The continuation of playing is very important for online game companies. Previous studies mainly focus on people, including operation, interface, store, network, and etc, while few focus on virtual player behaviors in online games. This study focuses on virtual gamers’ behavior in online game and what behavioral factors influence gamer loyalty.
Data is collected from World of Warcraft and its database website (http://tw.wowarmory.com/) and research gamers’ behavior by social network analysis. This research presents the relation between gamers’ behavior and gamer loyalty in online game and proves gamers’ data in games can be used to analyze loyalty. The method of analyzing gamers’ behavior can also lead to designing better online game in future market.

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