The impact of online community position on online game continuance intention: Do game knowledge and community size matter?

Authors:
Cheng-Chieh Hsiao;Jyh-Shen Chiou
Affiliations:
Department of Business Administration, National Chengchi University, No. 64, Sec. 2, Zhi-nan Road, Wenshan, Taipei 11605, Taiwan;Department of International Business, National Chengchi University, No. 64, Sec. 2, Zhi-nan Road, Wenshan, Taipei 11605, Taiwan
Venue:
Information and Management
Year:
2012

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Abstract

This study attempts to investigate how a player's position in an online gaming community leads to his or her continuance intention toward a Massive Multiplayer Online Game (MMOG) from the perspective of social capital theory. Using subjective and objective data collected from 340 players in a representative MMOG, our results reveal that community position significantly affects community trust and perceived social value, which in turn positively influence MMOG continuance intention. Furthermore, this study provides support for the moderating effects of game knowledge and community size on the proposed model. This study concludes with research limitations and theoretical and managerial implications.