Impact of perceived value on casual mobile game loyalty: The moderating effect of intensity of playing

The retention rate of mobile game players is one of the subjects that spark most interest in the industry, as many abandon the games only a few hours after downloading them. This study examines the antecedents of loyalty towards mobile games from the perspective of perceived value and explores the m...

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Bibliographic Details
Published in:Journal of consumer behaviour 2020-09, Vol.19 (5), p.493-504
Main Authors: Molinillo, Sebastian, Japutra, Arnold, Liébana‐Cabanillas, Francisco
Format: Article
Language:English
Subjects:
Computer & video games
Enjoyment
Games
Loyalty
Usefulness
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