'I Feel Like I'm with You; Therefore, I'm Having Fun': The Effects of Social Comparison and Belongingness on Continuous Play Intention for Online Games and Loyalty.

This article investigates the motivations behind continuous play and loyalty in massively multiplayer online role-playing games (MMORPGs) by applying social comparison theory and self-expansion theory. Using survey data from 274 Korean players of the MMORPG "Lineage," the study finds that offline psychological motives—specifically self-improvement and self-enhancement (dimensions of social comparison), as well as inclusion and exclusion (dimensions of belongingness)—positively influence perceived social presence in the game. Social presence, in turn, enhances flow experience, which mediates the relationship between social presence and continuous play intention; both flow experience and continuous play intention positively affect player loyalty. The findings offer theoretical insights into the convergence of offline and online social motivations and practical implications for game developers to design content that fosters social interaction and immersion to promote sustained engagement.