Modeling relationship quality and consumer loyalty in virtual communities.

This study examines the formation of consumer loyalty in the context of online games. The test results indicate that both satisfaction and commitment positively influence loyalty. Virtual power status, relational interacting behavior, incentive utility, and feature enhancement positively influence satisfaction, while power status, relational interacting behavior, and incentive utility also positively influence commitment. Last, the moderating effects of gender and the implications of the findings are discussed.