Loyalty Due to Others: The Relationships Among Challenge, Interdependence, and Online Gamer Loyalty

Authors:
Ching-I Teng;Ming-Yi Chen;Yun-Jung Chen;Yi-Jhen Li
Affiliations:
Graduate Institute of Business and Management, Chang Gung University, Taiwan;Department of Business Administration, National Central University, Taiwan;Department of Industrial and Business Management, Chang Gung University, Taiwan;Department of Industrial and Business Management, Chang Gung University, Taiwan
Venue:
Journal of Computer-Mediated Communication
Year:
2012

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Abstract

Previous studies have established that online gamers favor online social activities, implying that gamer loyalty to a game may be associated with that of other gamers. However, exactly how gamer loyalty to a game depends on the presence of other gamers remains unknown. This study investigates relationships among gaming challenge, interdependence, and gamer loyalty. The study sample comprises 994 online gamers. Analytical results indicate that (1) gaming challenge is positively related to interdependence; (2) interdependence is positively related to gamer loyalty; and (3) gaming challenge is positively related to gamer loyalty. Results of this study provide game designers with further insight into how to strengthen gamer loyalty directly and indirectly by enhancing gamer-gamer interdependence. © 2012 Wiley Periodicals, Inc.