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 impa...

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Autores principales:	Kang,Kai, Lu,Jinxuan, Guo,Lingyun, Zhao,Jing
Lenguaje:	English
Publicado:	Universidad de Talca 2020
Materias:	Customer engagement Flow experience Perceived control Perceived ease of use Social interaction Triadic reciprocal determinism Multiplayer online battle arena (MOBA) games
Acceso en línea:	http://www.scielo.cl/scielo.php?script=sci_arttext&pid=S0718-18762020000200106
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spelling	oai:scielo:S0718-187620200002001062019-12-17How to Improve Customer Engagement: A Comparison of Playing Games on Personal Computers and on Mobile PhonesKang,KaiLu,JinxuanGuo,LingyunZhao,Jing Customer engagement Flow experience Perceived control Perceived ease of use Social interaction Triadic reciprocal determinism Multiplayer online battle arena (MOBA) games 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.info:eu-repo/semantics/openAccessUniversidad de TalcaJournal of theoretical and applied electronic commerce research v.15 n.2 20202020-05-01text/htmlhttp://www.scielo.cl/scielo.php?script=sci_arttext&pid=S0718-18762020000200106en10.4067/S0718-18762020000200106
institution	Scielo Chile
collection	Scielo Chile
language	English
topic	Customer engagement Flow experience Perceived control Perceived ease of use Social interaction Triadic reciprocal determinism Multiplayer online battle arena (MOBA) games
spellingShingle	Customer engagement Flow experience Perceived control Perceived ease of use Social interaction Triadic reciprocal determinism Multiplayer online battle arena (MOBA) games Kang,Kai Lu,Jinxuan Guo,Lingyun Zhao,Jing How to Improve Customer Engagement: A Comparison of Playing Games on Personal Computers and on Mobile Phones
description	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.
author	Kang,Kai Lu,Jinxuan Guo,Lingyun Zhao,Jing
author_facet	Kang,Kai Lu,Jinxuan Guo,Lingyun Zhao,Jing
author_sort	Kang,Kai
title	How to Improve Customer Engagement: A Comparison of Playing Games on Personal Computers and on Mobile Phones
title_short	How to Improve Customer Engagement: A Comparison of Playing Games on Personal Computers and on Mobile Phones
title_full	How to Improve Customer Engagement: A Comparison of Playing Games on Personal Computers and on Mobile Phones
title_fullStr	How to Improve Customer Engagement: A Comparison of Playing Games on Personal Computers and on Mobile Phones
title_full_unstemmed	How to Improve Customer Engagement: A Comparison of Playing Games on Personal Computers and on Mobile Phones
title_sort	how to improve customer engagement: a comparison of playing games on personal computers and on mobile phones
publisher	Universidad de Talca
publishDate	2020
url	http://www.scielo.cl/scielo.php?script=sci_arttext&pid=S0718-18762020000200106
work_keys_str_mv	AT kangkai howtoimprovecustomerengagementacomparisonofplayinggamesonpersonalcomputersandonmobilephones AT lujinxuan howtoimprovecustomerengagementacomparisonofplayinggamesonpersonalcomputersandonmobilephones AT guolingyun howtoimprovecustomerengagementacomparisonofplayinggamesonpersonalcomputersandonmobilephones AT zhaojing howtoimprovecustomerengagementacomparisonofplayinggamesonpersonalcomputersandonmobilephones
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How to Improve Customer Engagement: A Comparison of Playing Games on Personal Computers and on Mobile Phones

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