2. Modify literature review (Version 2)
3. Redefine loyalty logic
- Loyalty => Service loyalty => Gamer loyalty
- Loyalty has several types: brand loyalty, vendor loyalty, store loyalty, service loyalty and etc.
- Service definition: Service loyalty is the degree to which a customer exhibits repeat purchasing behavior from a service provider, possess a positive attitudinal disposition toward the provider, and considers using only this provider when a need for this service arises.
- Service loyalty has a good fit for online game. Because online game are primary experience goods.
- World of Warcraft is the most popular online game.
- In past loyalty research, researchers analyze behavior and attitude of real people by questionnaire. But it is a expensive method for online game companies. Online game companies own gamers' playing data. If we can analyze in-gaming data to get useful information. It would be a cheap method. Therefore, we try to use social networks to analyze gamers' behavior to find what factors affect gamer loyalty.
- In my thesis, there is a assumption for grouping behavior. The rule of grouping behavior is that guild members need staying in the same location and at the same time.
- Hence, the limitation of our data is focused on guild gamers.
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