'Migrating to a new virtual world': Exploring MMORPG switching through human migration theory

Authors:
Avus C. Y. Hou;Ching-Chin Chern;Houn-Gee Chen;Yu-Chen Chen
Affiliations:
Department of Information Management, Kun Shan University, Taiwan;Department of Information Management, National Taiwan University, Taiwan;Department of Information Management, National Taiwan University, Taiwan;Department of Business Administration, Soochow University, Taiwan
Venue:
Computers in Human Behavior
Year:
2011

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Abstract

Online gaming has become a popular leisure-time activity. In this study, we enlisted and adapted the Push-Pull-Mooring model, which analyzes human migratory behavior based on the Demographic Migration Theory, to study the game switching of gamers. Data was obtained via an empirical survey of 654 online gamers and then was analyzed using the Structural Equation Modeling (SEM) technique. The results indicate that the Push-Pull-Mooring model can be extended to explain the switching intentions of online gamers. The ''mooring effect'' appears to have a stronger influence on the player's switching intention than the ''pull effect'', while the ''push effect'' appears to have no influence at all. We discuss the implications of our findings and offer possible avenues of exploration for managers of online game providers in order to help them understand their customers better.