The variables of effecting customer loyalty in Chinese online game market

Since the early 2000's, the online games have been recognized as a major profit model within e-commerce and have been developed into the core of the world cultural industries. However, Chinese online game industry has encountered higher competition in global market. To survive successfully in today's competitive online game markets, Chinese online game companies need to determine what motivates their loyal customers. However, previous research didn't focus on identification of critical variables for market segmentation in online game market. The purposes of our research are to identify causalities among flow and customer loyalty in online games, and to identify the factors by which flow are influenced.