Date of Publication

5-27-2023

Document Type

Bachelor's Thesis

Degree Name

Bachelor of Science in Business Management

Subject Categories

Other Business | Psychology

College

Ramon V. Del Rosario College of Business

Department/Unit

Decision Sciences and Innovation Dept

Honor/Award

Nominated for Best Thesis

Thesis Advisor

Ruth Cruz

Defense Panel Chair

Wilson Cordova
Jan Atendido

Defense Panel Member

Reinnite Madrid
Estephany Gerona

Abstract/Summary

With a highly competitive environment in the game industry brought about by the rise in developers and players worldwide, game companies are prompted to innovate on game elements that can retain and grow their player base. The study aimed to determine how Perceived Challenge (PC) and Needs Frustration (NF) can affect Gaming Loyalty (GL) if mediated by Gaming Motivation (GM). In order to do so, the research integrated a quantitative and correlational research design that adopted the scales of Denisova et al. (2019), Chen et al. (2014), Lafreniere et al. (2012), and Zeithaml et al. (1996). The use of descriptive statistics and structural equation modeling in the analysis of 402 responses rendered the following results: PC to GL (positive and significant), NF to GL (negative and significant), NF to GM (positive and significant), PC to GM (positive and significant), PC, GM, and NF to GL (positive and significant), GM partially mediates the associations between PC and GL, and NF and GL. Following the study’s findings, several implications and recommendations are made to support game companies in the innovation of game elements that incorporate the study’s variables, and for future research that can integrate qualitative methods and explore other variables that may be embedded in games to improve its layout and player base turnout.

Abstract Format

html

Language

English

Format

Electronic

Keywords

Video gamers—Psychology; Video games industry

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Embargo Period

4-23-2023

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