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Investigating Consumers’ Loyalty Toward Online Games: A Correlation Analysis

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Online gaming is progressing relentlessly and is gaining popularity among Netizens, implying that it is a highly competitive industry for game developers to undertake new challenges in gaming research and development. The goals of this study is to investigate the correlation of consumers’ loyalty towards online games using the flow theory as the guiding principle. Data used to examine the research model was collected via a convenience sampling method. Pearson correlation was performed to examine the association between constructs based on the postulated hypotheses. The Pearson correlations revealed that the online gamers’ loyalty towards the games are affected by aspects of perceived control, and the perceived challenge of the online games, respectively, as well as perceived interactivity of the online games. Loyalty towards online games increased when the students are more self-controlled with the games. The controlling and dominant feeling of gamers in playing the online games satisfy their loyalty towards the online games. Students face minimal restrictions and are free to act in their study environment. Thus, the games enable students to have the control which will give them high satisfaction. It is recommended that designers of the online games analyze the specific markets before designing the games, as this gaming environment can indulge students’ gaming satisfaction and entertainment needs and wants. Designers should specify the target market to easily identify the taste and trends of gamers. Direction for future research is also provided.
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Keywords: Challenge; Control; Interactivity; Loyalty; Online Games

Document Type: Research Article

Affiliations: 1: Labuan Faculty of International Finance, Universiti Malaysia Sabah, 87000 F.T. Labuan, Malaysia 2: Faculty of Computing and Informatics, Universiti Malaysia Sabah, 87000 F.T. Labuan, Malaysia

Publication date: July 1, 2018

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  • ADVANCED SCIENCE LETTERS is an international peer-reviewed journal with a very wide-ranging coverage, consolidates research activities in all areas of (1) Physical Sciences, (2) Biological Sciences, (3) Mathematical Sciences, (4) Engineering, (5) Computer and Information Sciences, and (6) Geosciences to publish original short communications, full research papers and timely brief (mini) reviews with authors photo and biography encompassing the basic and applied research and current developments in educational aspects of these scientific areas.
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