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http://dx.doi.org/10.7583/JKGS.2014.14.1.7

An Analysis of the Influence Factors on Perceived Value and Loyalty of On-line Game User in China  

Lee, Young-Duck (School of Business of Chungnam National University)
Dong, Zhi-Juan (Graduate School of Chungnam National University)
Publication Information
Journal of Korea Game Society / v.14, no.1, 2014 , pp. 7-18 More about this Journal
Abstract
For the rapid growth of Chinese on-line game market in this decade, it became more necessary to study Chinese on-line game industry, business strategy, and, especially the behavioral characteristics of on-line game users. In spite of these necessities, there were a few studies on these research fields in China. The current study investigated the relationships among perceived price, perceived quality, the flow, perceived value, and loyalty of Chinese on-line game user. In addition, we tested the influence factors on perceived value and game user loyalty of on-line game user through AMOS method. Results showed that perceived value and game loyalty are positively related perceived price and the flow, the flow and perceived value respectively.
Keywords
on-line game; loyalty; perceived price; the flow; perceived value;
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Times Cited By KSCI : 3  (Citation Analysis)
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