Information Systems Review (경영정보학연구)

The Korea Society of Management Information Systems (한국경영정보학회)
권호 표지

Factors Influencing Users' Intension to Play Mobile Games: A Combination of Game-Contents Traits and Mobile Handset's Capabilities into the Technology Acceptance Model

게임 콘텐츠 특성과 단말기 요인을 고려한 모바일게임 사용의도의 영향요인에 관한 연구

  • Published : 2005.12.31
Download PDF
⟨ Previous Next ⟩

Abstract

Mobile games have emerged as the most innovative entertainment technology adding new revenue streams, taking advantage of the potential of wireless consumer applications and service offerings. Mobile games, like any other types of computer game, offer a unique value for users in providing an exciting digital experience in virtual worlds. Players can become empowered through the development of new characters and strategies within games to achieve rewarding successes against the computers and other players. In this paper, we attempt to investigate the factors influencing the usage and acceptance of the mobile games in Korea, based on the extended version of the Technology Acceptance Model(TAM). Based on data collected from survey, we show that perceived usefulness is the major determinant for users to play mobile games. Two factors, including perceived enjoyment and self-expressiveness, are empirically shown to determine perceived usefulness. In addition, perceived ease of use, rewards, operational quality of device, and design/story have been showed to significantly and directly affect perceived enjoyment. It was also confirmed that self-efficacy and operational quality of device are the antecedents of perceived ease of use. Based upon the statistical results, some useful guidelines for game development and market penetration strategies are also provided.

본 연구는 모바일콘텐츠 중 성장 가능성이 가장 큰 것으로 예측되는 모바일게임에 대해 사용자들의 사용의도에 영향을 미치는 요인의 탐색을 위해 기술수용모델의 인지된 용이성, 인지된 유용성, 사용의도의 기본 모델에 모바일 게임특성과 모바일 디바이스의 특성, 즐거움요인을 추가로 확장하여 모바일 게이머의 게임 사용의도에 대한 영향 요인을 실증적으로 검증하였다. 그 결과 모바일게임 사용의도의 선행 요인으로 설정된 유용성과 용이성, 즐거움 요인 모두 사용의도에 유의한 영향력이 있는 것으로 나타났다. 한편 모바일 게임의 유용성 인식에는 개성표현성과 즐거움 요인은 유의한 것으로 나타났으나 용이성은 유의하지 않은 것으로 나타났으며, 인지된 용이성의 선행요인으로 설정된 자기효능감, 조작성, 화면크기, 실행속도 중에서는 자기효능감과 조작성만이 유의한 것으로 나타났다. 또한 인지된 즐거움에 영향을 미치는 요인으로 조작성, 디자인/스토리, 보상, 용이성이 유의한 것으로 나타났으며, 이중 용이성의 영향력이 가장 큰 것으로 나타났다. 통계적 검증 결과 통해 모바일 게임 콘텐츠 개발과 관련된 실무적 시사점을 도출하였다.

