Online Game Loyalty Based on Gratification and Experiential Motives Needs

Abstract

Online gaming is a play forum for teenagers favored by adolescents, meanwhile online games have various types of games starting from strategy game, adventure and musical which make attraction for everyone who plays online game. The online game also provides features an online community features that gamers are coming together and become place of information for online gamers to form a network among fellow social online game players. This research is aimed to gain an integrated model that examines the relationship between two elements of gratification theory (entertainment and sociality), and flow theory (challenge, control, interactivity) also customer satisfaction with the customer loyalty as its consequence. This research was conducted in Indonesia, which took young people as the research object. The data was collected by using questionnaires enclosed with the statement based on the likert scale. The respondents were university students who stay in the area of Yogyakarta with 200 respondents. The testing of the hypothesis in this study adopted structural equation model (SEM) designed to simultaneously examine the structural relationship among the proposed construct. The research found that gratification theory (entertainment and sociality) and flow theory (challenge, control, interactivity) have positive influences on customer loyalty toward online gaming. It was found that customer satisfaction has a significant influence on the customer loyalty. Therefore, the customer satisfaction is a significant predictor of customer loyalty.