초록

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Abstract ▼ AI-Helper

This study examines the effects of game players" interactions in the guilds of MMORPG (Massively Multiplayer Online Role-Playing Game) on the game loyalty based on social identity theory. It proposes a theoretical framework that describes the relations among players" interactions, social identities ...

This study examines the effects of game players" interactions in the guilds of MMORPG (Massively Multiplayer Online Role-Playing Game) on the game loyalty based on social identity theory. It proposes a theoretical framework that describes the relations among players" interactions, social identities (cognitive, affective, and evaluative identity), and their loyalty towads MMORPGs. The results show that the efficient interations among game players in the guilds of MMORPG increase the game players" loyalty towards games via their strengthened social identities. Among the three sub social identities, the evaluative identity appears to be the most significant components to influences the game players" loyalty. This study has a practical implication that it gives online game service providers with an effective guideline for developing a strategy to get more game players.

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