Browse > Article

A Comparative Study on Players' Satisfaction, Trust toward Game Publishers, and Roles of Community in Korean and Japanese Online Game markets  

Um, Myoung-Yong (성균관대학교 경영학부)
Kim, Tae-Ung (성균관대학교 경영학부)
Publication Information
Asia pacific journal of information systems / v.16, no.1, 2006 , pp. 103-125 More about this Journal
Abstract
Online game business has emerged as the most lucrative entertainment industry, with over 10 million players in South Korea and over 30million in Japan in 2005. While the interactive entertainment market continues to expand, with many new online game publishers entering the market, relatively little theory has been developed about which factors influence online gamers' behavioral intentions (i.e., loyalty, satisfaction, words of mouth, etc.) in this area. The purpose of this research is to investigate the relationships among the gamers' satisfaction, trust toward game publishers, the role of online game community, social reputation, and the managerial support of game publishers. We also examine the differences between Korean and Japanese gamers concerning the relationships of these key success factors. The structural model is tested with the data from entire data samples (i.e., Korean and Japanese gamers pooled together) and each of the sub-samples (i.e., Korean and Japanese gamers taken separately). Properties of the causal paths, including standardized path coefficients, the significance of difference, and variance explained for Trust and Satisfaction in the hypothesized model, are presented. Following the model test, we conduct a test of the differences in path coefficients between Korean and Japanese gamers. Statistical results show that, compared to Japanese gamers, Korean gamers had a greater salient effect on Social Reputation in determining. Trust, in addition to placing a greater emphasis on Support of Game Publishers in determining Social Reputation. Other interesting results concerning game Publishers' strategy are also presented.
Keywords
Online-Game; Multi-group Analysis of Structural Invariance; Factor Loading Invariance; Structural weight Invariance; Invariance Test; Online Community;
Citations & Related Records
Times Cited By KSCI : 2  (Citation Analysis)
연도 인용수 순위
1 엄명용, 김태웅, 김정구, '온라인 게임의 애호도에 관한 실증적 연구: 상호작용성과 현존감을 중심으로,' 경영과학, 제22권 제1호, 2005
2 정재진, 장정무, 김태웅, '온라인게임 개발전략에 관한 탐색적 연구: 게임 커뮤니티 활용을 중심으로,' 정보처리학회논문지 D, 제11-D권 제4호, 2004, pp. 991-1002
3 한국게임산업개발원, 대한민국 게임백서, 문화관광부, 2004
4 Aaker, Jennifer, 'The Malleable Self : The Role of Self-Expression in Persuasion,'Journal of Marketing Research, Vol. 36, No. 1, 1999, pp. 45-57   DOI   ScienceOn
5 Ajzen, I. and Fishbein, M., Belief, Attitude, Intention and Behavior: An Introduction to Theory and Research, Addison-Wesley, 1975
6 Anderson, E.W., Claes Fornell, and Donald, R.L., 'Customer Satisfaction, Market Share, and Profitability: Findings From Sweden,'Journal of Marketing, Vol. 58, 1994, pp. 53-66   DOI   ScienceOn
7 Anderson, J.C. and Gerbing, D.W., 'Structural Equation Modeling in Practice: A Review and Recommended Two-step Approach,'Psychological Bulletin, Vol. 103, No. 3, 1988, pp. 411-423   DOI
8 ARC Group, Mobile Games - Expanding Roles and Revenue Opportunities, 2002, pp. 6-4
9 Bagozzi, R.P., 'Performance and Satisfaction in and Industrial Sales Force: An Examination of their Antecedents and Simultaneity,'Journal of Marketing, Vol. 44, 1988, pp. 65-77
10 Byrne, B.M., Structural Equation Modeling With Amos, Basic Concepts, Applications, and Programming, Lawrence Erlbaum Assoc Inc, 2001
11 Calantone, R.J. and Yushan Sam Zhao., 'Joint Ventures in China: A Comparative Study of Japanese Korean, and U.S. Partners,'Journal of International Marketing, Vol. 9 Issue 1, 2001, pp. 1-23   DOI   ScienceOn
12 Chin-Lung H. and Hsi-Peng, L., 'Why do People Play on-line Games? An Extended TAM with Social Influences and Flow Experience,'Information & Management, Vol. 41, Issue 7, 2004, pp. 853-868   DOI   ScienceOn
13 Chorng-Shyong, O., Jung-Yu, L., 'Gender Difference in Perceptions and Relationship among Dominants of e-learning Acceptance,'Computers in Human Behavior, In Press, Corrected Proof, 2004, Available online at http://www.sciencedirect.com.
