Proposing online game loyalty and its antecedents considering gender as a moderator: a qualitative study

This study discusses the formation of consumer loyalty in the context of online games. Loyalty to a specific online game may be conceptualized in terms of repeat patronage, switching behavior, and word-of-mouth recommendations toward the game. A conceptual model is proposed. In the model, virtual power-status, incentive utility, relational interacting behavior, and feature enhancement indirectly influence loyalty through the mediation of satisfaction and commitment. Gender is proposed to moderate each model path given that individuals with stronger feminine or masculine identities are likely to make repeated consumption on online games based on different game product choices accordingly. Finally, the implications of the proposed model and suggestions for future research are also discussed.

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