The New Trend of Web Games In Vietnamese Online Game Industry
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Publication date: February 2013
ISBN: 9781456612856
Digital Book format: PDF (DRM-Free)
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The concept of e-loyalty is always understood as the loyalty to a web site only. However, when being applied to the online game industry, it does not seem to be well explained by all necessary components, since the website is not the only platform for online interactions between buyers and sellers. In online game industry, the game-client is the one where most online activities take place.
In addition, the new trend of web games in Vietnamese online game industry these periods have created new opportunities for game developers, and also demands for marketers to better understand and manage marketing activities regarding web games. As the result, the concept of e-loyalty should be put under consideration.
Therefore, this study aims to investigate the creation of e-loyalty in the online gaming context. A model created by Semejin, van Riel, van Birgelen and Streukens, called: "E-services and offline fulfilment: How e-loyalty is created" was applied. Hypotheses were proposed to test the relationships between variables.
In order to analyse and test, the author has conducted electronic questionnaires, focusing on online gamers and structured telephone interviews focusing on game producers. In order to evaluate the findings, statistical tools such as: the Cronbach's alpha, Pearson's correlation analysis and Regression analysis were used.
Results of the questionnaire illustrate positive relationships between the variables, but failed to identify which of the variables contribute the most to the creation of e-loyalty. This issue was overcome through findings from the interviews. Furthermore, interview's findings also clarify knowledge of Vietnamese's game producers and their adopted strategies to maintain e-loyalty. Most importantly, it suggested a contradict view of online components that help creating e-loyalty, that proposed components by the authors might not be adequate.
Being the first study in the industry that evaluates the concept of e-loyalty, this study will become a valuable source for future studies. Moreover, the interesting view of online components contributing in the creation of e-loyalty will need to be considered and clarified in future researches
