Abstract
AbstractIndia has become one of the world's largest gaming destinations, and in the last few years, the rapid rise of online gaming has led to the domination of fantasy sports gaming platforms. Very little is understood about how users on fantasy sports gaming platforms perceive and approach giving and what essentially matters to users before selecting or engaging with such fantasy sports gaming platforms. This study aims to predict user loyalty and repeat intention to donate towards fantasy sports gaming platforms by examining philanthropic actions, well‐being (WB) and flow experience (FE). A large‐scale research study on 2091 samples was undertaken by adopting three‐fold SEM‐ANN‐NCA (structural equation modeling‐artificial neural network‐necessary condition analysis) for establishing and empirically testing a comprehensive model by integrating philanthropic actions, WB and FE to predict user loyalty and repeat intention to donate towards online fantasy sports gaming platforms. The findings add depth to our understanding of philanthropic actions linked to fantasy sports gaming platforms and users' loyalty and donation intentions towards such platforms. The results of ANN indicated the normalized importance of the predictors of user loyalty and found that philanthropic action was the strongest predictor. Likewise, philanthropic actions, WB, and FE were necessary conditions (must‐have) to determine user loyalty during NCA. The findings would provide invaluable intelligence to fantasy gaming companies to oversee critical philanthropic decisions proficiently. In addition, the results would provide valuable insights to decision‐makers in philanthropic foundations and other entities, such as practitioners and online fantasy gaming companies, to devise effective marketing strategies to gauge user loyalty and shape donation intentions.
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