The impacts of game experience and fanwork creation on game loyalty: Mediation effect of perceived value

Video games, as a fast-growing industry in the experience economy, have gathered numerous game prosumers (playbors), who have created value for game enterprises. However, few studies have been conducted on the mechanism of game loyalty of playbors. This study investigates the effects of game experience and fanwork creation on game loyalty through the mediation effect of three types of perceived value: functional, hedonic, and intrinsic value. Based on the Chinese video game industry, the analysis shows that game experience and fanwork creation positively influence playbors' game loyalty. Further, while intrinsic value plays a partial mediating role between game experience and game loyalty, it has a complete mediation effect between fanwork creation and game loyalty. Our findings have important implications for engagement and loyalty research in the context of the Chinese video game industry.