Moderating Effects on Consumers’ Loyalty Toward Online Games: A Partial Least Squares Approach

摘要

The aims of this research is to examine whether frequency of playing online games has a significant moderating influence on the relationships between aspects of entertainment, sociality, challenge, control, and interactivity, and consumers’ loyalty towards the online games. Dataused to examine the research model was collected via a convenience sampling method. The partial least squares approach to structural equation modeling (PLS-SEM) was performed via SmartPLS 2.0 in order to examine the postulated hypotheses. Results revealed that frequency of playing online gameshad a significant moderating influence on the relationships between interactivity and consumers’ loyalty towards the online games. The loading games are a common issue for students since the Internet speed in the university may be slow compared to an outside area. They may face repeatedoccurrence of this situation where they will experience a lagging response when playing games. However, online games with good interactivity helps online gamers to improve their skills to perform to their best ability and stretch their capabilities to the limits. Through online games thatare challenging, students can accomplish their sense of personal achievement when they overcome the difficulty in the level of games. It is recommended that designers of the online games analyze the specific markets before designing the games, as this gaming environment can indulge students’gaming satisfaction and entertainment needs and wants. Designers should specify the target market to easily identify the taste and trends of gamers. Direction for future research is also provided.