Abstract
The popularity of multiplayer online battle arena games is closely linked to customer engagement. The purpose is to investigate the influences that individual motivators and environmental antecedents have upon customer engagement and continuous playing games intention, and compare the impacts between playing Multiplayer online battle arena games on personal computers and on mobile phones. A Triadic reciprocal determinism framework was developed to explain the relationship among individual motivator (flow experience), environmental antecedents (technical features and social interaction), individual behavior (continuous playing games intention), and customer engagement within multiplayer online battle arena gaming settings. Altogether 531 questionnaires from multiplayer online battle arena players were collected. Structural equation modeling with Smart-partial least squares was used to evaluate the research model. The findings suggest that the influence of flow experience on customer engagement in personal computers gaming is more significant than that in mobile gaming, while the effects of perceived ease of use and offline social interaction on customer engagement in mobile gaming are comparatively higher. This study indicates the importance of flow experience, perceived control, perceived ease of use, and social interaction in the Multiplayer online battle arena gaming development and the prosperity for better customers engaged, and to enhance customer experience.
Highlights
With the current development of information technology, video gaming has become one of the most popular recreational activities worldwide [63]
To offset the deficiency of these two aspects, and in the view of Triadic reciprocal determinism and customer engagement, we developed a framework to explain the relationship of individual motivator, environmental factors, customer engagement, and individual behavior in the Multiplayer Online Battle Arena (MOBA) gaming setting
Customer engagement in the examined MOBA games positively relates to continuous playing games intention
Summary
With the current development of information technology, video gaming has become one of the most popular recreational activities worldwide [63]. League of Legends (LOL) and Arena of Valor are both very popular MOBA games in China The former has more than 100 million active users each month (site 1), and the latter becomes one of the most downloaded mobile games in the world (site 2). Gamers can communicate with other teammates/competitors by using personal computers (PC), mobile phones, or tablet PCs offline or online They may transfer real-life social relationships into task cooperation and communication in the games. As these games are immersive and interactive, players can often lose track of time, and winning such games brings a sense of accomplishment Owing to these features, most of operations and marketing strategies recently are proposed to focus on how to improve the gamers engagement to specific game activities in the online game field. We attempt to introduce customer engagement into the MOBA game field to explore how to improve customer engagement in game playing
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