The Impact of Content-Based Game Narrative Design on Brand Loyalty - The Mediating Effect of Immersive Experience

Qiao Yue

doi:10.54097/daxx0550

Authors

Qiao Yue

DOI:

https://doi.org/10.54097/daxx0550

Keywords:

Content-Based Game; Narrative Design; Immersive Experience; Brand Loyalty.

Abstract

Content-Based Game is a game where the game company builds and continuously fills the core content of the game with high quality, focusing on the quality of the user's experience in the game's content and the enduring space for exploration and collection. This study examines how Content-Based Game's Narrative Design affects users' Brand Loyalty. After quantitative research, it was found that Content-Based Game's Narrative Design can significantly and positively influence users' Brand Loyalty, and immersion plays a Partial Mediation effect. This study suggests that Content-Based Game producers should focus on producing high-quality story plot, attractive characters, and appropriate audio-visual art to enhance user stickiness by deepening users' sense of immersion, which is of practical significance to the design and development of Content-Based Games.

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