This study discusses the formation of consumer loyalty in the context of online games. Loyalty to a specific online game may be conceptualized in terms of repeat patronage, switching behavior, and word-of-mouth recommendations toward the game. A conceptual model is proposed. In the model, virtual power-status, incentive utility, relational interacting behavior, and feature enhancement indirectly influence loyalty through the mediation of satisfaction and commitment. Gender is proposed to moderate each model path given that individuals with stronger feminine or masculine identities are likely to make repeated consumption on online games based on different game product choices accordingly. Finally, the implications of the proposed model and suggestions for future research are also discussed.
Quality & Quantity – Springer Journals
Published: Jan 5, 2008
It’s your single place to instantly
discover and read the research
that matters to you.
Enjoy affordable access to
over 18 million articles from more than
15,000 peer-reviewed journals.
All for just $49/month
Query the DeepDyve database, plus search all of PubMed and Google Scholar seamlessly
Save any article or search result from DeepDyve, PubMed, and Google Scholar... all in one place.
All the latest content is available, no embargo periods.
“Whoa! It’s like Spotify but for academic articles.”@Phil_Robichaud