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Empirical Validation for Gamer's Personality and Environmental Characteristics To Customer Royalty: The Study of Comparison Between Korean Gamers and Chinese Gamers  

Kim, Jeong-Wook (Department of Business Administration, Sejong University, San jose State University)
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Abstract
This paper studied the determinants affected the gamer's flow and communication on personal factors and environmental factors. The study deeply researched on the influence of flow and communication on customer loyalty, comparing korean gamer's behavior with chinese ones as research objects. As a result for this study, on-line game with high customer loyalty are considered as the more successful ones, resulted in korean gamers more influential on customer loyalty than chinese gamers, and suggested the strategic directions for online game developers and services.
Keywords
online game; gamer's flow; customer loyalty;
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