Why People Continue to Play Online Games: In Search of Critical Design Factors to Increase Customer Loyalty to Online Contents

忠诚 计算机科学 互联网 忠诚商业模式 在线参与 广告 互联网隐私 人机交互 万维网 营销 业务 服务质量 服务(商务)
作者
Dong-Seong Choi,Jinwoo Kim
出处
期刊:Cyberpsychology & behavior [Mary Ann Liebert]
卷期号:7 (1): 11-24 被引量:550
标识
DOI:10.1089/109493104322820066
摘要

As people increasingly play online games, numerous new features have been proposed to increase players' log-on time at online gaming sites. However, few studies have investigated why people continue to play certain online games or which design features are most closely related to the amount of time spent by players at particular online gaming sites. This study proposes a theoretical model using the concepts of customer loyalty, flow, personal interaction, and social interaction to explain why people continue to play online network games. The study then conducts a large-scale survey to validate the model. Finally, it analyzes current online games to identify design features that are closely related to the theoretical concepts. The results indicate that people continue to play online games if they have optimal experiences while playing the games. This optimal experience can be attained if the player has effective personal interaction with the system or pleasant social interactions with other people connected to the Internet. Personal interaction can be facilitated by providing appropriate goals, operators and feedback; social interaction can be facilitated through appropriate communication places and tools. This paper ends with the implications of applying the study results to other domains such as e-commerce and cyber communities.
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