Gamers’ ego identity influences referral program involvement

Chia-Wen Lee1, Shih-Hung Cheng2, Genmiao Ma3, Ching Li4
1College of Humanities and Communications, Yango University, People’s Republic of China
2Research Center for Psychological and Educational Testing , National Taiwan Normal University, Taiwan
3School of Art and Communication, Beijing Normal University, People’s Republic of China
4Graduate Institute of Sport, Lesiure and Hospitality Management, National Taiwan Normal University, Taiwan
Cite this article:  Lee, C.-W., Cheng, S.-H., Ma, G., & Li, C. (2018). Gamers’ ego identity influences referral program involvement. Social Behavior and Personality: An international journal, 46(11), 1847-1858.

Volume 46 Issue 11 | e7273 | Published: November 2018 | DOI: https://doi.org/10.2224/sbp.7273

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We explored the relationship between referral program involvement and the ego identity of online gamers. We recruited 429 participants who had used the World of Warcraft referral program to recruit a friend. The results revealed significant relationships between referral program involvement and ego identity, and three canonical factors were extracted. The first canonical correlation analysis revealed that higher overall referral program involvement is more likely to catch the attention of online gamers with ego identities that are aimless, disobedient, unsociable, or paranoid. The second canonical correlation analysis suggested that referral program involvement is positively associated with the ego identity factors of being self-willed or paranoid, and negatively associated with those of being aimless, multi- exploring, and having gender identity issues. The third canonical factor showed that those respondents with referral program involvement for exciting, fascinating, and appealing factors are positively associated with ego identity characteristics of liking challenges, being self-willed, and having gender identity issues.

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