UNDERSTANDING VIRTUAL REALITY GAME PLAYERS’ SATISFACTION, LOYALTY, AND EXPERIENCE VALUE: A CASE STUDY OF THE BEATSABER

Abstract

In recent years, the emergence of VR technology provides game players immersive experience in a 3D virtual world. This study investigated virtual reality gamers’ experience value, customer satisfaction, and customer loyalty in China with online questionnaires. A total of 383 valid questionnaires were collected and which were analyzed by factor analysis and reliability analysis. The results show that the experience value of VR game players has a positive and significant impact on both customer satisfaction and customer loyalty. In addition, customer satisfaction has a positive and significant influence on customer loyalty. Furthermore, there are significant differences in players’ experience value among different genders. Therefore, it is suggested that when designing games or VR products, the gamming industry should consider the differences in the intrinsic factors of customer experience value between male and female to achieve the goal of improving customer’s satisfaction and their loyalty.