The factors influencing user loyalty in virtual green games: An empirical study based on ant forest
As companies ramp up investments in environmental protection, green virtual games such as Ant Forest have gained prominence, making sustained user engagement a critical challenge. This study investigates the factors driving user loyalty in green virtual games by extending the Technology Acceptance M...
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| Format: | Article |
| Language: | English |
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Elsevier
2025-12-01
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| Series: | Sustainable Futures |
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| Online Access: | http://www.sciencedirect.com/science/article/pii/S2666188825005738 |
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| author | Haodong Wu Yinying Tao Manshu Huang |
| author_facet | Haodong Wu Yinying Tao Manshu Huang |
| author_sort | Haodong Wu |
| collection | DOAJ |
| description | As companies ramp up investments in environmental protection, green virtual games such as Ant Forest have gained prominence, making sustained user engagement a critical challenge. This study investigates the factors driving user loyalty in green virtual games by extending the Technology Acceptance Model (TAM) and applying it to Ant Forest. This study extend the TAM framework by integrating corporate social responsibility (CSR), corporate credibility (CC), and corporate image (CI) with achievement (ACH) and social interaction (SI) motivations, to examine how perceived ease of use (PEOU) and perceived usefulness (PU) influence user loyalty. Structural equation modeling analysis of 422 valid responses reveals that all examined constructs—including corporate factors (CSR, CC, CI), user motivations (ACH, SI), and technology acceptance factors (PU, PEOU)—significantly and positively affect user loyalty, with corporate credibility (CC) demonstrating the strongest predictive effect. This study uncovers the intrinsic relationships among CSR, CC, and CI, emphasizing the value of green virtual games in guiding user behavior toward sustainability. It provides a proactive approach for businesses to engage in environmental protection and demonstrates the potential of these games to lead society toward a greener, more sustainable future. |
| format | Article |
| id | doaj-art-4d0605178d334848b6f2957d8df4afbe |
| institution | DOAJ |
| issn | 2666-1888 |
| language | English |
| publishDate | 2025-12-01 |
| publisher | Elsevier |
| record_format | Article |
| series | Sustainable Futures |
| spelling | doaj-art-4d0605178d334848b6f2957d8df4afbe2025-08-20T02:39:59ZengElsevierSustainable Futures2666-18882025-12-011010100910.1016/j.sftr.2025.101009The factors influencing user loyalty in virtual green games: An empirical study based on ant forestHaodong Wu0Yinying Tao1Manshu Huang2School of Design, Jiangnan University, No. 1800 Lihu Avenue, Binhu District, Wuxi City, Jiangsu Province, PR ChinaSchool of Design and Fashion, Zhejiang University of Science and Technology, No.318 Liuhe Road Xihu District, Hangzhou, Zhejiang, PR China; College of Architecture and Urban Planning, Tongji University, 1239 Siping Road, Yangpu District, Shanghai, PR ChinaSchool of Art, Zhejiang Shuren University, No. 8 Shuren Road, Gongshu District, Hangzhou, Zhejiang, PR China; Corresponding author.As companies ramp up investments in environmental protection, green virtual games such as Ant Forest have gained prominence, making sustained user engagement a critical challenge. This study investigates the factors driving user loyalty in green virtual games by extending the Technology Acceptance Model (TAM) and applying it to Ant Forest. This study extend the TAM framework by integrating corporate social responsibility (CSR), corporate credibility (CC), and corporate image (CI) with achievement (ACH) and social interaction (SI) motivations, to examine how perceived ease of use (PEOU) and perceived usefulness (PU) influence user loyalty. Structural equation modeling analysis of 422 valid responses reveals that all examined constructs—including corporate factors (CSR, CC, CI), user motivations (ACH, SI), and technology acceptance factors (PU, PEOU)—significantly and positively affect user loyalty, with corporate credibility (CC) demonstrating the strongest predictive effect. This study uncovers the intrinsic relationships among CSR, CC, and CI, emphasizing the value of green virtual games in guiding user behavior toward sustainability. It provides a proactive approach for businesses to engage in environmental protection and demonstrates the potential of these games to lead society toward a greener, more sustainable future.http://www.sciencedirect.com/science/article/pii/S2666188825005738Technology acceptance modelUser loyaltyAnt forestCorporate credibilityCorporate ImageGame Motivation |
| spellingShingle | Haodong Wu Yinying Tao Manshu Huang The factors influencing user loyalty in virtual green games: An empirical study based on ant forest Sustainable Futures Technology acceptance model User loyalty Ant forest Corporate credibility Corporate Image Game Motivation |
| title | The factors influencing user loyalty in virtual green games: An empirical study based on ant forest |
| title_full | The factors influencing user loyalty in virtual green games: An empirical study based on ant forest |
| title_fullStr | The factors influencing user loyalty in virtual green games: An empirical study based on ant forest |
| title_full_unstemmed | The factors influencing user loyalty in virtual green games: An empirical study based on ant forest |
| title_short | The factors influencing user loyalty in virtual green games: An empirical study based on ant forest |
| title_sort | factors influencing user loyalty in virtual green games an empirical study based on ant forest |
| topic | Technology acceptance model User loyalty Ant forest Corporate credibility Corporate Image Game Motivation |
| url | http://www.sciencedirect.com/science/article/pii/S2666188825005738 |
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