Factors Influencing Continuance Intentions of MMORPG Guilds: Service-Dominant Logic and Research Propositions

This study provides an in-depth analysis of the operational mechanisms within guild ecosystems in massive multiplayer online role-playing games (MMORPGs), with a particular focus on how the integration and interaction of resources among members facilitate co-creation of value within the guilds. The research reveals that the motivations behind continuously active and value creation in guild ecosystems require further clarification. Through qualitative interviews with ten members from two different guilds, this study identifies eight key thematic concepts and proposes six research propositions aimed at exploring the factors that influence members’ continued affiliation with their guilds. The findings intend to offer a theoretical framework and empirical guidance for both academic research and practical application.