How Can Achievement Induce Loyalty? A Combination of the Goal-Setting Theory and Flow Theory Perspectives

Authors:
Ching-I Teng;Shao-Kang Lo;Yi-Jhen Li
Affiliations:
Graduate Institute of Business and Management, Chang Gung University, Gueishan, Taoyuan 333, Taiwan;Department of International Trade, Chinese Culture University, Yang-Ming-Shan, Taipei 11114, Taiwan;Department of Industrial and Business Management, Chang Gung University, Gueishan, Taoyuan 333, Taiwan
Venue:
Service Science
Year:
2012

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Abstract

The motivation theory has identified achievement as a critical factor for online game play. However, how achievement induces gamer loyalty (the intention to play a certain game continuously) has not been explored. This study thus used the goal-setting theory to identify two achievement-related motivators: achievement striving (desire for achievements) and competence (confidence at obtaining achievements). Moreover, flow theory was used to develop hypotheses on how achievement striving and competence induce gamer loyalty. Based on the responses from 994 online gamers, our results indicate that achievement striving and competence among gamers are positively related to skill and perceived challenge. Additionally, skill and perceived challenge are positively related to flow, and flow is positively related to gamer loyalty. We recommend that game providers target individuals who are high in achievement striving and competence, or increase gamer desire for those motivators at obtaining achievements, in order to construct a loyal gamer base.