Game Modeling Using Neural and Behavioral Analyses

In the present study, I investigated how “flow and telepresence” influence loyalty and purchase intention in online game behavior using electroencephalography (EEG) and structural equation modeling (SEM). The purpose of this research was to examine the relationship between telepresence and flow, flow and loyalty, and loyalty and purchase intention; significant results were found for each relationship. Next, a model was constructed using variables for each construct; these correlated well with auditory evoked potentials. In addition, oscillatory responses in different frequency bands were measured by EEG while participants were playing the game; these were found to be correlated with flow, telepresence, loyalty, and purchase intention. The results suggested the presence of neural correlates and that the flow variable reflects the real mental “state of flow”.