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For whom does flow not enhance online gamer loyalty?

Thi Tuan Linh Pham (Graduate Institute of Business and Management, Chang Gung University, Taoyuan, Taiwan) (International School, Thai Nguyen University, Thai Nguyen City, Vietnam)
Han-Chung Huang (Intelligent Electronic Commerce Research Center, National Sun Yat-sen University, Kaohsiung, Taiwan)
Fan-Chen Tseng (Department of Digital Multimedia Design, Kainan University, Taoyuan, Taiwan)
T.C.E. Cheng (Department of Logistics and Maritime Studies, The Hong Kong Polytechnic University, Kowloon, China)
Ching-I Teng (Graduate Institute of Management, Chang Gung University, Taoyuan, Taiwan) (Department of Rehabilitation, Chang Gung Memorial Hospital, Linkou, Taiwan) (Department of Business and Management, Ming Chi University of Technology, New Taipei City, Taiwan)

Industrial Management & Data Systems

ISSN: 0263-5577

Article publication date: 27 October 2021

Issue publication date: 3 January 2022

562

Abstract

Purpose

Flow, or total concentration with intrinsic enjoyment, has been recognized as being able to enhance online gamer loyalty. However, some gamers who experience flow do not exhibit strong loyalty, posing the vital research question asking for whom flow would not enhance loyalty. Limited knowledge on this issue may lead game providers to assume that flow is influential in strengthening loyalty among all gamers, thus leading to suboptimal resource allocation and reduced effectiveness in retaining gamers. The purpose of the paper is to examine how gaming experience and gaming intensity moderate the impact of flow on online gamer loyalty.

Design/methodology/approach

In the paper, the hypotheses were tested using responses from 273 gamers.

Findings

The findings show that flow and gaming experience positively impact gamer loyalty. Gaming experience reduces the positive relationship between flow and gamer loyalty. However, gaming intensity does not reduce.

Practical implications

Game providers should focus on creating a flow experience to strengthen the loyalty of gamers with short-gaming experience. However, game providers should devise other means to strengthen loyalty among gamers with long-gaming experience.

Originality/value

The study challenged the assumption of flow theory, i.e. that flow always determines loyalty. Instead, the paper offers a moderator – gaming experience – which sets a boundary condition for this theory. Flow works well only among gamers with relatively short-gaming experience. The study also extended the literature on gaming experience by uniquely indicating its attenuating effect on the relation between flow and loyalty.

Keywords

Acknowledgements

T.C.E. Cheng was supported in part by The Hong Kong Polytechnic University under the Fung Yiu King - Wing Hang Bank Endowed Professorship in Business Administration. Ching-I Teng is grateful of financial support from National Science Council, Taiwan (NSC99-2410-H-182-024-MY2).

Citation

Pham, T.T.L., Huang, H.-C., Tseng, F.-C., Cheng, T.C.E. and Teng, C.-I. (2022), "For whom does flow not enhance online gamer loyalty?", Industrial Management & Data Systems, Vol. 122 No. 1, pp. 215-234. https://doi.org/10.1108/IMDS-05-2021-0338

Publisher

:

Emerald Publishing Limited

Copyright © 2021, Emerald Publishing Limited

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