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An Empirical Analysis of The Factors of Online Game Stickiness

The explosive proliferation of Internet usage has enabled a number of new online communities to be established. Among them, online games have been representing the leading technological edge of the entertainment sector and the trend is expected to continue. The nature of Internet has enabled its users easy to hop from one website to another only several clicks away with very little cost. While website stickiness is regarded as a significant factor to e-commerce success, how to attract the attention of gamers and make them stick around has become a big challenge for both online game developers and providers. Based on the uses and gratification theory, this study proposed a model which integrated use and gratification with service mechanism (i.e. fairness, security, and incentive) and media factor (i.e. spatial presence and social presence) to investigate what determines player¡¦s online game stickiness. The partial least squares method was applied to empirically evaluate the proposed model using survey data collected from 274 online gamers. Our findings indicate that all variables except presence have positive significant effects on continuance motivation (CM), and CM also significantly affects gamers¡¦ stickiness. The implications of this work to both researchers and practitioners are discussed.

Identiferoai:union.ndltd.org:NSYSU/oai:NSYSU:etd-0721108-120109
Date21 July 2008
CreatorsTsai, Ho-huang
ContributorsJen-her Wu, Tzyh-lih Hsia, Fen-hui Lin
PublisherNSYSU
Source SetsNSYSU Electronic Thesis and Dissertation Archive
LanguageEnglish
Detected LanguageEnglish
Typetext
Formatapplication/pdf
Sourcehttp://etd.lib.nsysu.edu.tw/ETD-db/ETD-search/view_etd?URN=etd-0721108-120109
Rightscampus_withheld, Copyright information available at source archive

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