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The popularity of multiplayer online battle arena games is closely linked to customer engagement. The purpose is to investigate the influences that individual motivators and environmental antecedents have upon customer engagement and continuous playing games intention, and compare the impacts between playing Multiplayer online battle arena games on personal computers and on mobile phones. A Triadic reciprocal determinism framework was developed to explain the relationship among individual motivator (flow experience), environmental antecedents (technical features and social interaction), individual behavior (continuous playing games intention), and customer engagement within multiplayer online battle arena gaming settings. Altogether 531 questionnaires from multiplayer online battle arena players were collected. Structural equation modeling with Smart-partial least squares was used to evaluate the research model. The findings suggest that the influence of flow experience on customer engagement in personal computers gaming is more significant than that in mobile gaming, while the effects of perceived ease of use and offline social interaction on customer engagement in mobile gaming are comparatively higher. This study indicates the importance of flow experience, perceived control, perceived ease of use, and social interaction in the Multiplayer online battle arena gaming development and the prosperity for better customers engaged, and to enhance customer experience.

How to Improve Customer Engagement: A Comparison of Playing Games on Personal Computers and on Mobile Phones