Chapter IV- Data Analysis
4.8 Summary of Research Hypotheses Testing Results
Or
Loyalty = 0.263 + (0.911 * Satisfaction)
The regression coefficient for factor X is 0.911. Thus, from this result, we come to the conclusion that when a gamer is assessing his/her loyalty towards the game, the level of influence of gamer satisfaction is significantly high.
4.8 Summary of research hypotheses testing results
Table 4-23 Summary of Research Hypotheses Testing Results- Hypothesis 1
Research Hypotheses p-value Test Result Hypothesis 1: Gamers with different “demographic variables” and attractiveness of different attractiveness of game design elements have no significant relationship.
1-1 H0: Gamers with different “gender” and attractiveness of different attractiveness of game design elements have no significant relationship.
1-1-1 H0: Gamers with different “gender” and attractiveness of game design
element - “story” have no significant relationship. 0.358 Accept 1-1-2 H0: Gamers with different “gender” and attractiveness of game design
element - “visual presentation” have no significant relationship. 0.175 Accept 1-1-4 H0: Gamers with different “gender” and attractiveness of game design
element - “character settings” have no significant relationship. 0.968 Accept 1-1-5 H0: Gamers with different “gender” and attractiveness of game design
element - “control” have no significant relationship. 0.427 Accept 1-1-6 H0: Gamers with different “gender” and attractiveness of game design
element - “interaction” have no significant relationship. 0.433 Accept
1-2 H0: Gamers with different “age” and attractiveness of game design element have no significant relationship.
1-2-1 H0: Gamers with different “age” attractiveness of game design element -
“story” have no significant relationship. 0.635 Accept
1-2-2 H0: Gamers with different “age” and attractiveness of game design element -
“visual presentation” have no significant relationship. 0.686 Accept 1-2-4 H0: Gamers with different “age” and attractiveness of game design element -
“character settings” have no significant relationship. 0.791 Accept 1-2-5 H0: Gamers with different “age” and attractiveness of game design element -
“control” have no significant relationship. 0.496 Accept
1-2-6 H0: Gamers with different “age” and attractiveness of game design element -
“interaction” have no significant relationship. 0.328 Accept 1-3 H0: Gamers with different “monthly income” and attractiveness of game design element have no significant relationship.
1-3-1 H0: Gamers with different “monthly income” attractiveness of game design
element -“story” have no significant relationship. 0.280 Accept 1-3-2 H0: Gamers with different “monthly income” and attractiveness of game
design element -“visual presentation” have no significant relationship. 0.026 Reject 1-3-4 H0: Gamers with different “monthly income” and attractiveness of game
design element -“character settings” have no significant relationship. 0.962 Accept 1-3-5 H0: Gamers with different “monthly income” and attractiveness of game
design element -“control” have no significant relationship. 0.787 Accept 1-3-6 H0: Gamers with different “monthly income” and attractiveness of game
design element – “interaction” have no significant relationship. 0.045 Reject
Table 4-24 Summary of Research Hypotheses Testing Results- Hypothesis 2
Research Hypotheses p-value Test Result Hypothesis 2 H0: Gamers with different “demographic variables” and gamer satisfaction towards the game have no significant relationship.
2-1 H0: Gamers with different “gender” and the gamer satisfaction
towards the game have no significant relationship. 0.559 Accept
2-2 H0: Gamers with different “age” and the gamer satisfaction
towards the game have no significant relationship. 0.914 Accept
2-3 H0: Gamers with different “monthly income” and the gamer
satisfaction towards the game have no significant relationship. 0.108 Accept
Table 4-25 Summary of Research Hypotheses Testing Results- Hypothesis 3
Research Hypotheses p-value Test Result Hypothesis 3 H0: Gamers with different “demographic variables” and gamer loyalty towards the game have no significant relationship.
3-1 H0: Gamers with different “gender” and gamer loyalty towards the
game have no significant relationship. 0.953 Accept
3-2 H0: Gamers with different “age” and gamer loyalty towards the
game have no significant relationship. 0.808 Accept
3-3 H0: Gamers with different “monthly income” and gamer loyalty
towards the game have no significant relationship. 0.206 Accept
Table 4-26 Summary of Research Hypotheses Testing Results- Hypothesis 4
Research Hypotheses p-value Test Result Hypothesis 4 H0: Attractiveness of different attractiveness of game design elements and gamer satisfaction towards the game have no significant relationship.
