Factors Affecting Expectancy for Character Growth in Online Games and Their Effect on Gamers' Loyalty

This study aims to understand the influence of expectancy for character growth (learning, novelty, escapism, enjoyment, social value, audio-visual value, and value for money) on online games to online gamer loyalty. This quantitative research uses a purposive sampling method with a sample of 375 respondents. Data is processed using the Structural Equation Modeling (SEM) method. The results showed that learning, escapism, audio-visual value and value for money had a positive effect on expectancy for character growth. While novelty, enjoyment and social value do not have an influence on expectancy for character growth. Furthermore, expectancy for character growth has a positive influence on online gamer loyalty.