Research on the Factors Affecting Player Stickiness in Massively Multiplayer Online Game (MMOG)

2019 16th International Conference on Service Systems and Service Management (ICSSSM) Pub Date : 2019-07-01 DOI:10.1109/ICSSSM.2019.8887677

Lijun Ma, Zhiyan Feng, Jingqiang Feng, Lan Wang

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引用次数: 1

Abstract

Massively multiplayer online games (MMOG) have becoming increasingly popular in recent years, but the problem of low player stickiness has always existed. Meanwhile, little is known about what motivates players to generate such stickiness. This paper built a research model based on the attitude, perceived enjoyment, aesthetic design, telepresence, team participation and network externalities to identify the antecedents of player stickiness in the context of MMOG. Structural equation modeling (SEM) is employed for data analysis. Analysis of 265 valid responses to a survey questionnaire indicate that attitude, a medium factor, has great positive effect on stickiness. Among the antecedents of attitude, perceived enjoyment is found to have the strongest effect. In addition, team participation, weak-link influence and strong-link influence have a positive correlation with attitude. But aesthetic design and telepresence have no significant influence on attitude. Also, implications are discussed in the paper.

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大型多人在线游戏(MMOG)玩家粘性影响因素研究

近年来，大型多人在线游戏(MMOG)越来越受欢迎，但玩家粘性低的问题一直存在。与此同时，我们很少知道是什么促使玩家产生这种粘性。本文构建了基于态度、感知享受、美学设计、远程呈现、团队参与和网络外部性的研究模型，以识别MMOG背景下玩家粘性的前因。采用结构方程模型(SEM)对数据进行分析。对265份有效问卷的分析表明，态度作为一个中等因素对粘性有显著的正向影响。在态度的前因中，感知享受的影响最大。此外，团队参与、弱环节影响和强环节影响与态度呈正相关。而美学设计和远程呈现对态度的影响不显著。同时，本文还讨论了研究的意义。

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2019 16th International Conference on Service Systems and Service Management (ICSSSM)

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