You Can Make It: Expectancy for Growth Increases Online Gamer Loyalty

ABSTRACT

Online games have demonstrated dramatic growth both in revenue and user base, proving their value to electronic commerce managers. Online gamers are strongly motivated by their expectancy for growth, or anticipation of an increase in game level. However, the relevant literature has not yet explained how expectancy for growth impacts online gamer loyalty. This study addresses that question by using flow theory as the theoretical underpinning to develop the hypotheses. The sample comprised 2,025 online gamers, and their responses were analyzed using structural equation modeling. Analytical findings indicate that expectancy for growth is positively related to perceived skill and perceived challenge, subsequently inducing flow and online gamer loyalty. Moreover, expectancy for growth directly enhances flow, indicating its critical role. This study is the first examining how expectancy for growth impacts online gamer loyalty. Improving expectancy for growth was identified as a novel means for creating online gamer loyalty, guiding game providers to build a loyal gamer base.

KEY WORDS AND PHRASES:

• Expectancy for growth
• flow theory
• gamer loyalty
• online games
• perceived challenge
• perceived skill

Funding

The authors thank the National Science Council, Taiwan (NSC96-2416-H-182-002-MY3) and Chang Gung Memorial Hospital (BMRP644) for financial support.

Acknowledgment

The authors are grateful to Brian T. Ratchford for helpful comments on an earlier version.

Additional information

Funding

The authors thank the National Science Council, Taiwan (NSC96-2416-H-182-002-MY3) and Chang Gung Memorial Hospital (BMRP644) for financial support.

Notes on contributors

Gen-Yih Liao

GEN-YIH LIAO ([email protected]) is an assistant professor in the Department of Information Management at Chang Gung University, Taiwan and an adjunct assistant research fellow in the Department of Nursing at Chang Gung Memorial Hospital, Taoyuan Branch, Taiwan. His research interests include human–computer interaction, mobile user experience, empirical studies of programming, and applications of computer science in health care. His publications have appeared in Internet Research, Journal of Electronic Commerce Research, Journal of Internet Technology, IEEE Transactions on Power Delivery, and others.

Ching-I Teng

CHING-I TENG ([email protected]; corresponding author) is a professor at Chang Gung University, Taiwan, an adjunct research fellow in the Department of Rehabilitation at Chang Gung Memorial Hospital, Taiwan, and an adjunct professor in the Department of Business and Management, at Ming Chi University of Technology, Taiwan. He received his Ph.D. in management from National Taiwan University. His research interests include Internet marketing, service marketing, and health-care management. His research has appeared in International Journal of Electronic Commerce, Journal of Service Research, Electronic Commerce Research and Applications, British Journal of Management, Technovation, and others.