Determinants of Online Game Player Loyalty Among Millennials

dc.contributor.author	Yeo, Sook Fern
dc.contributor.author	Tan, Cheng Ling
dc.contributor.author	Tan, Wei Sheng
dc.date.accessioned	2024-03-25T05:39:33Z
dc.date.available	2024-03-25T05:39:33Z
dc.date.issued	2022-01-20
dc.identifier.issn	1511-2802
dc.identifier.uri	http://dspace.daffodilvarsity.edu.bd:8080/handle/123456789/11804
dc.description.abstract	Online game loyalty has become a concern for many companies and game developers since the high competition in the gaming industry. This study aims to determine the influencing factors of online game loyalty. The questionnaires were distributed to 350 respondents using a purposive sampling technique, but only 173 were usable for further analysis. The study finds that social, game challenge, price, and game design factors are the determinants affecting customers’ online game loyalty. The study findings contribute to everyone, such as game developers and marketers. Game developers need to consider these factors to create a competitive edge in this multi-million-dollar industry.	en_US
dc.language.iso	en_US	en_US
dc.publisher	Daffodil International University	en_US
dc.subject	Game player	en_US
dc.subject	Gaming industry	en_US
dc.title	Determinants of Online Game Player Loyalty Among Millennials	en_US
dc.title.alternative	A PLS-SEM Approach	en_US
dc.type	Article	en_US