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Prediciting Mmorpg Online Game Loyalty Based On Uses And Gratification And Flow Theory In Surabaya - Ubaya Repository

 
 

ABSTRACT
This study is conducted to test the influence of Entertainment,
Sociality, Challenge, Control and Interactivity on consumers’ Loyalty
toward online games based on the uses and gratificaations theory and the
flow theory. The model and variables in this study used two theories
perspectives, consists of Uses and Gratification Research, and Flow
Research.
This type of research is causal research with quantitative approach.
This study used purposive sampling approach, which the sample consists of
respondents who have experience of playing Massive Multiplayer Online
Games at game center in Surabaya Region. Respondents in this study
amounted to 280 people. The analysis in this study used a model of SEM
(Structural Equation Modeling) and processed using SPSS software version
23.0 for Windows and Amos 23 for testing Measurement and Structural
Model.
The result indicates that the Entertainment, Challenge, Control and
Interactivity have a positive and significant impact on Customer Loyalty.
While the influence of Sociality towards Customer Loyalty is insignificant

or can be said to have no meaning.
Keywords:

Customer Loyalty, Computer Games, Online Gaming,Uses &
Gratification Research, Flow Theory, Massive Multiplayer
Online Game.

 

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