한국IT서비스학회지 (Journal of Information Technology Services)

한국IT서비스학회 (Korea Society of IT Services)
권호 표지

연령별 차이를 중심으로 본 온라인게임 애호도 영향요인에 관한 연구

Age Differences in Perceptions and Relationships Among Determinants of Loyalty in Online Games

  • 엄명용 (성균관대학교 경영연구소) ;
  • 권문주 (한국소프트웨어진흥원 SW인력양성팀) ;
  • 변완수 (한국소프트웨어진흥원 혁신전략팀) ;
  • 김태웅 (성균관대학교 경영학부)
  • 발행 : 2007.04.30
PDF 다운로드
⟨ 이전 논문 다음 논문 ⟩

초록

The purpose of this research is to identify the determinants of loyalty in online games. This study developed a research model to analyze the factors explaining the loyalty level from gamers, employing social identification, flow, and positive anticipated emotion as major research variables, and collected 1308 survey responses from gamers. Within the context of arguing that the exploration of age range issues with respect to online games is important, this research also examines the age differences in path coefficients. To this end, the structural model was tested with the data from entire data sample (i.e., the age of 10s, 20s, and 30s pooled together) and each of the subsamples (i.e., teens taken separately, twenties taken separately, and thirties taken separately). Properties of the causal paths, including standardized path coefficients, the significance of difference, in the hypothesized model, are also presented, so that we can investigate the relative influences of different dominants, demonstrating how teens, twenties, and thirties differ in their decision-making processes regarding the flow, social identification and loyalty from online games.

