Related Experiment Video
Updated: Feb 20, 2026

Transcranial Direct Current Stimulation for Online Gamers
Published on: November 9, 2019
How Is Frustration Related to Online Gamer Loyalty? A Synthesis of Multiple Theories
Han-Chung Huang1, Gen-Yih Liao2,3, Kay-Ling Chiu4
11 Graduate Institute of Business and Management, College of Management, Chang Gung University , Taoyuan, Taiwan .
Abstract:
Online games can frustrate their gamers, but little was known about how such frustration impacts gamer loyalty. Because novice and experienced gamers may respond differently to frustration, this study investigates how gamers' frustration influences their loyalty and how this influence may differ between novice and experienced gamers. Because of the complexity of this issue, multiple theories were synthesized to develop the theoretical model. This study collected responses from 558 online gamers. Findings indicate that frustration is positively related to novice gamers' participation in task teams, and subsequently their loyalty. However, frustration is negatively related to the self-efficacy of experienced gamers and to their loyalty.
Related Concept Videos
Social Exchange Theory
Social Exchange Theory
Secondary Motives: Affiliation Motivation and Aggression Motivation
Frustration and Conflict: Approach-Approach, Approach-Avoidance
One common type of conflict is the Approach–Approach Conflict. In this case, a person faces two desirable...
Theory of Attribution II: Kelley's Covariation Theory
Cognitive Dissonance

