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PurposePlaying exergames may resemble doing conventional exercise and thus has the potential to enhance users’ health. However, no study has yet examined whether and how a need for exercise impacts users’ intention to continuously play exergames, i.e. continuance intention and its antecedents. We developed a model grounded in the uses and gratifications theory (UGT) to address this issue.Design/methodology/approachWe recruited 583 participants to play exergames and collected their psychological responses and physical information. Structural equation modeling (SEM) was used to test the hypotheses.FindingsWe found that health consciousness and perceived exercise benefits are positively related to a need for exercise, which is, in turn, positively related to continuance intention. Moreover, perceived exergame similarity with exercise strengthens the positive link between the need for exercise and continuance intention.Originality/valueThis is the first study using the UGT to explain the underlying mechanism linking health consciousness to continuance intention in the playing of exergames. In addition, we introduced the need for exercise as a novel construct in this study. Our findings provide insights to managers on incorporating health-related features into their exergame products to motivate users' engagement in playing exergames.

PurposeFlow, or total concentration with intrinsic enjoyment, has been recognized as being able to enhance online gamer loyalty. However, some gamers who experience flow do not exhibit strong loyalty, posing the vital research question asking for whom flow would not enhance loyalty. Limited knowledge on this issue may lead game providers to assume that flow is influential in strengthening loyalty among all gamers, thus leading to suboptimal resource allocation and reduced effectiveness in retaining gamers. The purpose of the paper is to examine how gaming experience and gaming intensity moderate the impact of flow on online gamer loyalty.Design/methodology/approachIn the paper, the hypotheses were tested using responses from 273 gamers.FindingsThe findings show that flow and gaming experience positively impact gamer loyalty. Gaming experience reduces the positive relationship between flow and gamer loyalty. However, gaming intensity does not reduce.Practical implicationsGame providers should focus on creating a flow experience to strengthen the loyalty of gamers with short-gaming experience. However, game providers should devise other means to strengthen loyalty among gamers with long-gaming experience.Originality/valueThe study challenged the assumption of flow theory, i.e. that flow always determines loyalty. Instead, the paper offers a moderator – gaming experience – which sets a boundary condition for this theory. Flow works well only among gamers with relatively short-gaming experience. The study also extended the literature on gaming experience by uniquely indicating its attenuating effect on the relation between flow and loyalty.