Abstract
As people increasingly play online games, numerous new features have been proposed to increase players' log-on time at online gaming sites. However, few studies have investigated why people continue to play certain online games or which design features are most closely related to the amount of time spent by players at particular online gaming sites. This study proposes a theoretical model using the concepts of customer loyalty, flow, personal interaction, and social interaction to explain why people continue to play online network games. The study then conducts a large-scale survey to validate the model. Finally, it analyzes current online games to identify design features that are closely related to the theoretical concepts. The results indicate that people continue to play online games if they have optimal experiences while playing the games. This optimal experience can be attained if the player has effective personal interaction with the system or pleasant social interactions with other people connected to the Internet. Personal interaction can be facilitated by providing appropriate goals, operators and feedback; social interaction can be facilitated through appropriate communication places and tools. This paper ends with the implications of applying the study results to other domains such as e-commerce and cyber communities.
| Original language | English |
|---|---|
| Pages (from-to) | 11-24 |
| Number of pages | 14 |
| Journal | Cyberpsychology and Behavior |
| Volume | 7 |
| Issue number | 1 |
| DOIs | |
| Publication status | Published - 2004 Feb 1 |
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All Science Journal Classification (ASJC) codes
- Communication
- Applied Psychology
- Human-Computer Interaction
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Why People Continue to Play Online Games : In Search of Critical Design Factors to Increase Customer Loyalty to Online Contents. / Choi, Dongseong; Kim, Jin Woo.
In: Cyberpsychology and Behavior, Vol. 7, No. 1, 01.02.2004, p. 11-24.Research output: Contribution to journal › Review article
TY - JOUR
T1 - Why People Continue to Play Online Games
T2 - In Search of Critical Design Factors to Increase Customer Loyalty to Online Contents
AU - Choi, Dongseong
AU - Kim, Jin Woo
PY - 2004/2/1
Y1 - 2004/2/1
N2 - As people increasingly play online games, numerous new features have been proposed to increase players' log-on time at online gaming sites. However, few studies have investigated why people continue to play certain online games or which design features are most closely related to the amount of time spent by players at particular online gaming sites. This study proposes a theoretical model using the concepts of customer loyalty, flow, personal interaction, and social interaction to explain why people continue to play online network games. The study then conducts a large-scale survey to validate the model. Finally, it analyzes current online games to identify design features that are closely related to the theoretical concepts. The results indicate that people continue to play online games if they have optimal experiences while playing the games. This optimal experience can be attained if the player has effective personal interaction with the system or pleasant social interactions with other people connected to the Internet. Personal interaction can be facilitated by providing appropriate goals, operators and feedback; social interaction can be facilitated through appropriate communication places and tools. This paper ends with the implications of applying the study results to other domains such as e-commerce and cyber communities.
AB - As people increasingly play online games, numerous new features have been proposed to increase players' log-on time at online gaming sites. However, few studies have investigated why people continue to play certain online games or which design features are most closely related to the amount of time spent by players at particular online gaming sites. This study proposes a theoretical model using the concepts of customer loyalty, flow, personal interaction, and social interaction to explain why people continue to play online network games. The study then conducts a large-scale survey to validate the model. Finally, it analyzes current online games to identify design features that are closely related to the theoretical concepts. The results indicate that people continue to play online games if they have optimal experiences while playing the games. This optimal experience can be attained if the player has effective personal interaction with the system or pleasant social interactions with other people connected to the Internet. Personal interaction can be facilitated by providing appropriate goals, operators and feedback; social interaction can be facilitated through appropriate communication places and tools. This paper ends with the implications of applying the study results to other domains such as e-commerce and cyber communities.
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UR - http://www.scopus.com/inward/citedby.url?scp=1442280058&partnerID=8YFLogxK
U2 - 10.1089/109493104322820066
DO - 10.1089/109493104322820066
M3 - Review article
C2 - 15006164
AN - SCOPUS:1442280058
VL - 7
SP - 11
EP - 24
JO - Cyberpsychology, Behavior, and Social Networking
JF - Cyberpsychology, Behavior, and Social Networking
SN - 2152-2715
IS - 1
ER -