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http://dx.doi.org/10.14400/JDC.2017.15.5.381

An Analysis of Influential Factors from Continuous Use by Mobil Game Users : Lifestyle under Gender and Nationality  

Shim, Sun-Ae (Dept. of Holography 3D Contents, Kwangwoon Graduate School)
Jung, Hyung-Won (Dept. of Information & Contents, College of Natural Science Kwangwoon univ.)
Publication Information
Journal of Digital Convergence / v.15, no.5, 2017 , pp. 381-390 More about this Journal
Abstract
Lifestyle is an important variable to understand consumer behavior because it is a lifestyle that is common to all members of society or some members of society. so In this study, the survey has been performed on adult mobile game users over the age of 20 in Korea and China to evaluate the correlation between lifestyle and will of continuous use of game by mobile game users, and the hierarchical multiple regression analysis has been performed on the collected data by using the statistical package program SPSS 20.0. There were total 212 respondents with the gender ratio of 50:50, and 107 respondents were Korean, and 105 respondents were Chinese. As a result of study, first, regardless of lifestyle, more male and more Chinese respondents showed higher will of continuous use. Second, among mobile game user lifestyles, the challenge-oriented, trend-oriented, conservative, and ostentatious lifestyles could become significant causal variables for the will of continuous use of game. Yet, the influence of such lifestyle was not correlated with individual genders or nationalities. The result of this study will be provided as the basic data to establish the strategic solution for companies and government policies for entrance into the mobile game market of China in the future.
Keywords
Mobil game; Lifestyle; Will of Continuous Use; Challenge-oriented; Creation-oriented; Trend-oriented; Conservative and Ostentatious;
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