In other words, online game players might derive more pleasure from playing game
when their friends or significant others also participate. Finally, when players feel that
they are more in control of deciding whether or not to play, they are less likely to
develop a dependence on online games.
In examining the role of addiction in the relationship between online satisfaction
and loyalty, our results indicate that online game addiction not only directly affects
player’s loyalty but also attenuates the relationship between satisfaction and loyalty.
When a player has developed dependence (i.e. an addiction) on online games, playing
online game becomes more compulsive than volitional. Therefore, an addicted online
gamer would be less discerning when evaluating game content and online game
provides’ services. This finding could partially explain the phenomenon of players’
remaining loyal to an online game despite being dissatisfied