The Economic Leverage of the Virtual Community
International Journal of Electronic Commerce
Exploring customer preferences for online games
International Journal of Advanced Media and Communication
Online gaming and web-based communities: serious games for community development
International Journal of Web Based Communities
Some antecedents and effects of participation in Spanish virtual brand communities
International Journal of Web Based Communities
The potential of virtual communities in the insurance industry in the UK and Greece
International Journal of Information Management: The Journal for Information Professionals
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With the increasing popularity of broadband networks, the online game market is becoming more mature. One of the most popular online games, World of WarCraft, has more than ten million global members, making it the largest massive multiplayer online role playing game (MMORPG). Many researchers have widely explored online communities. However, online entertainment community has seldom been addressed; especially in the investigation of online communities marketing factors and consumer behaviour. An issue of particular interest in this study is in determining whether there are some relationships in online game consumer model between marketing factors and behaviour, and if there are relationships, in understanding the reasons for these relationships. Thus, this study explores the relationships among brand awareness, customer value, repurchase intention, and online word-of-mouth based on 280 questionnaires from players of World of WarCraft in Taiwan and using structural equation modelling. The results show that brand awareness affects repurchase intention and online word-of-mouth through customer value. In addition, customer value is a completely mediated variable in our model. Finally, this study shows that if online game firms can satisfy the core values of their players, the players will be willing to recommend and share this with others on the net.