Learning to be loyal: A schema theory perspective on game use

Online games are garnering large numbers of gamers, stimulating strong competition among game developers, who continue to explore new ways to increase the amount of time players spend on such games. Online games require players to concentrate on game content, seek knowledge and learn how to complete in-game tasks. However, past research has not examined how knowledge seeking intensity, which likely strengthens knowledge schemas and helps foster game loyalty and use, motivates online gameplay. To address this research gap, we draw on schema theory to construct a research model and test it using both survey and system-captured data from 385 players. We found that knowledge seeking intensity has a stronger effect than does in-game flow on enhancing players’ knowledge schemas and learning satisfaction, thus facilitating their goal progress and further strengthening their game loyalty and actual game use. We modelled and examined the mechanism underlying the influence of knowledge seeking intensity and in-game flow on knowledge schemas. Specifically, we suggest that game developers should establish actionable strategies by urging players to seek more in-game knowledge that ensures players’ further engagement.