For whom does flow not enhance online gamer loyalty?

For whom does flow not enhance online gamer loyalty?

For whom does flow not enhance online gamer loyalty?

By Thi Tuan Linh Pham, Han-Chung Huang, Fan-Chen Tseng, T.C.E. Cheng, and Ching-I Teng

Abstract

“Flow, or total concentration with intrinsic enjoyment, has been recognized as being able to enhance online gamer loyalty. However, some gamers who experience flow do not exhibit strong loyalty, posing the vital research question asking for whom flow would not enhance loyalty. Limited knowledge on this issue may lead game providers to assume that flow is influential in strengthening loyalty among all gamers, thus leading to suboptimal resource allocation and reduced effectiveness in retaining gamers. The purpose of the paper is to examine how gaming experience and gaming intensity moderate the impact of flow on online gamer loyalty.”

Reference

Pham, T., Huang, H., Tseng, F., Cheng, T., & Teng, C. (2021, October 27). For whom does flow not enhance online gamer loyalty? Retrieved March 12, 2022, from https://www.emerald.com/insight/content/doi/10.1108/IMDS-05-2021-0338/full/html

Keyword

Online game, loyalty, flow, survey, gaming experience, research