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. 2024 May 17;10(10):e31324.
doi: 10.1016/j.heliyon.2024.e31324. eCollection 2024 May 30.

The influencing factors of game brand loyalty

Xuanze Zhao  1   2 , Toonghai Sam  2 , Xia Zhang  1 , Yujia Liu  1
Affiliations

The influencing factors of game brand loyalty

Xuanze Zhao et al. Heliyon. .

Abstract

Our research aims to investigate the impact mechanism of brand loyalty among gamers during the gaming process within the framework of brand loyalty theory and cognitive theory. We surveyed game players from Zhejiang Province, China. The research methods include a questionnaire survey and structural equation modelling. Results show that game experience, interaction, and impression are positively correlated with game trust, while game trust is positively correlated with game brand loyalty. Game trust, as a mediator variable, plays a complete mediation role. The clustering results of player gender and age as moderating effects are not significant. Based on the analysis results, we have suggested corresponding policy recommendations and reflections. Our research contributes to the analysation of impact mechanism of brand loyalty during the gaming process through the establishment of a structural equation model and provides suggestions and reflections on the development of the gaming industry.

Keywords: Brand loyalty; Experience; Impression; Interaction; Trust.

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Conflict of interest statement

The authors declare the following financial interests/personal relationships which may be considered as potential competing interests: Zhao Xuanze reports financial support was provided by Zhejiang Cultural and Creative Industry Association.

Figures

Figure 1
Figure 1
Game Brand Loyalty Research Model.
Figure 2
Figure 2
A Structural Equation Model of Game Brand Loyalty.
Figure 3
Figure 3
Mediation Effect Test Path Relationship Diagram.
See this image and copyright information in PMC

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