| Customer loyalty is defined as customer’s intention and behaviour of repeatedly using a certain product. Loyalty index plays the part of a quantitative indicator that measures loyalty. Game loyalty refers to players’ sustainable usage intention and behavior and strong preference to the games in which they participate.Video game transfer is the instant or delayed psychological and behavioral experience one may have in real life after playing video games, which is unconsciously or consciously influenced by contents in video games. This study, from the perspective of video game transfer phenomena, investigated video games loyalty on students and explored the mechanism of game loyalty.This study, adopted the method of random questionnaire,556 valid returns were received, discussed the relationship between video game transfer phenomena and game loyalty. Also, based on consumption value theory, it investigated the consumption value that video games transfer phenomena produced and the mechanism on how video games transfer phenomena affected game loyalty.This study first translated and revised video game transfer phenomena questionnaire and then explored its applicability in Chinese college students through the analysis of the reliability and validity, resulting a Chinese version of the video game transfer phenomena questionnaire, in which we examined video game transfer performance characteristics of Chinese college students. Second, based on the theory of consumption value, I assumed the effect of video game transfer phenomena on the game perceived value and perceived value as mediator between video game transfer phenomena and game loyalty. This study adopted reliability analysis, validity analysis, correlation analysis by SPSS20.0 and verified the structure of the questionnaire and the hypothesis model with confirmatory factor analysis to by AMOS 20.0. Finally, according to the result of verification of model and data analysis, this paper discussed the guidance for modern game industry, the limitations, the prospects and further hint for future game study.Results are as follows:(1) Video game transfer phenomena scale has good adaptability. Video game transfer phenomena include five dimensions:physical objects, day dreams, night dreams, sound and music and words and expressions. In this study, besides the sound and music, four dimensions have significant gender differences. Male participants score significantly higher than female ones.(2) The impacts of customer perceived value on game loyalty, listed from the most to the least affected, are emotional value, hedonic value, functional value, benefit value and social value. Male functional value is significantly higher than female. While there is no significant gender differences other dimensions.(3) The impact of video game transfer phenomena both acted directly and indirectly through emotional value and social values as mediators on game loyalty.(4) The impact of the five dimensions of video game transfer phenomena on loyalty respectively differs. Physical objects affect game loyalty through emotional value as a partial mediating effect; Day dreams affect game loyalty through emotional value and social value as full mediating effects; Sound and music affect game loyalty through social value and emotional value as partial mediating effects; Dreams and words and expressions affect game loyalty through social value as a full mediating effect. Mediating effects descend as:day dreams, sound and music, physical objects, words and expressions, night dreams.(5)The effects of video game transfer phenomena on game loyalty descend as:day dreams, sound and music, physical objects, words and expressions, night dreams. |
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