Journal of Korea Game Society (한국게임학회 논문지)

Korea Game Society (한국게임학회)
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A Study on the User Immersion and Loyalty of MMORPG Avatar Customization

MMORPG에서 아바타 커스터마이징의 유저 몰입요인과 충성도에 관한 연구

  • Yang, Gi Hyun (Dept. of Game Producing, Graduate School of Industry, Hongik University) ;
  • Paik, Chul-Ho (School of Games, Hongik University)
  • 양기현 (홍익대학교 산업대학원 게임프로듀싱전공) ;
  • 백철호 (홍익대학교 게임학부)
  • Received : 2012.10.04
  • Accepted : 2013.04.10
  • Published : 2013.04.20
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Abstract

The development of technology has enabled users to customize avatars using various combinations and appearances in MMORPG. This study investigated the loyalty and user immersion factors of MMORPG avatar customization, which included personal factors (self-esteem, self-efficacy) and environmental factors (challenging spirit, sense of unity). immersion factors were extracted and a research model was established by observing precedent studies conducted on Flow theory and on the development and transformation of avatars. This study established a theory based on a developed research model and by surveying the users of AION, a MMORPG game, who actively enjoyed avatar customization, after determining measurement items based on precedent studies. The research results showed that self-esteem, a challenging spirit and sense of unity must be enhanced to increase the customization immersion. In addition, research results showed that the degree of loyalty increased with higher customization immersion.

기술의 발전으로 MMORPG에서 수많은 조합과 외형의 아바타 커스터마이징이 가능하게 되었다. 본 연구는 MMORPG 아바타 커스터마이징의 유저 몰입요인인 개인적 요인(자아존중감, 자기효능감)과 환경적 요인(도전감, 일체감)과 충성도에 관한 연구이다. 몰입 이론과 아바타의 성장과 변화에 대한 선행연구를 통해 몰입요인을 추출하고 연구모델을 설정했다. 설정된 연구 모델을 토대로 가설을 세웠으며, 선행연구들을 통해 측정항목들을 정한 후 아바타 커스터마이징을 활발히 즐기고 있는 MMORPG: AION 유저를 대상으로 설문조사를 했다. 연구 결과, 커스터마이징 몰입을 높이기 위해서는 자아존중감과, 도전감, 일체감을 높여야 하는 것으로 나타났다. 그 중에서도 일체감이 가장 높은 영향을 미치는 것으로 조사되었다.

Keywords

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