Why I Love This Online Game: The MMORPG Stickiness Factor

Authors

Klarissa Ting-Ting Chang, National University of SingaporeFollow
Allan Tai-Tong Koh, National University of SingaporeFollow
Bernard Ying-Yao Low, National University of SingaporeFollow
Dustin Jefferson Santos Onghanseng, National University of SingaporeFollow
Kharisma Tanoto, National University of SingaporeFollow
Tran Song Thuong Thuong, National University of SingaporeFollow

Abstract

With the rapid growth of the gaming industry, keeping gamers loyal is the quintessential issue. Thus, our paper focuses on loyalty towards Massively Multiplayer Online Role-Playing Games (MMORPGs). Our study incorporates the social identity theory, the theory of reason of action and gamer emotions into the equation of loyalty. An empirical study of 160 subjects was conducted to test our model. Our results demonstrated that perceived enjoyment, reputation and cohesion significantly affect loyalty. However, when all 3 are taken together, both reputation and cohesion overshadow perceived enjoyment, making the latter irrelevant in affecting loyalty.

Recommended Citation

Chang, Klarissa Ting-Ting; Koh, Allan Tai-Tong; Low, Bernard Ying-Yao; Onghanseng, Dustin Jefferson Santos; Tanoto, Kharisma; and Thuong, Tran Song Thuong, "Why I Love This Online Game: The MMORPG Stickiness Factor" (2008). ICIS 2008 Proceedings. 88.
https://aisel.aisnet.org/icis2008/88