The Effect of Interactivity, Trust, Switching Cost on Onlinc Game Loyalty

상호작용성, 신뢰, 전환비용이 온라인 게임 애호도에 미치는 영향

The purpose of this study is to explain the effect of interactivity, trust, switching cost on online game loyalty. It is important to explain the effect of interactivity on online game loyalty. It is assumed that the interactivity, trust, and switching cost would affect the online game loyalty positively. The empirical results have indicated that the interactivity has a positive affect on the online game loyalty, also it show the trust and switching cost have significant effect on the online game loyalty. Theoretical and managerial implications of these results are discussed. Also, limitation of this study and future research areas are proposed.