Journal of Digital Convergence (디지털융복합연구)

The Society of Digital Policy and Management (한국디지털정책학회)
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A Study on the Purchasing Intention of Paid Items in Mobile Social Game-Focusing on game and personal characteristics

모바일 소셜 게임 기반으로 유료아이템의 구매의도에 미치는 영향 - 게임특성 및 개인특성 중심으로 -

  • 조용비 (공주대학교 게임디자인학과) ;
  • 경병표 (공주대학교 게임디자인학과) ;
  • 이동열 (공주대학교 게임디자인학과)
  • Received : 2019.12.19
  • Accepted : 2020.02.20
  • Published : 2020.02.28
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Abstract

Focusing on the Chinese market of MSNG (Mobile Social Network Game), perceived flow and satisfaction were designed as parameters, purchasing intention was set up as dependent variables, the purpose of present research is to analyze the factors influencing purchase intention of the paid items in mobile social games by studying the game and personal characteristics in terms of interoperability, accessibility, interesting, operability, innovativeness and challenge. Data was collected by questionnaires, Amos was employed to analyze the relationship between purchase intention and target influencing factors. Results showed that characteristics of game and consumers of MSNG have positive effects on the flow and satisfaction of paid items. Moreover, the flow of paid items in MSNG has a positive effect on satisfaction; the flow and satisfaction of paid items in MSNG have a positive effect on purchase intention. more samples and references should be involved in the further study in order to acheive an comprehensive result on comparative study of the social and cultural characteristics between Chinese MSNG and Korean counterpart.

본 연구는 모바일 소셜 게임(Mobile Social Network Game, MSNG) 중의 유료아이템 구매의도에 영향을 미치는 요인들을 결정하기 위한 모델을 게임특성과 개인특성을 상호작용성, 접근성, 재미성, 조작성, 개인혁신성, 도전감 총 6 개 요인으로 추출하여 인지된 플로우(Flow)와 만족도를 매개변수로, 구매의도를 종속변수로 설계하여 중국시장을 중심으로 제안하고 검증하였다. 설문지를 통해 데이터를 수집하고, 또한 Amos를 이용하여 구매의도와 목표 영향 요인 사이의 관계를 분석한다. 연구결과를 보면 MSNG의 게임특성(상호작용, 접근성, 재미성, 조작성)요인이 유료아이템의 플로우와 만족도에 정(+)의 영향을 미치는 것으로 나타났다. MSNG의 소비자특성(개인혁신성, 도전감)요인이 유료아이템의 플로우와 만족도에 정(+)의 영향을 미치는 것으로 분석되었다. 셋째, MSNG 유료아이템의 플로우이 만족도에 정(+)의 영향을 미치는 것으로 분석되었다. MSNG 유료아이템의 플로우와 만족도가 구매의 정(+)의 영향을 미치는 것으로 나타났다. 향후연구에서는 연구 표본의 확대를 통해 한·중 MSNG를 비교하여 사회적 및 문화적 특성들을 도입하며 비교 연구를 통해 중국 게임 시장에 유익한 점을 도출하여 중국 게임 회사들에게 우수한 마케팅 전략을 제공할 것이다.

Keywords

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