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Social Proof00:52

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Social proof is a form of persuasion based on comparison and conformity. People compare their behavior and actions to what others are doing and will change to conform to do what their peers do.
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Researchers have tested many persuasion strategies, including the foot-in-the door and the door-in-the-face techniques, in a variety of contexts. Ultimately, the principles are effective in selling products and changing people’s attitude, ideas, and behaviors (Cialdini & Goldstein, 2004).
Social Facilitation01:04

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Not all intergroup interactions lead to negative outcomes. Sometimes, being in a group situation can improve performance. Social facilitation occurs when an individual performs better when an audience is watching than when the individual performs the behavior alone. This typically occurs when people are performing a task for which they are skilled.
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Robbers Cave04:49

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Related Experiment Video

Updated: May 10, 2026

Measuring Engagement of Spectators of Social Digital Games
14:02

Measuring Engagement of Spectators of Social Digital Games

Published on: July 3, 2021

How do challenges increase customer loyalty to online games?

Ching-I Teng1

  • 1Graduate Institute of Business and Management, Chang Gung University , Taoyuan, Taiwan .

Cyberpsychology, Behavior and Social Networking
|June 18, 2013
PubMed
Summary

Online game challenges boost customer loyalty when players perceive overcoming them takes significant time. This research explores the link between challenge difficulty and player retention in online gaming.

Area of Science:

  • Psychology of Gaming
  • Human-Computer Interaction
  • Consumer Behavior

Background:

  • Online games feature diverse challenge levels, yet their impact on customer loyalty remains under-researched.
  • Understanding factors driving customer loyalty is crucial for online game sustainability and growth.

Purpose of the Study:

  • To investigate the relationship between challenge design in online games and customer loyalty.
  • To determine how perceived difficulty and time investment in overcoming challenges influence player retention.

Main Methods:

  • A quantitative study utilizing structural equation modeling.
  • Data collected from a sample of 2,861 online gamers.

Main Results:

  • The positive relationship between challenge and customer loyalty is strengthened when players perceive that overcoming challenges requires a substantial amount of time.

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  • Challenge perception, specifically the time investment required, significantly moderates the challenge-loyalty link.

    • Conclusions:

    • Game designers should consider the perceived time investment in challenges to enhance customer loyalty.
    • This study provides empirical evidence on the nuanced role of challenge perception in online game player loyalty.