Abstract

How to attract players has been of interest to practitioners, online game designers and game site constructors. The objective of this research is to explore factors that effect stickiness in online game communities. This study applies social cohesion theory, social identity theory and motivational theory to propose a research model. Structural equation modeling results indicate that stickiness is influenced by social cohesion, playfulness and habit. In addition, social identification, social need and offline social interaction have a significant impact on social cohesion. Practical implications and limitations are also discussed.

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