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Cyberpsychol Behav Soc Netw. 2013 Dec;16(12):884-91. doi: 10.1089/cyber.2012.0182. Epub 2013 Jun 15.

How do challenges increase customer loyalty to online games?

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1
Graduate Institute of Business and Management, Chang Gung University , Taoyuan, Taiwan .

Abstract

Despite the design of various challenge levels in online games, exactly how these challenges increase customer loyalty to online games has seldom been examined. This study investigates how such challenges increase customer loyalty to online games. The study sample comprises 2,861 online gamers. Structural equation modeling is performed. Analytical results indicate that the relationship between challenge and loyalty intensifies when customers perceive that overcoming challenges takes a long time. Results of this study contribute to efforts to determine how challenges and challenge-related perceptions impact customer loyalty to online games.

PMID:
23768072
DOI:
10.1089/cyber.2012.0182
[Indexed for MEDLINE]

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