• https://www.sciencedirect.com/science/article/pii/S0268401221001328/pdfft?md5=2054a4faf628fb77c62977360959ee4b&pid=1-s2.0-S0268401221001328-main.pdf

Main Idea

• Media richness affects online gamer loyalty through its components(suggested by media richness theory (MRT)) and swift guanxi.
• Past studies have unidimensialnal models. Here, a full media richness dimensional model will be constructed.

Definition

• Swift guanxi
  • The quickly established interpersonal relationships perceived by participants in interactions when playing online games
  • Mutual understanding
    • Appreciation of one another’s needs
  • Reciprocal favor
    • Positive benefits accrued from helping gaming partners
  • Relationship harmony
    • Mutual respect and conflict avoidance among gaming partners
• Media richness
  • The communication channel’s ability to convey messages with rich information
  • Personal focus
    • The extent to which the media accommodate the customization of the message based on the situation or need of the receiver
  • Immediate feedback
    • How media enable users to rapidly respond to the messages they receive
  • Language variety
    • The scope of meanings the media can provide with a large pool of symbols
  • Multiple cues
    • The number of information channels for communication use
• Presence
  • The gamer’s perception of the immediacy, i.e., physical proximity, and intimacy, i.e., psychological closeness, with other gamers
  • Social presence
    • The gamer’s perception of closeness with gaming partners in the sense of human contact, personal warmth, and emotional sensitivity
  • Telepresence
    • The gamer’s perception of being present at gaming partners’ locations remote from their own location
• Interactivity
  • The degree to which gamers can act on one another through the communication medium and the messages, and the degree to which actions are synchronized
  • Two-way communication
    • The extent to which communication is reciprocal or functioning in two directions
  • Synchronicity
    • The degree to which the receiver can receive and respond to the message instantly
  • Active control
    • The user’s voluntary participation and instrumental influence in the communication process
• Online gamer loyalty
  • Continuance intention to play an online game

Model & Conclusion

• media richness is important for strengthening online gamer loyalty, but not all aspects of media richness are influential. Specifically, personal focus and immediate feedback are the two most influentialnaspects.
• our study built a comprehensive mechanism, i.e., how personal focus and immediate feedback influence loyalty by enhancing social presence, telepresence, two-way communication, synchronicity, and relationship harmony. That is, presence aspects, interactivity aspects, and relationship harmony should be key when designing and managing games.

Data collection, Measure, Analysis

Data collection

• online survey of online gamers in Taiwan

Measure