'Migrating to a new virtual world': Exploring MMORPG switching through human migration theory

被引：131
作者：
Hou, Avus C. Y. [1 ]
Chern, Ching-Chin [2 ]
Chen, Houn-Gee [2 ]
Chen, Yu-Chen [3 ]
机构：
[1] Kun Shan Univ, Dept Informat Management, Taipei 106, Taiwan
[2] Natl Taiwan Univ, Dept Informat Management, Taipei, Taiwan
[3] Soochow Univ, Dept Business Adm, Suzhou, Peoples R China
来源：
COMPUTERS IN HUMAN BEHAVIOR | 2011年 / 27卷 / 05期
关键词：
Online gaming; Switching intention; Migration; Push-Pull-Mooring model; PLAY ONLINE GAMES; SERVICE PROVIDERS; COMPUTER GAMES; COSTS; FLOW; SATISFACTION; BEHAVIOR; ANTECEDENTS; COMPETITION; INDUSTRIES;
D O I：
10.1016/j.chb.2011.04.013
中图分类号：
B84 [心理学];
学科分类号：
04 ; 0402 ;
摘要：
Online gaming has become a popular leisure-time activity. In this study, we enlisted and adapted the Push-Pull-Mooring model, which analyzes human migratory behavior based on the Demographic Migration Theory, to study the game switching of garners. Data was obtained via an empirical survey of 654 online garners and then was analyzed using the Structural Equation Modeling (SEM) technique. The results indicate that the Push-Pull-Mooring model can be extended to explain the switching intentions of online garners. The "mooring effect" appears to have a stronger influence on the player's switching intention than the "pull effect", while the "push effect" appears to have no influence at all. We discuss the implications of our findings and offer possible avenues of exploration for managers of online game providers in order to help them understand their customers better. (C) 2011 Elsevier Ltd. All rights reserved.
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页码：1892 / 1903
页数：12
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