An empirical analysis of online game service satisfaction and loyalty

In this study, we argue that there will have some factors affecting online game service satisfaction and loyalty. The purpose of this study is to understand an online game service model. This model contains several dimensions including experiential value, transaction cost, and service quality, the three antecedents of online game service satisfaction and loyalty and test the associations among the constructs in it. After surveying some players in Taiwan, we found that three antecedents have significant and positive effects on online game service satisfaction and which, in turn, significantly affect online loyalty. Especially, service quality has the relatively higher total positive effects on both online game satisfaction and loyalty. Meanwhile, online game satisfaction completely mediates the effects of these three antecedents on online loyalty. The findings imply that how to manage online game service quality better, provide more acceptable transaction cost, and offer more experiential value are the key ways for effectively enhancing players' satisfaction with the online game service in order to retain their loyalty to the online game service system. Because to keep competitiveness of online game industry is hard to hard, we hope this model can provide online game corporate to select and adopt the key point what the online game corporate should choose and how to affect the key factors of online game service satisfaction and online loyalty in online game industry.

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