Research On The Effect Of Players’ Loyalty On Players’ Interaction In MMORPG

With the constant development of Internet technology, many industries that rely on itare developing at the same time, such as online games. In recent years, online games haveattracted a large number of players by its virtue of highly interactivity, artistry and realitywhich bringing online games operator and developer huge profits, according to thestatistic of iResearch Company, The market scale of online games has reached41.38billion in2011. Online gaming industry is not only faced fierce competition, but alsoserious development bottleneck, such as the homogenization of online games. With fiercecompetition and development bottleneck, the online game developers and operators needpay attention to keep player’s loyalty.This article’s research object is MMORPG,about the effect of players’ loyalty onplayers’ interaction, interactivity of online games brings players Flow Experience duringthe game, players who experience flow want to get this experience again,so they willcontinue to playing the game, and thus more loyalty to the game. Based on thecharacteristics of online games, we divise players’ interaction behavior into socialinteraction, human-computer interaction, battle interaction and information discussinginteraction,from the view of Flow experience, we will explore the effect of players’loyaltyon these four players’interactions.The research results show that: social interaction, human-computer interaction, battleinteraction and information discussing interaction have a significant positive impact onplayers’ loyalty; human-computer interaction, battle interaction and informationdiscussing interaction have a significant positive effect on flow experience; Flowexperience positively affect players’ loyalty; Flow experience has a partial mesomericeffect between human-computer interaction and players’ loyalty,so as informationdiscussing interaction; Flow experience has a fully mesomeric effect between battleinteraction and players’ loyalty; The killers’flow experience and loyalty is significantlydifferent about battle interaction.