The Influence Of College Students' MMO Game Motivation On Game Player's Loyalty:A Moderated Mediating Model

With the development and expansion of the online game market,the competition in the game industry is becoming increasingly fierce.How to retain users and make them loyal to a certain game is a matter of great concern to game operators nowadays.At the same time,in the process of game development,game addiction events are inevitably generated.As a prominent social problem,it repeatedly causes conflicts between the public and game companies.Even some people are skeptical about the rationality of the game industry.As a result,the industry is often criticized,resisted by the public and supervised by the government,which seriously hinders the development of the industry.At present,college students are the main people in the Internet age,and as a group with a dormitory-based group life background and a large amount of disposable entertainment time,the group plays a relatively high proportion of online games,and at the same time,because it is An important stage of forming values and outlook on life,therefore,the relationship between game motives of game players and game user loyalty and online game addiction tendencies will be of great significance to college education and game operators.This study takes the college students as the survey object,and discusses the relationship between MMO game motives,game user loyalty,online game addiction tendency and game-related social migration,and explores the relationship between them.Based on this,weconstructed a moderated mediation model to investigate the mediation role of online game addiction tendency and the moderation role of game-related social migration.This study used three mature scales,MMO Game Motivation Scale,Online Game Addiction Subscale and User Loyalty,which were used repeatedly in empirical research in China.Finally,SPSS 25.0,PROCESS and other statistical software and programs were used to analyze the data of 307 valid samples collected.After testing,this study draws the following main conclusions:(1)There were significant differences in gender and daily time consumption among the study variables.The results showed that the femalewas significantly lower than the male,and the individual spent more time each day,the motivations,the addiction tendency and loyalty showed stronger.(2)Social motivation and immersion motivation significantly positively affect loyalty.(3)Achievement motivation and immersion motivation significantly positively affect the addiction tendency.(4)The tendency of addiction has a significant positive impact on loyalty.(5)The addiction tendency plays a full intermediary role between achievement motivation and loyalty,and plays a partial intermediary role between immersion motivation and loyalty,and the direct effect is greater than the indirect effect.(6)Social migration moderates the relationship between achievement motivation,social motivation and addiction tendency.When the individual's social migration is higher and higher,the achievement motivation has a stronger predictive effect on the addiction tendency.The predictive effect of social motivation on the addiction tendency is only moderated under the condition of high social migration.That is,under the high social migration level,social motivation has a negative predictive effect on the addiction tendency.(7)Social migration moderates the mediating role of addiction tendencies.Specifically,as the individual's social migration increases,the mediating effect of addiction tendencies between achievement motivation and loyalty is stronger,but in the relationship between social motivation and loyalty,only under the high social migration,the mediating effect of addiction tendency is significant and negative.