The current study revisited the satisfaction-loyalty paradigm in a hedonic consumption context that involves a learning component. In particular, this study involved actual users (N = 328) of a specific sport video game (FIFA soccer), to examine the structural relationships among the constructs of: game satisfaction, hedonic attitudes toward the brand, gaming skill, and brand loyalty. Contrary to existing research in this area, SEM results indicated that customer satisfaction did not have a direct effect on loyalty. The relationship between game satisfaction and loyalty was mediated by positive brand attitudes and perceived gaming skill. The applied and theoretical implications of the findings are discussed along with limitations and future directions for research.
Kwak is with the Dept. of Sport Management, University of Michigan, Ann Arbor, MI. McDaniel is with the Dept. of Kinesiology, University of Maryland, College Park, MD. Kim is with the Dept. of Sport Management, Paichai University, Daejeon, Republic of Korea.