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Each data collection approach consists of two phases to overcome method bias. This study adopted structural equation modeling to analyze the data.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-heading\">Findings<\/jats:title><jats:p>The results focusing on popular massively multiplayer online role\u2010playing games reveal that players' sense of control, perceived entertainment, and challenge affect their loyalty toward an online game. Conversely, sociality and interactivity produce negligible effects on loyalty.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-heading\">Practical implications<\/jats:title><jats:p>First, game designers may strengthen gamers' sense of control and challenge by adding more status information, gaming options, or through the designed system of goals and achievements. Second, the entertaining nature of online gaming suggests greater demand for content design, and points to the direction of mobile gaming. Third, considering the recent growth of online social network services, consumers regard online games as lower priority when prompted by socially related motives. Additionally, people mostly reckon online relationships as virtual and not gratifying real\u2010world social needs.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-heading\">Originality\/value<\/jats:title><jats:p>In view of the prevalence of computer and Internet usage, online gaming research should shift more focus toward the non\u2010technological aspects of gaming. This paper is one of the few studies that examine online game loyalty from the non\u2010technological aspects while adopting a multi\u2010disciplinary approach based on theoretical parsimony.<\/jats:p><\/jats:sec>","DOI":"10.1108\/10662241111176380","type":"journal-article","created":{"date-parts":[[2011,10,22]],"date-time":"2011-10-22T07:03:45Z","timestamp":1319267025000},"page":"581-598","source":"Crossref","is-referenced-by-count":109,"title":["Predicting online game loyalty based on need gratification and experiential motives"],"prefix":"10.1108","volume":"21","author":[{"given":"Lan\u2010Ying","family":"Huang","sequence":"first","affiliation":[]},{"given":"Ying\u2010Jiun","family":"Hsieh","sequence":"additional","affiliation":[]}],"member":"140","reference":[{"key":"key2022030820170062100_b1","doi-asserted-by":"crossref","unstructured":"Ajzen, I. 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