Driving loyalty intentions of mobile games: a motivation theory perspective

Man Lai Cheung*, Wilson K.S. Leung, Ludwig M K Chang, Si Shi

*Corresponding author for this work

    Research output: Contribution to journalJournal articlepeer-review

    12 Citations (Scopus)

    Abstract

    Despite the rapid growth of the mobile game market worldwide, how intrinsic, and extrinsic, motivation factors affect user loyalty and in-game purchase intention across genders remains unknown. To address this research gap, this cross-sectional study examined the antecedents of loyalty and in-game purchase intention through the theoretical lens of the motivation theory and investigated the gender effects in the Chinese mobile game environment. Using a survey method, this study collected data from 605 experienced players of King of Glory in China. In addition, the proposed research model was examined by the partial least squares-structural equation modelling (PLS-SEM). Our findings reveal that perceived playfulness, a competitive price, and virtual rewards, significantly affect user mobile game loyalty and in-game purchase intention. We confirmed the moderating effects of gender on the relationship between motivational factors and mobile game loyalty, offering a better understanding of how males and females vary in the development of mobile game loyalty. Our findings offer valuable insights for mobile game practitioners to develop more effective design and strategies for motivating user loyalty and in-game purchases.

    Original languageEnglish
    Pages (from-to)657–682
    Number of pages26
    JournalQuality and Quantity
    Volume57
    Issue number4 Supplement
    Early online date20 Feb 2021
    DOIs
    Publication statusPublished - Dec 2023

    Scopus Subject Areas

    • Statistics and Probability
    • Social Sciences(all)

    User-Defined Keywords

    • Extrinsic motivation
    • In-game purchase intention
    • Intrinsic motivation
    • King of glory
    • Mobile game loyalty
    • Playfulness
    • Virtual rewards

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