Analysis of questionnaire data on the influencing factors of Ant Forest user loyalty
Description
This study employs a modified Technology Acceptance Model (TAM) to explore factors influencing the loyalty of green virtual game users, combined with empirical research on Ant Forest. It integrates variables such as corporate social responsibility, corporate credibility, corporate image, and gaming motivations to analyze the impact of perceived ease of use and perceived usefulness on user loyalty. A total of 422 questionnaires were collected online, and after removing those with a duplication rate exceeding 90%, 417 valid responses were obtained and analyzed using structural equation modeling. The results show that all factors positively influence user loyalty, with corporate credibility having the strongest impact. This study clarifies the logical relationships between corporate social responsibility, credibility, and image, and reveals the important role and potential of green virtual games in guiding users' green behavior and promoting a shift toward sustainable development in society.