Factors Affecting Expectancy for Character Growth in Online Games and Their Effect on Gamers’ Loyalty

This study aims to understand the effect of expectancy for character growth (learning, novelty, escapism, enjoyment, social value, audio-visual value, and value for money) on online games towards online gamer loyalty. This quantitative research uses a purposive sampling method with a sample of 375 respondents. The data were processed using the Structural Equation Modeling (SEM) method. The results showed that learning, escapism, audio-visual value, and value for money have a positive effect on expectancy for character growth. However, novelty, enjoyment, and social value do not have an effect on expectancy for character growth. Furthermore, expectancy for character growth has a positive effect on online gamer loyalty. Therefore, game developers need to know the fantasy of gamers, improve the quality of graphics, and provide discounts to increase gamers’ loyalty