Gen‐Yih Liao

How do avatar attractiveness and customization impact online gamers’ flow and loyalty?

Gen‐Yih Liao, T.C.E. Cheng, Ching‐I Teng · Internet Research · 2019 · 93 citations

Avatar Animation, Online Gaming, Digital Marketing +16

How online gamers’ participation fosters their team commitment: Perspective of social identity theory

Gen‐Yih Liao, Thi Tuan Linh Pham, T.C.E. Cheng et al. · International Journal of Information Management · 2020 · 76 citations

Team Commitment, Social Identity, Performance Studies +8

Impacts of real-world need satisfaction on online gamer loyalty: Perspective of self-affirmation theory

Gen‐Yih Liao, Thi Tuan Linh Pham, T.C.E. Cheng et al. · Computers in Human Behavior · 2019 · 56 citations

Customer Satisfaction, Online Gaming, Consumer Research +17

Impact of gaming habits on motivation to attain gaming goals, perceived price fairness, and online gamer loyalty: Perspective of consistency principle

Gen‐Yih Liao, Fan‐Chen Tseng, T.C.E. Cheng et al. · Telematics and Informatics · 2020 · 48 citations

Consistency Principle, Customer Satisfaction, Price Fairness +13

You Can Make It: Expectancy for Growth Increases Online Gamer Loyalty

Gen‐Yih Liao, Ching‐I Teng · International Journal of Electronic Commerce · 2017 · 42 citations

Customer Satisfaction, Flow Theory, Online Gaming +19