The effect of flow experience on player loyalty in mobile game application

Mobile gaming is an emerging with highly competitive industry. There are hundreds of games launched per day in the past two years. To understand whether factors influence the player loyalty (PL) of game users through flow experience, this study tested the proposed hypothesis by administering a questionnaire survey on the mobile game application "Tower of Saviors". A structural equation modelling analysis and the FsQCA method were adopted to explore the survey responses of 394 players who were recruited for this study. According to the empirical study results, human-computer interaction (HI), social interaction (SI), skill (S), and challenge (C) independently positive influenced flow experience, and further positively influenced the PL of mobile game users. This study contributes to the literature on flow theory by elucidating the influence of player behavior on their PL. In particular, the higher the C and SI are, the more the game challenges experienced players and facilitates interactions with each other, thereby raising PL.