IDEAS home Printed from https://ideas.repec.org/a/inm/orserv/v4y2012i3p183-194.html

How Can Achievement Induce Loyalty? A Combination of the Goal-Setting Theory and Flow Theory Perspectives

Author

Listed:
  • Ching-I Teng

    (Graduate Institute of Business and Management, Chang Gung University, Gueishan, Taoyuan 333, Taiwan)

  • Shao-Kang Lo

    (Department of International Trade, Chinese Culture University, Yang-Ming-Shan, Taipei 11114, Taiwan)

  • Yi-Jhen Li

    (Department of Industrial and Business Management, Chang Gung University, Gueishan, Taoyuan 333, Taiwan)

Abstract

The motivation theory has identified achievement as a critical factor for online game play. However, how achievement induces gamer loyalty (the intention to play a certain game continuously) has not been explored. This study thus used the goal-setting theory to identify two achievement-related motivators: achievement striving (desire for achievements) and competence (confidence at obtaining achievements). Moreover, flow theory was used to develop hypotheses on how achievement striving and competence induce gamer loyalty. Based on the responses from 994 online gamers, our results indicate that achievement striving and competence among gamers are positively related to skill and perceived challenge. Additionally, skill and perceived challenge are positively related to flow, and flow is positively related to gamer loyalty. We recommend that game providers target individuals who are high in achievement striving and competence, or increase gamer desire for those motivators at obtaining achievements, in order to construct a loyal gamer base.

Suggested Citation

  • Ching-I Teng & Shao-Kang Lo & Yi-Jhen Li, 2012. "How Can Achievement Induce Loyalty? A Combination of the Goal-Setting Theory and Flow Theory Perspectives," Service Science, INFORMS, vol. 4(3), pages 183-194, September.
    • Handle: RePEc:inm:orserv:v:4:y:2012:i:3:p:183-194
    DOI: 10.1287/serv.1120.0016
    as

    Download full text from publisher

    File URL: http://dx.doi.org/10.1287/serv.1120.0016
    Download Restriction: no
    File URL: https://libkey.io/10.1287/serv.1120.0016?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    More about this item

    Keywords

    ;
    ;
    ;
    ;
    ;
    ;
    ;
    ;
    ;

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:inm:orserv:v:4:y:2012:i:3:p:183-194. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Chris Asher (email available below). General contact details of provider: https://edirc.repec.org/data/inforea.html .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.