Factors Affecting Mongolian Online Game Players' Satisfaction and Loyalty

摘要

Mongolia is an emerging market for the online game industry. The study surveyed 302 valid samples of online game players in Mongolia. The results show that the challenge of an online game is positively related to interdependence with other gamers, loyalty to the game, and its experiential value, respectively. Among them, interdependence mediates the influence of challenges on loyalty and satisfaction mediates the relationship between experiential value and loyalty. Online game companies which want to enter and compete in Mongolia can examine themselves from these findings.