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Determinants of Effecting Customer Loyalty : Comparison among Korean, Japanese and Chinese Online Game Market  

Lee, Sang-Chul (그리스도대학교 경영정보학부)
Xiang, Jun-Yong (경희대학교 경영대학)
Gu, Ja-Chul (경희대학교 경영대학)
Suh, Yung-Ho (경희대학교 경영대학)
Publication Information
Korean Management Science Review / v.23, no.2, 2006 , pp. 41-57 More about this Journal
Abstract
The purposes of this research are to identify causalities among flow and customer loyalty In Chinese online games, and to identify the factors by which flow are influenced. This research tests the model with Chinese on-line game users and compare this result with Korea and Japanese results which were conducted by Lee's research. These implications are thought to be helpful for Korean online game companies to understand the Chinese online game user and to develop the penetration strategies. The results indicated that significant Path coefficients to flow were the convenience of operator, the provision of information, the reality of design. The results indicated that significant path coefficients to customer loyalty were the involvement of virtual community and flow. The involvement of virtual community to flow was not significant but to customer loyalty was significant. The provision of information was negatively influenced on flow. The result of comparison indicated that the path coefficients were different among nations. Korea online game companies need to develop the indigenized online game and to Provide the information to their Chinese partner correctly and quickly.
Keywords
Chinese Online Game; Structural Equation Model; Casual Model; Flow; Customer loyalty;
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