How do social networks foster online gamer loyalty? Perspective of weak/strong tie theory

被引：8

作者：

Liao, Gen-Yih ^{[1
,2
]}

Huynh Van Nguyen ^{[3
]}

Cheng, T. C. E. ^{[4
,5
,6
]}

Teng, Ching-I. ^{[7
,8
,9
]}

机构：

[1] Chang Gung Univ, Dept Informat Management, Taoyuan, Taiwan

[2] Chang Gung Mem Hosp, Taoyuan Branch, Dept Nursing, Taoyuan, Taiwan

[3] Ho Chi Minh City Univ Econ & Finance, Dept Sci & Technol, Ho Chi Minh City, Vietnam

[4] Hong Kong Polytech Univ, Business Adm, Hong Kong, Peoples R China

[5] Hong Kong Polytech Univ, Management, Hong Kong, Peoples R China

[6] Hong Kong Polytech Univ, Fac Business, Dept Logist & Maritime Studies, Hong Kong, Peoples R China

[7] Chang Gung Univ, Grad Inst Business & Management, Taoyuan, Taiwan

[8] Chang Gung Mem Hosp, Linkou Branch, Dept Rehabil, Taoyuan, Taiwan

[9] Ming Chi Univ Technol, Dept Business & Management, Taipei, Taiwan

来源：

TELEMATICS AND INFORMATICS | 2020年 / 53卷

关键词：

Online game; Loyalty; Social network; Relationship characteristics; Structural equation modelling; Weak/strong tie theory; MODERATING ROLE; PURCHASE INTENTION; CUSTOMER LOYALTY; PLAY; MANAGEMENT; MMORPG; WORLD; EXPOSURE; COMMERCE; TRUST;

D O I：

10.1016/j.tele.2020.101437

中图分类号：

G25 [图书馆学、图书馆事业]; G35 [情报学、情报工作];

学科分类号：

1205 ; 120501 ;

摘要：

Social networks are known to influence users of online information systems, including online games. However, the mechanism underlying the impact of social networks on online gamer loyalty has remained insufficiently understood. Grounded in weak/strong tie theory, we construct a research model to explore the mechanism. We collect responses from 1,874 online gamers and use structural equation modelling for data analysis and hypothesis testing. We find that network convergence and interdependence are positively related to gamer-game relationship characteristics, i.e., length, depth, and breadth. Such relationship characteristics further contribute to online gamer loyalty. We also find that relationship depth (compared with relationship breadth) has a stronger impact on online gamer loyalty. This is the first theory-driven study using gamer-game relationship characteristics to explain how network convergence and interdependence can lead to online gamer loyalty. Our findings provide novel insights for game managers on how to effectively retain their gamers.

引用

页数：14

共 71 条

[1] Extending the theory of planned behavior (TPB) to explain online game playing among Malaysian undergraduate students [J].