Why Do Players Stick to a Specific Online Game? The Users and Gratifications Perspective

Driven by the dominant Internet usage and the prospective profits from the game industry, especially from the thriving and robust free-to-play model of online games, there is a need to realize players’ behaviors. Playing online games is experienceoriented but rare studies further explore what reactions of initial (trial) experiences in game playing are and how they will further influence players’ behaviors. Uses and gratification theory can be seen in cases such as online games selection. Players select an online game not only to fit particular interests but also to attempt to show empowerment or other socially conscience motives. This study, therefore, seeks to explore the important antecedents (i.e. gratifications, presence, service mechanisms, and continuance motivation) of stickiness intention on the online game and examine the associated relationships among them. The implications of findings to both researchers and practitioners are also discussed.