Journal of Korea Game Society (한국게임학회 논문지)

Korea Game Society (한국게임학회)
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A Study on the Effect of Mobile Social Network Game Characteristics in Electronic Word of Mouth

모바일 소셜 네트워크 게임의 특성이 온라인 구전에 미치는 영향에 관한 연구

  • Kang, Moon-Young (Dept. of Business Administration, Graduate School of Soong-Sil University) ;
  • Chi, Yong-Shou (Dept. of Business Administration, Graduate School of Soong-Sil University) ;
  • Park, Jong-Woo (Dept. of Business Administration, School of Soong-Sil University)
  • 강문영 (숭실대학교 대학원 경영학과) ;
  • 지영수 (숭실대학교 대학원 경영학과) ;
  • 박종우 (숭실대학교 경영학부)
  • Received : 2014.07.01
  • Accepted : 2014.09.26
  • Published : 2014.10.20
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Abstract

This study is based on previous studies on the various types of games and analyse the effects of the characteristics of mobile social network games on online word-of-mouth of game users. As a result, it was revealed that commitment increased because of the features of not needing to access continuously, not interrupted by reciprocal relationship among users, a particular time and place. However, in the process of the interaction with the media, perceived individual social presence and asynchrony that did not need to continue to access, they did not affect satisfaction and respectively. In addition, this commitment had more effects on online word-of-mouth than satisfaction. Comprehensive the above, the research achievement of this study may be expected to contribute to the ongoing development of future domestic mobile social network game industry.

본 연구는 기존에 존재하는 다양한 형태의 게임에 대한 선행 연구를 기반으로 모빌리티와 소셜 요인을 부각시킨 새로운 게임형태인 모바일 소셜 네트워크 게임에 대해 연구하고 기존의 게임과는 차별화된 모바일 소셜 네트워크 게임의 특성이 게임 유저들의 온라인 구전에 미치는 영향에 대해 분석하였다. 그 결과 사용자 간의 상호적 관계, 시간과 장소의 구애를 받지 않고 지속적인 접속이 필요 없는 특성들이 몰입을 증가 시킨다는 사실을 밝혀냈다. 하지만 미디어와 상호작용 과정 속에서 개인이 지각하는 사회적 실재감과 비동기성은 만족에 영향을 미치지 않은 것으로 나타났다. 또한 이러한 몰입은 만족보다 온라인 구전에 많은 영향을 미치는 것으로 나타났고 이러한 연구결과는 향후 국내 모바일 소셜 네트워크 게임 산업의 지속적인 발전에 기여할 수 있는 참고자료가 될 수 있을 것이라고 기대한다.

Keywords

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