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The Effect of Psychological Temptation, Site Quality and Sense of Community upon Online Game  

Lee, Sang-Chul (경희대학교 경영학과)
Kim, Nam-Hee (경희대학교 경영학과)
Moon, Jae-Young (경희대학교 경영학부)
Suh, Young-Ho (경희대학교 경영학부)
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Asia pacific journal of information systems / v.13, no.4, 2003 , pp. 207-227 More about this Journal
Abstract
The purpose of this research is to identify if psychological temptation, site quality and sense of community influence user's flow and addiction and to identify causalities among flow, addiction, customer satisfaction and customer loyalty in online industry. Many previous researches in the area of online games have been carried out about addiction by psychologist and about the development of related technologies by scientists. There are only a few studies about the customer satisfaction from the online business perspective. However, this research is different from the previous ones in the sense that both flow and addiction are considered in the study of the relationship between customer satisfaction/loyalty and flow/addiction in the area of online industry. The empirical results of high-order factor analysis indicate that six independent variables such as design, information, feedback, impulsiveness and motivation have converge three second-order variables such psychological temptation, site quality and sense of community. Consequently, site quality and sense of community have impacts on the flow, while on the other hand, psychological temptation has impacts on the addiction. Conclusively, customer satisfaction and loyalty are positively related not with the addiction but with the flow. Besides, customer loyalty is significantly influenced by the flow and the customer satisfaction. This indicates that companies in the online game industry have to develop a strategy for the flow which is more socially and ethically allowable than the addiction.
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