Purpose This study investigates the drivers of continued gaming acceptance within the context of multiplayer online games (MPOGs), integrating media system dependency theory (MSDT) and the stimulus–organism–response (SOR) model. Design/methodology/approach Using a sample of 1,368 participants and structural equation modeling, the research tests 16 hypotheses to understand how factors such as progress in games, perceived entertainment, immersion, social capital and attitude influence ongoing engagement. A multi-group analysis further examines gender differences in these relationships. Findings Key findings indicate that all identified MPOG drivers positively influence continued gaming. Notably, gender moderates the impact of specific variables: perceived entertainment has a stronger effect on males' attitudes toward MPOGs, while immersion plays a more significant role for females. The study highlights how various needs-based stimuli (e.g. progress, social communication, entertainment and social capital) trigger immersion and positive attitudes (organism), ultimately leading to continued gaming (response). Practical implications Theoretically, the study fills a gap by integrating MSDT and the SOR model to explain MPOG acceptance, offering a new conceptual framework that enriches understanding of media dependency, social interaction and digital entertainment engagement. From a practical standpoint, the research advises game developers and marketers to design games that promote challenge, fun and social interaction to increase immersion and acceptance. In markets with low in-app purchases, a freemium model with in-game ads is suggested. These strategies can foster stronger gamer attitudes and sustained engagement. Originality/value The study provides valuable insights for academics and practitioners aiming to enhance user retention in online gaming. Developers and marketers have to be cognizant of what drives consumers to accept online gaming, as it will help them in strategizing their future policies.
Anubha et al. (Fri,) studied this question.
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