临场感对网络游戏用户忠诚度的影响探究——基于心流体验的中介模型  

The Effect Of Presence on Online Game User Loyalty:An Intermediary Model Based on Flow Experience

作　　者：朱晓霞[1] 肖群[2] 黄春林 董学倩 ZHU Xiaoxia;XIAO Qun;HUANG Chunlin;DONG Xueqian(Finance and Economics College,Jimei University,Xiamen Fujian 361021,China;Business school,Yunnan University of Finance and Economics,Kunming Yunnan 650221,China)

机构地区：[1]集美大学财经学院,福建厦门361021 [2]云南财经大学商学院,云南昆明650221

出　　处：《太原师范学院学报（自然科学版）》2023年第4期19-24,共6页Journal of Taiyuan Normal University:Natural Science Edition

基　　金：国家自然科学基金项目地区基金(71762031)。

摘　　要：近年来,网络游戏行业快速发展,市场竞争愈加激烈,如何提升用户忠诚度,成为各大游戏厂商和运营商的难题.为解决上述问题,本文基于临场感和心流理论,以物理临场感、社会临场感为自变量,心流体验(感知享受、专注、感知控制)为中介变量,网络游戏用户忠诚度为因变量,探究临场感、心流与用户忠诚度之间的影响机制.In recent years,the online gaming industry has experienced rapid growth and intense market competition.Enhancing user loyalty has become a challenging issue for game developers and operators.To address this problem,this study investigates the impact mechanism between immersion,flow,and user loyalty based on the theory of presence and flow.Physical presence and social presence are independent variables,flow experience(perceived enjoyment,concentration,perceived control)is the mediating variable,and user loyalty is the dependent variable.

关 键 词：网络游戏用户忠诚度 物理临场感 社会临场感 心流体验 

分 类 号：F224.9[经济管理—国民经济]