Determinants of Online Game Player Loyalty Among Millennials: A PLS-SEM Approach


Yeo, Sook Fern and Tan, Cheng Ling and Lim, Kah Boon and Tan, Wei Sheng (2022) Determinants of Online Game Player Loyalty Among Millennials: A PLS-SEM Approach. Malaysian Journal of Consumer and Family Economics, 28. pp. 232-249. ISSN 1511-2802

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Online game loyalty has become a concern for many companies and game developers since the high competition in the gaming industry. This study aims to determine the influencing factors of online game loyalty. The questionnaires were distributed to 350 respondents using a purposive sampling technique, but only 173 were usable for further analysis. The study finds that social, game challenge, price, and game design factors are the determinants affecting customers’ online game loyalty. The study findings contribute to everyone, such as game developers and marketers. Game developers need to consider these factors to create a competitive edge in this multi-million-dollar industry. Yeo1,3, Tan2,4, Lim Kah Boon1, Wei Sheng Tan1

Item Type: Article
Uncontrolled Keywords: Loyalty, game players, game challenge, game design, Malaysia
Subjects: G Geography. Anthropology. Recreation > GV Recreation Leisure (General) > GV1-1860 Recreation. Leisure > GV1199-1570 Games and amusements
Divisions: Faculty of Business (FOB)
Depositing User: Ms Nurul Iqtiani Ahmad
Date Deposited: 01 Aug 2022 00:26
Last Modified: 01 Aug 2022 00:26


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