Research On The Influence Of Online Game Community's Interaction On Player Loyalty

Since its development in 2000,China's online game has gradually matured its operating model and operating mechanism,becoming an emerging industry with good market prospects and a part of the creative cultural industry that China encourages and promotes.In recent years,the online game industry has developed rapidly.However,the growth rate of game users has dropped and the demographic dividend has plummeted.Online games have gradually become a Red Sea.In the face of increasingly fierce competition in the industry,how to continue to strengthen players' loyalty to online game and how to improve player stickiness are real problems that needs to be solved for game manufacturers.At the same time,the rapid development of the online game industry has also attracted widespread attention from scholars.Scholars at home and abroad have applied multidisciplinary knowledge such as sociology and psychology to study the intentions of online games and willingness to continue to use online games.Less,in view of this,this article intends to analyze the influencing mechanism of online game player loyalty from the perspective of the community and enrich theoretical research in the field of online games and marketing.This paper constructs a model of player loyalty influencing factors in the context of online game communities,and studies the influence of social interaction,subjective norms on player loyalty,and the mediating effects of community recognition.Considering that<Honor of Kings>is a popular explosion game on the market with high popularity and good starting rates,this article selects<Honor of Kings>as a research object and uses the SPSS and AMOS data analysis software to analyze the collected sample data.Empirical analysis.Firstly,conduct pre-study,using CITC analysis,alpha coefficient test and exploratory factor analysis to modify the questionnaire;then,conduct a formal survey,sampling a large sample with a revised formal questionnaire,and using AMOS to test and analyze the measurement model,structural model and mediate effect,etc.,in order to validate research hypotheses.The empirical analysis results show that,in the context of online game communities,instrumental interactions,interpersonal interactions,and subjective norms all have a significant positive effect on community identity;community identity has a significant positive effect on player loyalty;community identity plays a partial intermediary role between instrumental interactions and player loyalty,and plays a complete mediating role between interpersonal relationship interaction and player loyalty,subjective norms and player loyalty.The empirical analysis results are basically consistent with the assumptions.Based on the above research conclusions,this article proposes corresponding marketing suggestions for online game operators and suppliers.For example,focusing on community building,making full use of social media;strengthening the interactive environment of game communities,and improving the interaction mechanism of game platforms and social platforms;strengthening the guiding role of subjective norms,strengthening Word-of-mouth Marketing;helping players shape community identity,etc.We hope to provide reference for China's game operators to formulate development strategies and provide suggestions for the smooth flow of online game,to promote the development of China's game industry.