14 Fernback, J., The Individual within the Collective: Virtual Ideology and the Realization of Collective Principles. In Jones, S. G. (ed.), Cyber-Society: Computer-Mediated Communication and Community, London: Sage, 1997
15 Jreskog, K.G., Simultaneous Factor Analysis in Several Populations, In K. Joreskog and D. Sorbom (eds.), Advances in Factor Analysis and Structural Equation Modeling, Cambridge, MA: Abt Books, 1979, pp. 189-206
16 Jreskog, K.G., 'A General Method for Analysis of Covariance Structures,'Biometrika, Vol. 57, 1970, pp. 239-251   DOI
17 Kaplan, D., Structural Equation Modeling- Foundations and Extensions, Sage Pubns, 2000
18 Long, J.S., Confirmatory Factor Analysis: A Preface to LISREL, Beverly Hills, CA: Sage, 1983
19 김정구, 김태웅, 박승배, '온라인 게이머의 라이프스타일에 관한 탐색적 연구: 비게이머와의 비교 및 게이머 세분시장별 비교,' 경영학연구, 제32권 제6호, 2003, pp. 1741- 1770
20 김기영 외, 구조방정식모형의 분석, 자유아카데미, 2001
21 Iansiti, M. and MacCormack, A., 'Developing Products on Internet Time,'Harvard Business Review, Vol. 75, No. 5, 1997, pp. 108-117
22 Bollen, K.A., Structural Equations with Latent Variables, New York: Wiley, 1989
23 Fournier, S., 'Consumer and Their Brands: Developing Relationship Theory in Consumer Research,'Journal of Consumer Research, Vol. 24, No. 4, 1998, pp. 343-373   DOI   ScienceOn
24 Mayer, R.C., Davis, J.H., and Schoorman, F.D., 'An Integrative Model of Organizational Trust,'Academy of Management Review, Vol. 20, Issue 3, 1995, pp. 709-734   DOI
25 Byrne, B.M., Structural Equation Modeling with LISREL, PRELIS, and SIMPLIS: Basic Concepts, Applications, and Programming, Mahwah, NJ: Lawrence Erlbaum, 1998
26 김창수, 조은석, 'e-CRM에 기반한 온라인 커뮤니티 사이트 활성화 모형 : 방송사 사례를 중심으로,' Information Systems Review, 제6권 제2호, 2004, pp. 81-96
27 김남희, 이상철, 서영호, '한국기업의 일본 인터넷시장 진출전략: 멀티그룹구조분석(MSEM)을 이용한 한국과 일본의 온라인게임 충성도 비교를 중심으로,' 품질경영학회지, 제13권 제1호, 2003
28 김지경, 김상훈, '온라인 게임 서비스 이용 고객의 관계지속기간에 영향을 미치는 요인에 관한 연구,' 마케팅연구, 제19권 제1호, 2004, pp. 243-268
29 Rollings, A. and Adams, E., Andrew Rollings and Ernest Adams on Game Design, 1st ed., Pearson Education Inc, 2004
30 Brown, M.W. and Cudeck, R., Alternative ways of assessing model fit, In K.A. Bollen and J.S. Long (eds.), Testing Structural Equation Models. Newbury Park, CA: Sage, 1993, pp. 136-162
31 Doll, W.J., Ziaodong Deng, Raghunathan, T.S., Torkzadeh, Gholamreza, and Weidong Xia, 'The Meaning and Measurement of User Satisfaction: A Multigroup Invariance Analysis of the End-User Computing Satisfaction Instrument,'Journal of Management Information Systems, Summer, Vol. 21 Issue.1, 2004
32 이상철, 김남희, 문제영, '심리적 유인과 사이트품질, 공동체의식이 온라인게임에 미치는 영향,' 경영정보학연구, 제13권 제4호, 2003, pp. 207-227
