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Abstract
This study proposes a research model elucidating the effects of core service satisfaction, additional value-added service satisfaction, and switching barriers as determinants of portal loyalty and tests the model using empirical data collected from game portal users. The results suggest that different service satisfaction and switching barriers are strong antecedents of p-loyalty; the moderating effect of switching barriers on the relationship between satisfactions and p-loyalty is contingent on the portal users’ usage patterns.
Notes
1. Compared to goods-dominant (G-D) logic, which is based on the value-in-exchange meaning of value, service-dominant (S-D) logic is referred to the value-in-use meaning of value.
2. Community context service refers to the service with additional social benefits to users beyond the core benefits embodied in the core service of online portal sites.
3. Han game (hangame.com), Net marble (netmarble.net), Pimang (pimang.com), and Mgame (Mgame.com).
4. Korea Game Development and Promotion Institute (KGDI) outsourced the survey project to the Hangil Research Co. (http://www.hgr.co.kr), which has several survey branch offices in five large metropolitan cities in Korea. The survey was conducted with the participation of about 100 interviewers in the five metropolitan cities.
5. SmartPLS is a relatively new and easy-to-use software application for the design of structural equation models (SEMs) that allows graphical path modeling with latent variables.
6. Please see Liang et al. (Citation2007) for a detailed procedure of this approach.
7. Using a survey question regarding the average usage time of game portal sites per day (i.e., how many hours a day do you use the game portal sites in average?), we calculate the mean value of portal usage time. Since the mean value of portal usage time is 2.10 hours and the distribution of the sample is skewed, we separate the data set into three groups to make them similar sample size.
8. It would be more reasonable to interpret the regression results of usage variables in the reverse way (i.e., online game portal users who are more satisfied with the game content service provided by the game portal site are more likely to spent more time daily at the portal site).
Additional information
Notes on contributors
Dan J. Kim
Dan J. Kim is a professor at the University of North Texas. His research interests are in multidisciplinary areas such as information security and privacy, information assurance, and trust in electronic commerce. His research work has been published or in forthcoming more than 120 papers in refereed journals, book chapters, and proceedings. He has been awarded the NSF CyberCorps: SFS grant for multi-years, 2012 Emerald Review Citations of Excellence Awards, 2010 Best Published Paper Award in ISR, Emerald Literati Network 2009—Outstanding Paper Award, ICIS 2003 Best Paper-First Runner-up Award, and AMCIS 2005 Best Research Paper Award.
Eui Jun Jeong
Eui Jun Jeong is an assistant professor in the Department of Digital Culture & Contents at Konkuk University. He received his PhD degree in telecommunication from Michigan State University. His research has focused on the effects of games and social media in education, advertising, and consumer behavior, and on social cognition in human-computer interaction. His papers have been published in refereed journals such as Journal of Advertising, Computers in Human Behavior, CyberPsychology Behavior & Social Networking, and International Journal of Human-Computer Interaction.
Yujong Hwang
Yujong Hwang is an associate professor in the School of Accountancy and MIS, Driehaus College of Business at DePaul University in Chicago. He is also an international scholar at Kyung Hee University in South Korea. He received his PhD in Business from the University of South Carolina. His research focuses on e-commerce, knowledge management, and human-computer interaction. He has published over 30 articles in refereed journals, including Journal of MIS, European Journal of Information Systems, and IEEE Transactions. He is the program co-chair of AMCIS 2013 and a senior associate editor of the European Journal of Information Systems.