4-1 H0: Attractiveness of game design element - “story” and gamer
satisfaction towards the game have no significant relationship. 0.000 Reject 4-2 H0: Attractiveness of game design element - “visual presentation”
and gamer satisfaction towards the game have no significant relationship. 0.000 Reject 4-4 H0: Attractiveness of game design element - “character settings”
and gamer satisfaction towards the game have no significant relationship. 0.000 Reject 4-5 H0: Attractiveness of game design element - “control” and gamer
satisfaction towards the game have no significant relationship. 0.202 Accept 4-6 H0: Attractiveness of game design element - “interaction” and
gamer satisfaction towards the game have no significant relationship. 0.000 Reject
Table 4-27 Summary of Research Hypotheses Testing Results- Hypothesis 5
Research Hypotheses p-value Test Result Hypothesis 5 H0: Gamer satisfaction towards the game and gamer loyalty has no significant relationship.
0.000 Reject
Chapter V Discussion
The primary goal of this study is to examine the relationship between F2P MMORPG’s perceived attractiveness of game design elements and gamer satisfaction &
loyalty; more importantly, to find out the relative importance of each of the design elements towards generating gamer loyalty. The research conclusion of this study and management application towards the F2P MMORPG game design companies is proposed according to the purpose of the study and results from data analysis. Finally, suggestions towards possible future research upon the subject matter are provided at the end of this section.
5.1 Conclusion
(1) Demographic variables vs. attractiveness of game design elements
Gamers’ demographic variable of “monthly income” is significantly related to the perception of attractiveness of game design element “visual presentation” and
“interaction”. For a F2P MMORPG’s design in “visual presentation”, the gamers falling in the income group of NT$20,000~$30,000 have the highest degree of perception level, then it’s the NT$30,001~$40,000 group, then less than NT$10,000 group, and lastly, the NT$10,001~$20,000 group. The order goes the same for “monthly income” and
“interaction”.
(2) Demographic variables vs. gamer satisfaction
No significant relationship is found between gamers with different demographic backgrounds and gamer satisfaction. In other words, the gamer satisfaction from playing a F2P MMORPG cannot be affected solely from demographic variables alone.
(3) Demographic variables vs. gamer loyalty
No significant relationship is found between gamers with different demographic backgrounds and gamer loyalty. In other words, the gamer loyalty from playing a F2P MMORPG cannot be affected solely from demographic variables alone.
(4) Attractiveness of game design elements vs. gamer satisfaction
After going through two rounds of factor analysis, this study sets the derived five factors of attractiveness of game design elements as the independent variables, and gamer satisfaction as the dependent variable to perform a regression analysis to examine the level of influence the defined constructs of attractiveness of game design element have on gamer satisfaction. The test result shows, the attractiveness of game design elements “story”, “visual presentation”, “character setting” and “interaction”
positively affects the level of “gamer satisfaction”. The predictive power of the defined attractiveness of game design element constructs towards the gamer satisfaction is 72.0%. In terms of relative importance, when a gamer is assessing their level of satisfaction towards a F2P MMORPG, the degree of influence of “interaction” design is the highest, then the “story” and “character setting”, and lastly, “visual presentation”.
(5) Gamer satisfaction vs. gamer loyalty
There is a significant relationship found between gamer satisfaction and gamer loyalty. The predictive power of gamer satisfaction on gamer loyalty is a high 74.2%.
Linking results from (4) and (5), we come to the conclusion that gamer loyalty is highly influenced by the level of gamer satisfaction, which can be largely explained (72.0%) by attractiveness of game design elements.
5.2 Suggestions & Managerial Implications
Enhance game design qualities (in the order of relative importance) of
“interaction”, “story”, “character setting”, and “visual presentation”.
From the test results of the study, it is revealed in the regression analysis that the attractiveness of game design element of “interaction” ranks first in importance in generating gamer satisfaction towards a game, then it’s the “story”, “character setting”, and lastly, “visual presentation”. Since the predictive power of the attractiveness of
game design element of “interaction” on satisfaction is so significantly high (38.9%), it should be noted as a heads up for the game development companies developing F2P MMORPGs.