키워드

참고문헌

  1. 김남희, 이상철, 서영호, "한국기업의 일본 인터넷시장 진출전략 : 멀티그룹구조분석(MSEM)을 이용한 한국과 일본의 온라인게임 충성도 비 교를 중심으로", 품질경영학회지, 제13권, 제1호(2003), pp.21-41
  2. 김지경, 김상훈, "온라인 게임 서비스 이용 고객의 관계지속기간에 영향을 미치는 요인 에 관한 연구", 마케팅연구, 제19권, 제1호 (2004), pp.131-160
  3. 엄명용, 김태웅, "한국과 일본 온라인 게이머 의 게임 만족도, 신뢰도, 온라인 게임커뮤니 티 인식에 관한 실증적 비교연구 : 멀티그룹 공분산 구조분석을 중심으로", 경영정보학 연구, 제16권, 제1호(2006), pp.103-125
  4. 이웅규, 권정일, "온라인 게임에서의 플로우 와 플로우에 영향을 미치는 요인 및 재사용 의도의 관계에 대한 장르별 비교", 한국경 영과학회지, 제30권, 제4호(2005), pp.131-150
  5. 조남재, 백승익, 류경문, "온라인게임 충성도 에 미치는 영향요인에 관한 연구", 한국경영 과학회지, 제26권, 제2호(2001), pp.85-97
  6. 최동성, 박성준, 김진우, "고객충성도에 영향 을 미치는 온라인게임의 중요요소에 대한 LISREL 모델 분석", 경영정보학연구, 제 11권, 제3호(2001), pp.1-21
  7. Aaker, Jennifer L., "The Malleable Self : The Role of Self-Expression in Persuasion", Journal of Marketing Research, Vol.36 (1999), pp.45-57 https://doi.org/10.2307/3151914
  8. Ajzen, I., The theory of Planned Behavior, Organizational Behavior and Human Decision Process, Vol.50(1991), pp.179-211 https://doi.org/10.1016/0749-5978(91)90020-T
  9. Anderson, J. C. and J. A. Narus, Business market management, Understanding, creating and delivering value, New Jersey, Prentice Hall (1999)
  10. Ashforth, B. E. and F. Meal, "Social Identity Theory and The Organization", Academy of Management Review, Vol. 14, No.1(1989), pp.20-39 https://doi.org/10.2307/258189
  11. Bagozzi, Richard P., "Performance and Satisfaction in and Industrial Sales Force : An Examination of their Antecedents and Simultaneity", journal of Marketing, Vol.44(1980), pp.65-77
  12. Bagozzi, Richard P. and Utpal M. Dholakia, "Antecedents and purchase consequences of customer participation in small group brand communities", International Journal of Research in Marketing, Vol23, No1 (2006), pp.45-61 https://doi.org/10.1016/j.ijresmar.2006.01.005
  13. Bagozzi, Richard P., Hans Baumgartner, and Rick Pieters, "Goal Directed Emotion", Cognition and Emotion, Vol.12(1998), pp.1-26 https://doi.org/10.1080/026999398379754
  14. Bhattacharya, C. B., Hayagreeva Rao, and Mary Ann Glynn, "Understanding the Bond of Identification : An Investigation of its Correlates Among Art Museum Members", Journal of Marketing, Vol.59, No.4(1995) pp.46-57 https://doi.org/10.2307/1252327
  15. Byrne, B. M., Structural equation modeling with EQS and EQS/Windows, Thousand Oaks, CA : Sage Publication, 1994
  16. Chorng-Shyong Ong and Jung-Yu Lai. "Gender difference in perceptions and relationship among dominants of e-learning acceptance", Computers in Human Behavior, In Press, Corrected Proof, Available online at http://www.sciencedirect.com 2004
  17. Csikszentmihalyi, M., Beyond boredom and anxiety, 1st edition, San Francisco, CA, Jossey-Bass, 1975
  18. Csikszentmihalyi, M. and I. Csikszentmihalyi, "Introduction to Part IV", in Optimal Experience : Psychological Studies of Flow in Consciousness, Mihaly Csikszentmihalyi and Isabella Selega Csikszentmihalyi, eds., Cambridge, Cambridge University Press 1998
  19. Dutton, M. A. and L. A. Goodman, "Posttraumatic stress disorder among battered women : analysis of legal implications", Behavioral Science and the Law, Vol.12 (1994), pp.215-234 https://doi.org/10.1002/bsl.2370120303
  20. Fournier, Susan., "Consumer and Their Brands : Developing Relationship Theory in Consumer Research", Journal of Consumer Research, Vol.24, No.4(1998), pp. 343-373 https://doi.org/10.1086/209515
  21. Griffiths, M. D. and Mark N. O. Davies, Darren Chappell., "Online computer gaming : a comparison of adolescent and adult gamers", Journal of Adolescence, Vol.27 (2004), pp.87-96 https://doi.org/10.1016/j.adolescence.2003.10.007
  22. Gundlach, G. T., R. S. Achrol, and J. T. Mentzer, "The structure of commitment in exchange", Journal of Marketing, Vol.59 (1995), pp.78-92 https://doi.org/10.2307/1252016
  23. Hsu, Chin-Lung. and Lu, Hsi-Peng. "Why do people play on-line games? An extended TAM with social influences and flow experience", Information & Management, Vol.41, No.7(2004), pp.853-868 https://doi.org/10.1016/j.im.2003.08.014
  24. Jarvenpaa, S. L. and N. Tractinsky, "Consumer Trust in an Internet Store : A Cross Cultural Validation", Journal of Computer Mediated Communication. Vol.5, No.2(1999), pp.1-35
  25. Kelly, Harold H. Two Function of Reference Groups, in Swanson, G. E., T. E. Newcomb and E. L. Hartley(eds.), Reading Social Psychology 1947, pp.410-414
  26. Laroche, M., M. Cleveland, J. Bergeron, and C. Goutaland, "The Knowledge- Experience- Evaluation Relationship : A Structural Equations Modeling Test of Gender Differences", Canadian Journal of Administrative Sciences, Vol.20, No.3(2003), pp.246-259 https://doi.org/10.1111/j.1936-4490.2003.tb00315.x
  27. Marcella, A. J., "Establishing Trust in Vertical Markets-The Institute of Internal Auditors", Academy of Management Review, Vol.23(1999), pp.473-490 https://doi.org/10.2307/259290
  28. Mathieson, K. Predicting User Intentions : Comparing the Technology Acceptance Model with the Theory of Planned Behavior, Information Systems Research Vol.2, No.3(1991), pp.173-191 https://doi.org/10.1287/isre.2.3.173
  29. Meal, E. and B. E. Ashforth, "A partial test of the reformulated model of organizational identification", Journal of Organizational Behavior, Vol.13(1992), pp.103-123 https://doi.org/10.1002/job.4030130202
  30. Morris, M. G. and V. Venkatesh, "Age Differences In Technology Adoption Decisions : Implications for a Changing Work Force", Personnel Psychology, Vol.53, No.2 (2000), pp.375-403 https://doi.org/10.1111/j.1744-6570.2000.tb00206.x
  31. Newman, Joseph W. and Richard A. Werbel, "Multivariate Analysis of Brand Loyalty for Major Household Application", Journal of Marketing of Consumer Research. Vol.10 (1973), pp.418-430
  32. Novak, T. P. and D. L. Hoffman, "Marketing in Hypermedia Computer-Mediated Environments : Conceptual Foundations", Journal of Marketing, Vol.60(1996), pp. 50-68 https://doi.org/10.2307/1251841
  33. Novak, T. P., D. L. Hoffman, and Y. F. Yung, "Measuring the Customer Experience in Online Environments : A Structural Modeling Approach", Marketing Science, Vol.19, No.1(2000), pp.22-42 https://doi.org/10.1287/mksc.19.1.22.15184
  34. Novak, Thomas P. and Donna L. Hoffman, "Measuring the Flow Experience Among Web Users", working paper, Vanderbilt University 1997
  35. Park, C. Whan and V. Lessing. Parker, "Students and Housewives : Difference in Susceptibility to Reference Group Influence", Journal of Consumer Research Vol.4(1977), pp.102-110 https://doi.org/10.1086/208685
  36. Reichheld, F. F. and W. E. Sasser, "Zero Defections : Quality Comes to Service", Harvard Business Review, Vol.68(1990), pp.105-111
  37. Russell, James A., "How Shall an Emotion Be Called", In Circumplex Models of Personality and Emotion, Eds. R. Plutchick and H. R. Conte. Washington, DC ; American Psychological Association 1997, pp.205-220
  38. Schwarz, Nobert and Gerald L. Clore, "How Do I Fell about It? The Informative Funcion of Affective States", in Affect, Conition, and Social Behavior, ed. Klaus Fiedler and Joseph Forgas, Toronto : Horefe 1998, pp.44-62
  39. Sharafi, P., L. Hedman, and H. Montgomery, "Using Information Technology : Engagement Modes, Flow Experiences and Personality Orientations", Computers in Human Behavior, available online at http://www. sciencedirect.com 2004
  40. Taylor, S. and PA. Todd, "Understanding Information Technology Usage : A Test of Competing Models", Information Systems. Research, Vol.6, No.2(1995), pp. 144-176 https://doi.org/10.1287/isre.6.2.144
  41. Trevino, L. K. and J. Webster, "Flow in Computer-Mediated Communication", Communication Research, Vol.19, No.5(1992), pp.539-573 https://doi.org/10.1177/009365092019005001
  42. Youn, Seounmi., Mira. Lee, and Kenneth O. Doyle, "Lifestyles of Online Gamers : A Psychographic Approach", Journal of Interactive Advertising, Vol.3, No.2.(2003), http://jiad.org/vol3/no2/youn/