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Age Differences in Perceptions and Relationships Among Determinants of Loyalty in Online Games  

Um, Myoung-Yong (성균관대학교 경영연구소)
Kwon, Moon-Ju (한국소프트웨어진흥원 SW인력양성팀)
Byun, Wan-Soo (한국소프트웨어진흥원 혁신전략팀)
Kim, Tae-Ung (성균관대학교 경영학부)
Publication Information
Journal of Information Technology Services / v.6, no.1, 2007 , pp. 83-99 More about this Journal
Abstract
The purpose of this research is to identify the determinants of loyalty in online games. This study developed a research model to analyze the factors explaining the loyalty level from gamers, employing social identification, flow, and positive anticipated emotion as major research variables, and collected 1308 survey responses from gamers. Within the context of arguing that the exploration of age range issues with respect to online games is important, this research also examines the age differences in path coefficients. To this end, the structural model was tested with the data from entire data sample (i.e., the age of 10s, 20s, and 30s pooled together) and each of the subsamples (i.e., teens taken separately, twenties taken separately, and thirties taken separately). Properties of the causal paths, including standardized path coefficients, the significance of difference, in the hypothesized model, are also presented, so that we can investigate the relative influences of different dominants, demonstrating how teens, twenties, and thirties differ in their decision-making processes regarding the flow, social identification and loyalty from online games.
Keywords
Online Games; Loyalty; Age Differences; Social Identification; Flow; Emotion;
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Times Cited By KSCI : 2  (Citation Analysis)
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