The Moderating Effect of Network Involvement on Satisfaction: The Case of Online Game

The purpose of this paper is to clarify the formation process of online gamers satisfaction and the moderating effect of network involvement in this process. For the purpose we collected data from 267 online gamers via a web-based questionnaire survey in China. With the help of researches up to the present, we proposed a research model which consist of four latent variables such as E-service quality, product factor, perceived value and customer satisfaction. Through structural equation model analysis, we found that: first, E-service quality and product factor have positive effect on the customer perceived value, and E-service quality has a greater impact on customer satisfaction; second, E-service quality has a significant effect on perceived value, and it is notable that the effect is bigger for the high-involvement group than low-involvement group; third, perceived value not only direct affect customer satisfaction, but also plays an important intermediary role in the formation of customer satisfaction.