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Be loyal but not addicted: Effect of online game social migration on game loyalty and addiction

Author:  HUA WEI¡¢NA WU¡¢WANG TAO*(Professor, Department of Marketing and Tourisum Management)¡¢ZONGKUI ZHOU¡¢NAN CUI¡¢LAN XU¡¢XUE YANG
Publication:  Journal of Consumer Behaviour(16)£º343¨C351 ¡¡¡¡DOI: 10.1002/cb.1637£¬May 2017
Abstract:  To increase game loyalty but decrease game addiction, this study examines online game social migration and tests the mediating effects of offline social value and maladaptive cognition on the basis of the theory of consumption value and the cognitive behavioral model of pathological Internet use. The results are as follows: (i) Overall, online game social migration is associated with greater game loyalty and less game addiction; (ii) The positive association between online game social migration and game loyalty was mediated by offline social value; and (iii) Online game social migration is associated with lower game addiction. This paper provides a new perspective (taking into account both business interests and players' psychological health) for online game research and also offers practical guidance for cooperation between game companies and the public.

¡¾Keywords¡¿PATHOLOGICAL INTERNET USE; MALADAPTIVE COGNITIONS; CHINESE ADOLESCENTS; OFFLINE; PLAY; SATISFACTION; SUPPORT; MODEL; RISK