Casual Game Customer Life Cycle At Different Stages Of Loyalty Empirical Study

Leisure category online games became the shining point of the online game industry in China. Based on reviews of previous literatures and information collection, this dissertation tried to find out the key factors of online game loyalty by statistical analysis and empirical research. It might be helpful for game operators to understand loyalty of online game player, and then establish marketing strategy.According to the Customer Loyalty Theory and Customer Lifetime Theory, the dissertation constructed a model of factors influencing online game loyalty to test. The model covered several core factors of Customer Loyalty such as Customer Perceived Value, Customer Satisfaction, Trust, Switching cost, and Lifetime Periods of Consumer was used as moderator variable.The dissertation did exploratory factor analysis for 48 pre-testing questionnaires and formed the final questionnaires according to analysis of reliability and validity. Based on the data of 192 final questionnaires, this dissertation did research on sample characteristic, Liner Regression Analysis, Liner Regression Analysis with moderator variable and Analysis of Variances.The main contributions of this dissertation are:(1) List the factors that influence online game loyalty and their weightiness. Factors that influence Loyalty include Satisfaction, Trust and Switching Cost.Interface Design, Reputation, Game rules, Game World, Service Rreliability, Service Empathy and Virtual Community influence Satisfaction. Trust is influenced by Satisfaction and Virtual Community.(2) Identify the characteristics of groups which are considered by period. Customers at confusing stage have lower score on on most of the facotors suchas difficulty and responsiveness.Customers at excited stage have higher score on factors than previous stage. Customers at maturation stage have higher score on most of the facotors such as Virtual Community and Reputation.(3) Summarize the driven factors of relationship in different periods.For confusing stages, the driving factors of relationship include Interface Design, Service Rreliability and Virtual Community; for excited stages, the factors include Reputation, Game World, Virtual Community and Service Empathy.