Keywords

References

  1. 디지털타임스, 모바일 대작게임 '봇물', 2004. 4. 16
  2. 매일경제, 대두신권 2년연속 모바일게임 대상, 2005. 3. 1
  3. 유승호, 홍유진, '모바일게임산업 동향과 이용자 분석에 관한 연구', 한국멀티미디어학회지, 제6권, 제1호, 2002, pp.15-33
  4. 이민상, 심완섭, '모바일 인터넷 이용자의 유형분류와 모바일 상품 이용실태 및 선호도에 관한 탐색적 연구', 상품학연구, 제26호, 2002, pp.141-153
  5. 임규홍, 이종호, '모바일 디바이스 특성에 따른 고객만족에 관한 연구, 한국전산회계학회지', 제3차 춘계정기 학술발표회, 제3호, 2003, pp.35-60
  6. 한국게임산업개발원, 2003 대한민국 게임백서, 2003. 6
  7. 한국게임산업개발원 . 일본컴퓨터엔터테인먼트협회, 한일 게임이용자 조사보고서, 2004. 4
  8. 한국IDC, 한국 이동통신 서비스 시장현황 및 분석 보고서, 2002-2007, 2003. 7
  9. Agarwal, R., V. Sambamurthy, and R.M. Stair, 'Research Report: The Evolving Relationship Between General and Specific Computer Self-Efficacy - An Empirical Assessment', Information Systems Research, Vol. 11, No.4, 2000, pp.418-430 https://doi.org/10.1287/isre.11.4.418.11876
  10. ARC Group, Mobile Games - Expanding Roles and Revenue Opportunities, 2002, ARC Group
  11. Bandura, A., Social Learning Theory, Prentice-Hall, Englewood Cliffs, NJ, 1977
  12. Bandura, A., Social Foundations of Thought and Action: A Social Cognitive Theory, Prentice-Hall, Englewood Cliffs, NJ, 1986
  13. Bandura, A., Self-efficacy: The exercise of control, New York: W. H. Freeman and Company, 1997
  14. Boneva. B., R. Kraut, and D. Frohlich, 'Using E-mail for Personal Relationships: The Difference Gender Makes', American Behavioral Scientist, Vol. 45, 2001, pp.530-549 https://doi.org/10.1177/00027640121957204
  15. Chang, M. K. and W. Cheung, 'Determinants of the Intention to Use Internet/WWW at Work: A Confirmatory Study', Information and Management, Vol. 39, No.1, 2001, pp.1-14 https://doi.org/10.1016/S0378-7206(01)00075-1
  16. Compeau, D. R and C. A. Higgins, 'Computer Self-Efficacy: Development of a Measure and Initial Test', MIS Quarterly, Vol. 19, No. 2, 1995, pp.189-211 https://doi.org/10.2307/249688
  17. Davis, F. D., 'Perceived Usefulness, Perceived Ease of Use, and User Acceptance of Information Technology', MIS Quarterly Vol. 13, No. 3, 1989, pp.319-340 https://doi.org/10.2307/249008
  18. Davis, F. D., R. P. Bagozzi, and P. R. Warshaw, 'User Acceptance of Computer Technology: A Comparison of Two Theoretical Models', Management Science, Vol. 35, No. 8, 1989, pp.982-1003 https://doi.org/10.1287/mnsc.35.8.982
  19. Davis, F. D., R. P. Bagozzi, and P. R. Warshaw, 'Extrinsic and Intrinsic Motivation to Use Computers in the Workplace', Journal of Applied Social Psychology, Vol. 22, 1992, pp.1111-1132 https://doi.org/10.1111/j.1559-1816.1992.tb00945.x
  20. Gist, M. E., C. Schwoerer, and B. Rosen, 'Effects of Alternative Training Methods on Self-efficacy and Performance in Computer Software Training', Journal of Applied Psychology, Vol. 74, No.6, 1989, pp.884-891 https://doi.org/10.1037/0021-9010.74.6.884
  21. Igbaria, M. and J. Livari, 'The effects of self-efficacy on computer usage', Omega, Vol. 23 No. 6, 1995, pp.587-605 https://doi.org/10.1016/0305-0483(95)00035-6
  22. Moon, J-W and Y-G Kim, 'Extending the TAM for a World-Wide-Web Context', Information & Management, Vol. 38, No. 4, 2001, pp. 217-230 https://doi.org/10.1016/S0378-7206(00)00061-6
  23. Latham, G. P. and E. A. Locke, 'Self-regulation through Goal Setting', Organizational Behavior and Human Decision Processes, Vol. 50, 1991, pp.212-247 https://doi.org/10.1016/0749-5978(91)90021-K
  24. McFarland, D. J., 'The Particularization of Computer-Efficacy and Its Influence on the Technology Acceptance Model', Ann Arbor: UMI, 1999
  25. Mitchell, T. R., H. Hopper, D. Daniels, J. George-Falvy, and L. R. James, 'Predicting Self-Efficacy and Performance during Skill Acquisition', Journal of Applied Psychology, Vol. 79, No. 4, 1994, pp. 506-517 https://doi.org/10.1037/0021-9010.79.4.506
  26. Morris, M. G. and A. Dillon, 'How User Perceptions Influence Software Use', IEEE Software, Vol. 14, No. 4, 1997, pp.58-65
  27. OVUM, Global Mobile Markets 2003-2007, 2003
  28. Pedersen, P. E. and H. Nysveen, 'Usefulness and Self-expressiveness: Extending TAM to Explain the Adoption of a Mobile Parking Service', 16th Bled Electronic Commerce Conference e-Transformation Bled, Slovenia, June 9-11, 2003
  29. Salomon, G., 'Television is Easy and Print is Tough: the Differential Investment of Mental effort in learning as a Function of Perceptions and Attribution', Journal of Educational Psychology, Vol. 78, No. 4, 1984, pp.42-50
  30. Steve Jones, Lisa N. Clarke, Sabryna Cornish, Margaret Gonzales, 'Let the Games Begin - Gaming Technology and Entertainment among College Students', Pew Internet & American Life Project 2003, http://www.pewinternet.org/
  31. Venkatesh, V., 'Creation of Favorable user Perceptions: Exploring the Role of Intrinsic Motivation', MIS Quarterly, Vol. 23, No. 2, 1999, pp.239-260 https://doi.org/10.2307/249753
  32. Venkatesh, V., 'Determinants of Perceived Ease of Use: Integrating Control, Intrinsic Motivation, and Emotion into the Technology Acceptance Model', Information Systems Research, Vol. 11, No. 4, 2000, pp.342-365 https://doi.org/10.1287/isre.11.4.342.11872
  33. Venkatesh, V. and F. D. Davis, 'A Theoretical Extension of the Technology Acceptance Model: Four Longitudinal Field Studies', Management Science, Vol. 46, 2000, pp. 186-204 https://doi.org/10.1287/mnsc.46.2.186.11926
  34. Wolfson, S. and G. Case, 'The Effects of Sound and Colour on Responses to a Computer Game', Interacting with Computers, Vol. 13, No. 2, 2000, pp.183-192 https://doi.org/10.1016/S0953-5438(00)00037-0
  35. Wood, R. and A. Bandura, 'Impact of Conceptions of Ability on Self-Regulatory Mechanisms and Complex Decision Making', Journal of Personality and Social Psychology, Vol. 56, No. 3, 1989, pp.407-415 https://doi.org/10.1037/0022-3514.56.3.407
  36. Young, J. D., 'The Effect of Self- regulated Learning Strategies on Performance in Learner Controlled Computer-based Instruction', Educational Technology Research and Development, Vol. 44, No. 2, 1996, pp.17-29 https://doi.org/10.1007/BF02300538
  37. http://www.gitiss.or.kr(게임산업 종합정보시스템)
  38. http://www.swmarket.or.kr(소프트웨어 마켓뉴스)