Influence of Netizen’s Perception from Participating in Virtual Game on the Website Loyalty

Taking the virtual social networking platform used in the game as the research object, and from the perspective of perception obtained from the users participating in a virtual gaming platform, this article builds an model of the influence of netizen participating in virtual games on the social networking site loyalty. The results show that the game experience, game service, and security on the social networking have a significantly positive impact on the site behavior loyalty and attitude loyalty, and responsiveness and credibility of the site only have a positive impact on the attitude loyalty, while the cost of the game on the site has a negative impact on the attitude loyalty. Therefore, to cultivate the loyalty of netizen, this paper proposes to improve the perceived value of Internet users’ gaming experience, lower the cost of the game, strengthen the maintenance of the game environment, and promote the credibility of the site.