Online Game and Social Identity: An Empirical study
Online games have created business for electronic commerce managers and change our life. Since online gamers frequently switch between games. Online gamers often participate in teams also. In this study, we develop the research framework via the social identity theory. We collected data from college students who play online games. Results suggests that social identity has impact to online gamers behaviors. We also found that online gamers behaviors explains the loyalty to online games.
Keywords - Online Games, Social Identity Theory, Flow, Game Loyalty.