India has become one of the world's largest gaming destinations, and in the last few years, the rapid rise of online gaming has led to the domination of fantasy sports gaming platforms. Very little is understood about how users on fantasy sports gaming platforms perceive and approach giving and what essentially matters to users before selecting or engaging with such fantasy sports gaming platforms. This study aims to predict user loyalty and repeat intention to donate towards fantasy sports gaming platforms by examining philanthropic actions, well-being (WB) and flow experience (FE). A large-scale research study on 2091 samples was undertaken by adopting three-fold SEM-ANN-NCA (structural equation modeling-artificial neural network-necessary condition analysis) for establishing and empirically testing a comprehensive model by integrating philanthropic actions, WB and FE to predict user loyalty and repeat intention to donate towards online fantasy sports gaming platforms. The findings add depth to our understanding of philanthropic actions linked to fantasy sports gaming platforms and users' loyalty and donation intentions towards such platforms. The results of ANN indicated the normalized importance of the predictors of user loyalty and found that philanthropic action was the strongest predictor. Likewise, philanthropic actions, WB, and FE were necessary conditions (must-have) to determine user loyalty during NCA. The findings would provide invaluable intelligence to fantasy gaming companies to oversee critical philanthropic decisions proficiently. In addition, the results would provide valuable insights to decision-makers in philanthropic foundations and other entities, such as practitioners and online fantasy gaming companies, to devise effective marketing strategies to gauge user loyalty and shape donation intentions.

中文翻译：

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预测幻想体育游戏平台的用户忠诚度和重复捐赠意愿：基于慈善行为、幸福感和心流体验相结合的模型的大样本研究

印度已成为世界上最大的游戏目的地之一，在过去几年中，在线游戏的快速崛起导致了幻想体育游戏平台的主导地位。对于梦幻体育游戏平台上的用户如何看待和对待捐赠以及在选择或参与此类梦幻体育游戏平台之前对用户来说最重要的因素知之甚少。本研究旨在通过检查慈善行为、幸福感 (WB) 和心流体验 (FE) 来预测用户忠诚度和重复向梦幻体育游戏平台捐款的意愿。采用三重SEM-ANN-NCA（结构方程建模-人工神经网络-必要条件分析）对2091个样本进行大规模研究，建立并实证检验了整合慈善行动、WB和FE的综合模型预测用户忠诚度和重复向在线梦幻体育游戏平台捐款的意愿。这些发现加深了我们对梦幻体育游戏平台相关慈善行为以及用户对此类平台的忠诚度和捐赠意图的理解。人工神经网络的结果表明了用户忠诚度预测因素的标准化重要性，并发现慈善行为是最强的预测因素。同样，慈善行为、WB 和 FE 是 NCA 期间确定用户忠诚度的必要条件（必须具备）。这些发现将为幻想游戏公司提供宝贵的情报，以有效地监督关键的慈善决策。此外，研究结果将为慈善基金会和其他实体（例如从业者和在线幻想游戏公司）的决策者提供宝贵的见解，以制定有效的营销策略来衡量用户忠诚度并塑造捐赠意向。