Impact of perceived value on casual mobile game loyalty: The moderating effect of intensity of playing

Abstract

The retention rate of mobile game players is one of the subjects that spark most interest in the industry, as many abandon the games only a few hours after downloading them. This study examines the antecedents of loyalty towards mobile games from the perspective of perceived value and explores the moderating effect of intensity of playing. The results revealed that hedonic value (i.e., perceived enjoyment and perceived attractiveness) and, to a lesser extent, utilitarian value (i.e., effort expectancy and perceived usefulness) are crucial in the loyalty that players feel towards mobile games. Intensity of playing weakens the relationship between perceived usefulness, perceived enjoyment and loyalty intention. Based on the findings, theoretical and practical implications are provided.

Exploring the mediating role of utilitarian value and hedonic value in the formation of oppositional loyalty in online communities

“…Third, we explore the formation mechanism of oppositional loyalty to provide a new perspective on how to inspire members' oppositional loyalty towards their community. Previous studies on loyalty have indicated that both hedonic value and utilitarian value can produce loyalty (Abuljadail & Ha, 2019;Molinillo et al, 2020;Sangkoy & Tielung, 2015), but our study shows that only hedonic value is the key cause of oppositional loyalty. Fourth, this article comprehensively surveys several types of online communities, generalizing the findings on oppositional loyalty.…”

“…Moreover, previous research has associated value with loyalty. Molinillo et al (2020) demonstrated that hedonic value and utilitarian value are crucial in building loyalty. Abuljadail and Ha (2019) pointed out that utilitarian content directly drives brand loyalty.…”

Perceived value of recommended product and consumer e-loyalty: an expectation confirmation perspective

“…Accordingly, e-tailers have focused on making products or services accessible to e-shoppers in real time (Qian et al, 2014;Akram et al, 2017). Essentially, e-shopper assertion, contentment and In line with empirical literature (Rajab et al, 2016;Fazal-e-hasan et al, 2018;Lin et al, 2020;Molinillo et al, 2020), PVrecP had a strong positive link with E-Loy (H1). Impliedly, the substantial positive PVrecP-E-Loy relationship signified that E-Loy was possible due to PVrecP.…”

Modeling Business Student Satisfaction: Utilitarian Value and Hedonic Value as Drivers of Satisfaction

“…The relationship between hedonic/utilitarian value and satisfaction has been shown to be moderated by a wide range of factors including demographic characteristics (Mosquera, Juaneda-Ayensa, Olarte-Pascual, and Pelegrín-Borondo (2018), product involvement (Lee & Kim, 2018), personality (Moon, 2016), and intensity of game playing (Molinillo, Japutra, and Liébana-Cabanillas (2020). In the current study, we propose a student's year in school may moderate how hedonic and utilitarian values impact student satisfaction.…”