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http://dx.doi.org/10.5392/JKCA.2014.14.04.355

The influence of Social Norm and Critical Mass on Online Game User's Word of Mouth  

Bae, Jungho (상명대학교 국제통상학과)
Kim, Moon Seop (강원대학교 경영학과)
Publication Information
The Journal of the Korea Contents Association / v.14, no.4, 2014 , pp. 355-367 More about this Journal
Abstract
The purpose of this research is to find the specific structure with factors that affect online game users' positive word of mouth(WOM) for online game companies to maintain existing and new users. In previous studies the influence of characteristics of online games and attributes of users on intention to play online games is mainly focused on. However online games are products with communication on network, so that critical mass through diffusion as well as the use of product by individual consumers is important issues. Therefore, it is necessary to consider network externality effect that the more value can be obtained by more game users. The authors verified that the influence of the variables like social mass and critical mass, affecting consumers' attitude and WOM. According to the research results, social norm and critical mass have significant influence on positive attitude and WOM intention for online games. Another results verified that social norm and users' attitude affect positive WOM intention directly. These results suggest managerial implication regarding social norm and critical mass to online game companies that desire for WOM to get more online game users.
Keywords
Word of Mouth; Social Norm; Critical Mass; Online Game;
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