Study on the influence factors of college students' loyalty in PUBG game

Abstract

In view of the consumption potential of students to the game, the survey collected 119 validated questionnaires by questionnaires method to explore the influences of game loyalty. The results show that the consumer's social experience and the operator's game design are both promoting their loyalty. Among them, trust has some intermediary effect on the influence of game design and social experience on game loyalty. In addition, gender plays a significant role in the relationship between trust and loyalty, that is, the more the trust of women in teammates and game operators, the more their loyalty on the game. Furthermore, women have a stronger influence on this aspect than men.