THE INFLUENCE OF SOCIALITY, ENTERTAINMENT, ENJOYMENT, AND PERCEIVED RISK ON LOYALTY IN PERFECT WORD PRIVATE SERVER ONLINE GAMES MEDIATED BY FLOW EXPERIENCE

Title: THE INFLUENCE OF SOCIALITY, ENTERTAINMENT, ENJOYMENT, AND PERCEIVED RISK ON LOYALTY IN PERFECT WORD PRIVATE SERVER ONLINE GAMES MEDIATED BY FLOW EXPERIENCE

Author: MUFASSIR HASRAN

Item Type : Thesis (Thesis)

Affiliations: Master of Management Science Study Program, Faculty of Economics and Business, Universitas Airlangga , Surabaya, Indonesia

Publisher: Universitas Airlangga

Abstract

Massive online games are very popular, giving rise to a lot of duplication in the form of private servers run by individuals. However, the instability of private servers causes frequent closures of these servers, but consumers who play private server games remain loyal when there is a new online private server game that is the same as previously published. The aim of this research is to test and analyze the influence of sociality, entertainment, enjoyment, flow experience, perceived risk on the loyalty of Perfect World private server online game players. This research uses a quantitative approach by collecting data using an online questionnaire. The sample for this research is the players of the online private server game Perfect World who have made donations with a sample size of 145 people. The data analysis technique uses SEM with AMOS (Analysis of Moment Structures) software 21. The research results show that sociality has no influence on loyalty, sociality has a positive and significant influence on flow experience, entertainment has a positive and significant influence on loyalty, enjoyment has a positive and significant influence on loyalty, enjoyment has a positive and significant effect on flow experience, flow experience has a positive and significant effect on loyalty, perceived risk has a negative and significant effect on loyalty, flow experience fully mediates the relationship between sociality and loyalty, flow experience does not mediate the relationship between enjoyment and loyalty.

Keywords: Sociality, Entertainment, Enjoyment, Flow Experience, Perceived Risk, Loyalty

Sources: http://repository.unair.ac.id/70377/