The Effect Of Gamer's Emotional Consumption Experience On Game Loyalty

In today's society,the interpersonal relationship in real life is gradually weakened.With the popularity and development of online games,more and more players are trying to find emotional sustenance from the game,so as to carry out emotional consumption behavior that can satisfy their own emotions.Based on the above background,this study proposes the following questions:Q1:What emotional consumption experiences do the player have when they are emotionally consuming in the game?Q2:What is the relationship between these emotional consumption experiences and the player's game loyalty?This study takes the players who consume for others in the game as the research object,and explores the emotional consumption experience dimension that may affect the player's game loyalty through in-depth interviews,finds the mediator variables(community identity and emotional value),and puts forward the corresponding research hypothesis and theoretical model.This study used questionnaires and data analysis methods to verify the influence of emotional consumption experience as a pre-dependent variable on game loyalty,and the mediating role of the player's social identity and emotional value through deep interviews.In this study,the SPSS and Amos software were used to verify the relationship between these variables by using the structural equation modeling method.Finally,constructive conclusions were drawn.Based on these conclusions,suggestions were provided for game operators and developers to better stimulate players' emotional consumption and loyalty in the game.The research proves that the emotional consumption experience of game players can be divided into sensory experience,emotional experience,related experience and hedonic experience.Among them,the player's related experience and hedonic experience positively affect the player's social identity and emotional value,and have a significant positive impact on the player's game loyalty through the player's social identity and emotional value.