Abstract
Positive user experience (UX) is considered to be one of the main predictors of users’ loyalty. In the context of Massively Online Battle Arena (MOBA) games, absorption & dissociation, immersion, presence, flow, and social play constitute a set of essential user experience (UX) facets. With an objective to determine to what extent the aforementioned UX dimensions contribute to MOBA games players’ continuance intentions, an empirical study was carried out. Participants in the study were randomly selected MOBA games players. Data were collected by means of an online post-use questionnaire. The psychometric features of the conceptual model that reflects an interplay of UX facets and players’ loyalty were examined by means of the partial least squares (PLS) structural equation modelling (SEM) technique. Implications for both researchers and practitioners are presented and discussed.
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