A. K. S. Suryavanshi, Sujo Thomas, Twinkle Trivedi, Ritesh Patel, Viral Bhatt
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A large-scale research study on 2091 samples was undertaken by adopting three-fold SEM-ANN-NCA (structural equation modeling-artificial neural network-necessary condition analysis) for establishing and empirically testing a comprehensive model by integrating philanthropic actions, WB and FE to predict user loyalty and repeat intention to donate towards online fantasy sports gaming platforms. The findings add depth to our understanding of philanthropic actions linked to fantasy sports gaming platforms and users' loyalty and donation intentions towards such platforms. The results of ANN indicated the normalized importance of the predictors of user loyalty and found that philanthropic action was the strongest predictor. Likewise, philanthropic actions, WB, and FE were necessary conditions (must-have) to determine user loyalty during NCA. The findings would provide invaluable intelligence to fantasy gaming companies to oversee critical philanthropic decisions proficiently. 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引用次数: 0
摘要
印度已成为世界上最大的游戏目的地之一，而在过去几年中，在线游戏的迅速崛起已导致奇幻体育游戏平台的主导地位。人们对奇幻体育游戏平台上的用户如何看待和对待捐赠，以及用户在选择或参与此类奇幻体育游戏平台之前最关心的问题知之甚少。本研究旨在通过考察慈善行动、幸福感（WB）和流动体验（FE），预测用户对奇幻体育游戏平台的忠诚度和重复捐赠意向。研究采用结构方程建模-人工神经网络-必要条件分析（SEM-ANN-NCA）三重方法，对 2091 个样本进行了大规模研究，通过整合慈善行为、幸福感（WB）和流动体验（FE），建立并实证检验了一个综合模型，以预测用户对在线梦幻体育游戏平台的忠诚度和重复捐赠意向。研究结果加深了我们对与奇幻体育游戏平台相关的慈善行动以及用户对此类平台的忠诚度和捐赠意向的理解。方差网络的结果表明了用户忠诚度预测因素的归一化重要性，并发现慈善行动是最强的预测因素。同样，在 NCA 期间，慈善行动、WB 和 FE 是决定用户忠诚度的必要条件（必须具备）。研究结果将为奇幻城娱乐游戏公司提供宝贵的情报，使其能够熟练地监督关键的慈善决策。此外，研究结果还将为慈善基金会及其他实体（如从业者和在线奇幻城娱乐）的决策者提供宝贵的见解，帮助他们制定有效的营销策略，以衡量用户忠诚度并形成捐赠意向。
Predicting user loyalty and repeat intention to donate towards fantasy sports gaming platforms: A large-sample study based on a model integrating philanthropic actions, well-being and flow experience
India has become one of the world's largest gaming destinations, and in the last few years, the rapid rise of online gaming has led to the domination of fantasy sports gaming platforms. Very little is understood about how users on fantasy sports gaming platforms perceive and approach giving and what essentially matters to users before selecting or engaging with such fantasy sports gaming platforms. This study aims to predict user loyalty and repeat intention to donate towards fantasy sports gaming platforms by examining philanthropic actions, well-being (WB) and flow experience (FE). A large-scale research study on 2091 samples was undertaken by adopting three-fold SEM-ANN-NCA (structural equation modeling-artificial neural network-necessary condition analysis) for establishing and empirically testing a comprehensive model by integrating philanthropic actions, WB and FE to predict user loyalty and repeat intention to donate towards online fantasy sports gaming platforms. The findings add depth to our understanding of philanthropic actions linked to fantasy sports gaming platforms and users' loyalty and donation intentions towards such platforms. The results of ANN indicated the normalized importance of the predictors of user loyalty and found that philanthropic action was the strongest predictor. Likewise, philanthropic actions, WB, and FE were necessary conditions (must-have) to determine user loyalty during NCA. The findings would provide invaluable intelligence to fantasy gaming companies to oversee critical philanthropic decisions proficiently. In addition, the results would provide valuable insights to decision-makers in philanthropic foundations and other entities, such as practitioners and online fantasy gaming companies, to devise effective marketing strategies to gauge user loyalty and shape donation intentions.
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