Digital and Mobile Commerce

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Paper Number

1992

Paper Type

short

Description

In the video gaming contexts, gamer loyalty may stabilize the revenue streams of developers in the increasingly competitive business environment. With the emergence of video game digital distribution platforms, game developers can target new audiences with cultural values different from those embodied by game developers’ games. And yet, our knowledge about the role of cultural influences on gamer loyalty is still limited. To address this knowledge gap, we conducted a netnographic case study of how cultural influences contribute to gamer loyalty in the context of a Chinese Role-Playing Game (RPG). Our preliminary findings hinted at a theoretical framework based on Qinghuai, a Chinese concept in digital entrepreneurship contexts. More specifically, we identified a variant of Qinghuai in virtual contexts, with six constituent elements at the player (i.e., Self-Cultivation & Selflessness), game (i.e., Heroicism & Completionism), and community (i.e., Hivemind & Collective Stewardship) levels can contribute to fostering gamer loyalty.

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22-Digital

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Dec 12th, 12:00 AM

The Role of Virtual Qinghuai in Fostering Gamer Loyalty

In the video gaming contexts, gamer loyalty may stabilize the revenue streams of developers in the increasingly competitive business environment. With the emergence of video game digital distribution platforms, game developers can target new audiences with cultural values different from those embodied by game developers’ games. And yet, our knowledge about the role of cultural influences on gamer loyalty is still limited. To address this knowledge gap, we conducted a netnographic case study of how cultural influences contribute to gamer loyalty in the context of a Chinese Role-Playing Game (RPG). Our preliminary findings hinted at a theoretical framework based on Qinghuai, a Chinese concept in digital entrepreneurship contexts. More specifically, we identified a variant of Qinghuai in virtual contexts, with six constituent elements at the player (i.e., Self-Cultivation & Selflessness), game (i.e., Heroicism & Completionism), and community (i.e., Hivemind & Collective Stewardship) levels can contribute to fostering gamer loyalty.

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