The Impact Of Perceived Luckiness On Game Enjoyment And Brand Love

With the popularity of video games around the world,the global game market and the number of game players have been growing rapidly.A myriad of game brands integrate lucky elements into video games.Lucky draw has become one of the most common elements of game design and sparks great interests and involvement among players.This study explores the interplay of lucky cues and game types on players’ love for game brands.The results suggest an interaction effect between lucky cue（salient vs.control）and game types（competition vs.simulation）on brand love.In competition games,lucky cue significantly reduces game enjoyment of players than without lucky cue.In contrast,in simulation games,lucky cue increases game enjoyment than without lucky cue.Further mediation analysis reveals that game enjoyment mediates the impact of lucky cues on brand love for simulation games.However,the mediating role of game enjoyment is not significant for competition games.The current study makes a couple of theoretical contributions: Firstly,it enriches literature on consumers’ luck perception and its impact on brand love in the context of playing video games;Second,it expands game player motivation research;Finally,it uncovers the moderation effect of game types on the impact of lucky cue on brand love.In practice,the current research enlightens game brands about the possible negative outcomes of overemphasizing players’ luckiness.It is necessary for gaming brands to take game types into consideration,analyze player motivation and needs,then conduct luck designs to effectively enhance players’ enjoyment and brand love,in order to achieve long-term development.