors influence the player loyalty (PL) of game users through flow experience, this study tested the proposed hypothesis by administering a questionnaire survey on the mobile game application “Tower of Saviors”. A structural equation modelling analysis and the FsQCA method were adopted to explore the survey responses of 394 players who were recruited for this study. According to the empirical study results, human–computer interaction (HI), social interaction (SI), skill (S), and challenge (C) independently positive influenced flow experience, and further positively influenced the PL of mobile game users. This study contributes to the literature on flow theory by elucidating the influence of player behavior on their PL. In particular, the higher the C and SI are, the more the game challenges experienced players and facilitates interactions with each other, thereby raising PL. |
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| Keywords: | Mobile game Player loyalty Human–computer interaction Social interaction Flow experience |
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