How to Improve Customer Engagement: A Comparison of Playing Games on Personal Computers and on Mobile Phones

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.

The Impact of Self-Efficacy and Perceived Value on Customer Engagement under Live Streaming Commerce Environment

“…Scholars have conducted empirical research on the influencing factors of customer participation behavior in the e-commerce and social business environment from different perspectives, showing that customer participation is a combination of internal and external factors. Inner driving factors mainly refer to the internal characteristics of customers, including cognition [5,41], motivation [8,39], trust [39,42], values [43], emotion [5,41], self-efficacy [18], and flow experience [44]; external driving factors are mainly composed of technical features and environmental factors, including perceived control [44], perceived value [6,42], relational establishment [37], technical characteristics [45], social support and community identification [46], relational bonds [1], and social interaction [44]. It can be known from the literature that scholars have begun to pay attention to customer engagement behavior in the live streaming commerce environment, confirming the influence of relationship bonding and emotional commitment [1], consumption motivation [7], and trust [42] on customer participation.…”

How to generate customer and firm benefits through online game product and brand community engagement – online and offline perspectives

“…Flow was measured using three items adapted from Shin and Shin (2011). Social interaction was measured using a three-item scale adapted from Kang et al (2020). Online game product engagement was measured using a four-item scale developed by Kang et al (2020).…”

“…Game product engagement (Kang et al , 2020) and brand community engagement (Hsu et al , 2012; Jin et al , 2017) have received considerable attention from scholars. Customers’ online game product engagement and online brand community engagement are inseparable.…”

Youth and Multiplayer Mobile Games Adoption

“…In the context of mobile gaming the important antecedents for user's intention to download a game were identified as perceived value, content quality, emotions and demographics (Su, et al, 2016). The recent research work on the multiplayer mobile games suggest that flow experience, perceived control, perceived ease of use and socialisation are important factors in customer engagement to enhance their experience (Kai Kang, et. al., 2019).…”