[KSCI] Korea Science Citation Index Service

http://dx.doi.org/10.5392/JKCA.2021.21.06.094

Effects on Users' Evaluation of Game Company's CSR Activities, Game Program Quality, and Brand Assets toward the Intention to Game Use: Focusing on NEXON

Suh, Su Jeong (한양대학교 신문방송학과)
Woo, Hyung Jin (한양대학교 신문방송학과)

Publication Information

The Journal of the Korea Contents Association / v.21, no.6, 2021 , pp. 94-103 More about this Journal

Abstract

The purpose of this study investigates how game users' evaluation on a game company's CSR activities, perceived quality of game programs, and its brand assets affect the intention to game use. Specifically, this study tries to find out the causal relations among variables as testing the hypotheses. Firstly, the effect of users' evaluation on a game company's CSR activities and its qualities of game programs on the brand assets. Secondly, the effect of users' evaluation on a game company's CSR activities and its qualities of game programs on the intention to game use. Thirdly, the effect of users' evaluation on a game company's CSR activities, the qualities of game programs, and the brand assets on the intention to game use. 367 college students were administrated to the survey. The results indicate that game users' evaluation on economic, ethical, and philanthropic responsibilities, except legal one have an effect on brand assets and intention to game use. Specially, on effects of the three independent variables(CSR activities, perceived quality, and brand assets) toward intention to game use, ethical responsibility and brand loyalty have statistically significant. This result confirms that game company's board of directors should consider ethical company management as well as CSR activities not as cost but as investment for increasing company's business profit.

Keywords

Corporate Social Responsibility; Perceived Quality; Brand Asset;

Citations & Related Records

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