Why People Continue to Play Online Games: In Search of Critical Design Factors to Increase Customer Loyalty to Online Contents
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Abstract
As people increasingly play online games, numerous new features have been proposed to increase players' log-on time at online gaming sites. However, few studies have investigated why people continue to play certain online games or which design features are most closely related to the amount of time spent by players at particular online gaming sites. This study proposes a theoretical model using the concepts of customer loyalty, flow, personal interaction, and social interaction to explain why people continue to play online network games. The study then conducts a large-scale survey to validate the model. Finally, it analyzes current online games to identify design features that are closely related to the…
Citation impact
673
total citations
- FWCI
- 22.64
- Percentile
- 100%
- References
- 43
Citations per year
Authors
2Topics & keywords
Topics
Keywords
- Loyalty
- Computer science
- The Internet
- Loyalty business model
- Online participation
- Advertising
- Internet privacy
- Human–computer interaction
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