This result seems to answer many players’ questions towards many of the developed P2P MMORPGs’ and F2P MMORPGs’ market performance. Prior studies have already came to the conclusion that famous P2P profit model game titles of “WoW”
and “Lineage Online” succeeded in generating tremendous amounts of profit not by visual effects or story or even control and balance, but that these games have great
“interaction” systems that makes interaction of players easy. Those are the people who play the game not only for the sole purpose of gaming, but also to communicate with other and establish their identities in the virtual worlds. It appears that same goes for F2P profit model games as well. Some of the most popular F2P MMORPGs such as
“Silk Road” and “Maple Stories” are two of the most obvious examples. Various game reviews stated that these two games offer only average storylines, visual presentations, sounds, control and interface, but yet so many gamers still keep loyal in these games and are willing to continually spend money to purchase virtual items. This is primarily due to the great community systems the games offered to the gamers that bonds them together. Once the players have found themselves bonded to a community, in forms of parties, colonies, and unions, those players often feel a higher level of engagement towards the games. Thus, if a F2P MMORPG developer is planning to design a new project, it seems shifting a bulk of resources to the design element of “interaction” is highly economical and profit-friendly.
According to the generally accepted stats provided by many gaming stats reviews, the age group 17~23 year-olds make up the core of gamers, which includes a big portion of ever-growing online gamers, especially in the genre of F2P MMORPG.
The research finding goes well with the stats in that we find out this age group of 17~23 year-olds also have the highest perception towards the attractiveness of game design element of “interaction”, further justifying the importance of “interaction” design in order to satisfy the gamers and eventually to create gamer loyalty.
The test result brings to light the underlying mechanics and the motivations for the gamers to participate and continue to participate in playing a F2P MMORPG. The
concept of stunning visuals and sounds applies to console gaming, but it does not seem to apply to this genre of gaming. Since the F2P MMORPG is the new cash cow for most of the game developers, as can be seen by their movements into this market, management in the department of game design should be careful on which aspect of game design factors she should focus on in order to avoid the situation of ineffective allocation of time and money.
In a real business world where resources are limited, management must be careful on where to put to resources to achieve highest results. This study provides some insights for the game design department management and the quality control management where to put their energy and resources in. Design of a good interaction platform for the gamers will be of the highest priority, followed by story design & script writing, character setting & balance, and visual presentation. Again, a good game is the game that keeps the players in playing the game. In order for F2P MMORPG companies to generate their biggest portion of revenue- the purchase of virtual items by the gamers- the gamers themselves must be both satisfied and loyal enough to use real currency to pay for these virtual items.
5.3 Suggestions on Future Research
Due to limited time, financial, and human capital resources, this study is limited in both the scale and depth of research. Therefore, there is still plenty of room for research in this field of study, especially on this relatively new and the most profit efficient form of online gaming- the F2P MMORPGs. The profit potential of this genre of gaming is so significant that researches in this field will no doubt thrive, and new models to explain and possibly predict the economic outcome of F2P MMORPGs. The following are suggestions for people who are interested in pursuing this topic to gain a deeper understanding of the mechanics of F2P MMORPG:
1. Since the research objects are selected solely in Taipei, future research can test whether different results will occur if tested in different cities in Taiwan, different regions, and even different countries.
2. Future research can try to seek for different design variables in testing the satisfaction towards F2P MMORPG. There are still numerous design elements in the making of a game, such as player control interface and innovative technology for in-game designs.
3. This study focuses solely on game design qualities, and the effects they generate on gamer satisfaction. Future research can use a different approach, such as marketing design, customer service design, website design, broadband stability …etc. to see if any significant findings can be found to contribute in areas other than the game itself in delivering a successful F2P MMORPG which gamers can truly appreciate.
5.4 Research Limitations
Due to the limited time, human & financial resources, the study has the following limitations:
1. Game titles were not asked in the questionnaire survey; therefore, there might be a possible bias if a big portion of players play the same game and answer specifically based on feelings toward the game
2. The study focuses on people who are gamers themselves, and those gamers have at least some online gaming experience; therefore, the non-gamers are not being considered or compared to in this research.
3. People’s purchasing behaviour change over time, and will be influenced by the environment. The results from the study might not be able to get into much insight when the variable of time and/or environment is taken into account.
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