| Title: | The Impact of Gamers’ Emotional Consumption Experience on Game Loyalty |
| Author: | Liu Xiao |
| Advisor: | Dr. Zhang Li |
| Degree: | Master of Business Administration |
| Major: | International Business Management |
| Faculty: | บัณฑิตวิทยาลัย (Graduate School) |
| Academic year: | 2568 (2025) |
| Published: | นำเสนอในที่ประชุมวิชาการ (Conference) The 18th National and International Academic Conference “Sustainable Horizon: Transforming Ideas into Impact” 6-7 August 2025 (pp.813-823) Click PDF |
Abstract
In the context of the rapidly evolving online gaming industry, emotional consumption behavior, such as gifting virtual items and engaging in social interactions, has become a central part of player experience and monetization strategies. However, the psychological mechanisms linking emotional consumption to player loyalty remain underexplored.
This study aimed to examine the impact of emotional consumption experience on game loyalty, and to test the mediating roles of social identity and emotional value. Emotional consumption experience was conceptualized in four dimensions: sensory experience, emotional experience, relational experience, and enjoyment experience.
A quantitative research method was employed using a structured questionnaire distributed to online game players in China. A total of 900 questionnaires were issued, and 468 valid responses were collected through simple random sampling. Data analysis was conducted using SPSS and AMOS, including reliability and validity testing, multiple regression analysis, and structural equation modeling (SEM).
The results indicate that emotional, relational, and enjoyment experiences have significant positive effects on game loyalty, while sensory experience does not. Both social identity and emotional value were found to partially mediate the relationship between emotional consumption experience and loyalty. These findings highlight the importance of emotional and social experiences in shaping long-term player engagement and provide new insights for both theoretical research and practical game design.
Keywords: emotional consumption experience, emotional value, social identity, game loyalty
6317195002 Liu Xiao, 2568 (2025). Advisor: Dr. Zhang Li, สารนิพนธ์ (Independent Study), The Impact of Gamers’ Emotional Consumption Experience on Game Loyalty, นำเสนอในที่ประชุมวิชาการ (Conference), The 18th National and International Academic Conference 2025, ปริญญาโท (Master’s Degree), บัณฑิตวิทยาลัย (Graduate School), Master of Business Administration, International Business Management, Siam University, Bangkok, Thailand – มหาวิทยาลัยสยาม กรุงเทพมหานคร ประเทศไทย
