How does gender swapping impact online gamer loyalty? The perspective of interdependence theory

被引：7

作者：

Tseng, Fan-Chen ^{[1
]}

Chang, Ching-Ter ^{[2
,3
]}

Lee, Hsing-Chen ^{[2
]}

Teng, Ching-, I ^{[2
,4
,5
]}

机构：

[1] Kainan Univ, Dept Multimedia & M Commerce, Taoyuan, Taiwan

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

[3] Chang Gung Mem Hosp, Dept Thorac Med, Linkou, Taiwan

[4] Chang Gung Mem Hosp, Dept Rehabil, Linkou, Taiwan

[5] Ming Chi Univ Technol, Dept Business & Management, Taishan, Taiwan

来源：

ONLINE INFORMATION REVIEW | 2018年 / 42卷 / 05期

关键词：

Loyalty; Online game; Social intelligence; Gender swapping; Network convergence; Relational switching cost; INCREASE CUSTOMER LOYALTY; PLAY; INTENTION; SATISFACTION; ANTECEDENTS;

D O I：

10.1108/OIR-08-2016-0230

中图分类号：

TP [自动化技术、计算机技术];

学科分类号：

0812 ;

摘要：

Purpose - Gender swapping - when garners choose avatars of the opposite gender to their own - is a common feature of online gaming behavior, and recent studies have explored the reasons for it. However, no study has yet examined the role gender swapping plays in determining garners' continual engagement with communication via online games, i.e., online garner loyalty. Therefore, the purpose of this paper is to examine this issue and develop hypotheses based on interdependence theory in the online gaming context. Design/methodology/approach - Responses from a survey of 255 online garners were used for the analysis. Findings - Analytical results using structural equation modeling indicate that gender-swapping behavior is negatively related to social intelligence, which in turn is negatively related to network convergence (the extent of sharing a common social circle), thus contributing to relational switching costs and online garner loyalty. Originality/value - This study is the first to examine how gender swapping affects online garner loyalty.

引用

页码：647 / 662

页数：16

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