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Why future friends matter: impact of expectancy of relational growth on online gamer loyalty

Gen-Yih Liao (Department of Information Management, Chang Gung University, Taoyuan, Taiwan) (Department of Nursing, Chang Gung Memorial Hospital Taoyuan Branch, Taoyuan, Taiwan)
Tzu-Ling Huang (Graduate Institute of Business and Management, Chang Gung University, Taoyuan, Taiwan)
T.C.E. Cheng (Department of Logistics and Maritime Studies, The Hong Kong Polytechnic University, Kowloon, Hong Kong)
Ching-I Teng (Graduate Institute of Business and Management, Chang Gung University, Taoyuan, Taiwan) (Department of Rehabilitation, Chang Gung Memorial Hospital Linkou Branch, Taoyuan, Taiwan) (Department of Business and Management, Ming Chi University of Technology, New Taipei City, Taiwan)

Internet Research

ISSN: 1066-2243

Article publication date: 23 June 2020

Issue publication date: 26 August 2020

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Abstract

Purpose

Relational cohesion theory posits that relational cohesion helps build relationships among communication partners, implying that users would expect a growth in relations or making more friends in the future. However, little is known about expectancy of a better future state of relations, i.e. expectancy of relational growth, and its impact on users' continued engagement in online communication. Our study extends relational cohesion theory to explain how expectancy of relational growth impacts online gamer loyalty.

Design/methodology/approach

We test the framework using structural equation modeling to analyze a large sample of 1,429 responses from online gamers.

Findings

We find that expectancy of relational growth is positively related to norm compliance and relational cohesion, which are further related to network convergence and interdependence, fostering online gamer loyalty.

Originality/value

The findings contribute to relational cohesion theory by identifying novel sources of relational cohesion, i.e. expectancy of relational growth and norm compliance. Hence, game providers should create gamers' expectancy of growth in online relationships. Such expectancy could motivate continued gaming communication, even when gamers are not satisfied with the current state of online relationships. Moreover, we propose the new concept of expectancy of relational growth, which should have a strong impact on online communication in various areas.

Keywords

Acknowledgements

The authors thank the Ministry of Science and Technology, Taiwan (MOST 107-2410-H-182-003) for financial support for this study.

Citation

Liao, G.-Y., Huang, T.-L., Cheng, T.C.E. and Teng, C.-I. (2020), "Why future friends matter: impact of expectancy of relational growth on online gamer loyalty", Internet Research, Vol. 30 No. 5, pp. 1479-1501. https://doi.org/10.1108/INTR-08-2019-0342

Publisher

:

Emerald Publishing Limited

Copyright © 2020, Emerald Publishing Limited

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