Customization, immersion satisfaction, and online gamer loyalty

Software designers often attempt to increase the customizability of their products to facilitate human-computer interaction and improve user response. However, exactly how customizability affects online gaming is unclear. This study posits that customization enhances gamer immersion satisfaction and loyalty. The study sample consists of 865 online gamers who provided valid responses to an online survey. Three models are compared using structural equation modeling: a partial mediator model, in which customization increases gamer loyalty directly and indirectly via enhanced immersion satisfaction; a full mediator model, in which immersion satisfaction fully mediates how customization influences loyalty; and an independent variable model, in which customization and immersion satisfaction are independent variables impacting gamer loyalty. The results of this study demonstrate that the partial mediator model significantly outperforms the other two models, suggesting that online game providers that increase customization and satisfy gamer needs regarding immersion can better foster gamer loyalty.