33 Ajzen, I., From Intentions to Actions: A Theory of Planned Behavior, In J.Kuhl & J. Beckmann (Eds.), Action control: From cognition to behavior (pp. 11-39). Heidelberg: Springer, 1985
34 Jarvenpaa, S.L. and Tractinsky, N., 'Consumer Trust in an Internet Store: A Cross Cultural Validation,'Journal of Computer Mediated Communication, Vol. 5, No. 2, 1999, pp. 1-35
35 Marcella, A.J., 'Establishing Trust in Vertical Markets-The Institute of Internal Auditors,'Academy of Management Review, Vol. 23, 1999, pp. 473-490   DOI
36 Mukherjee, A., Nath, P., and Pal, M., 'Resource, Service Quality and Performance Triad: A Framework for Measuring Efficiency of Banking Services,'Journal of the Operational Research Society, Vol. 54, No. 7, 2003, pp. 723-735   DOI   ScienceOn
37 성희승, 김근배, '커뮤니티 운영이 웹사이트 만족도와 구전에 미치는 영향-조직동일시 이론을 중심으로,' 한국유통학회, 2001년 춘계학술대회 발표논문집, 2001
38 한국게임산업개발원, 2005 韓.日 게임이용자 조사보고서, 문화관광부, 2005
39 Oliver, R.L., Satisfaction: A Behavioral Perspective on the Consumer, Boston, Irwin McGraw-Hill, 1997
40 조현철, 구조방정식모델 SIMPLIS and AMOS, 석정, 2003
41 Smith, R. and Houston, M., Script-Based Evalution of Satisfaction with Service, In Beery, L.L., G.L. Shostack, and G. Upah, eds, Emerging Perspectives on Service Marketing, Chicago, IL: Ameriacan Marketing Association, 1983
42 조남재, 백승익, 류경문, '온라인게임 충성도에 미치는 영향요인에 관한 연구,' 한국경영과학회지, 제26권 제2호, 2001, pp. 85-97
43 Kline, R.B., Principles And Practice of Structural Equation Modeling, Guilford Pubn, 2004
44 Morrison, D.E. and Firmstone, J., 'The Social Function of Trust and Implications For E-Commerce,'International Journal of Advertising, Vol. 19, 2000, pp. 599-623   DOI
45 Moorman, C., Deshpande, R., and Zaltman, G., 'Factors AffecLewickiting Trust in Market Research Relationships,'Journal of Marketing, Vol. 57, No. 1, 1993, pp. 81-101   DOI   ScienceOn
46 Winn, B.M and Fisher II, John W., 'Design of Communication, Competition, and Collaboration in Online Games,'Accepted for Presentation at Computer Game Technology Conference, 2004
47 Kohler, Statistics for Business and Economics, 2002 Thomson Learning
48 Rheingold, H., A Slice of Life in my Virtual Community, In L. M. Harasim(Ed.). Global Networks: Computers and International Communication, Cambridge, MA: MIT Press, 1994
49 김구성, 이수동, 김주영, '인터넷 쇼핑에서 모 기업의 신뢰가 인터넷 쇼핑몰의 신뢰와 구매의도에 미치는 영향 - 구매경험자와 탐색경험자 비교연구-,' 유통연구, 제9권 제4호, 2004, pp. 85-115
50 김민규, '패러다임의 변화와 게임의 미래,' 한국게임산업개발원, 2005
51 Friedl, M., Online Game Interactivity Theory, Charles River Media Inc., Hingham Massachusetts, 2003
52 Marcoulides, G.A. and Hershberger, S.L., Multivariate Statistical Methods: A First Course, Mahwah, NJ: Lawrence Erlbaum, 1997
53 Castronova, E., 'The Price of Man and Woman a Hedonic Pricing Model of Avatar Attributes in a Synthetic World,'CESifo Working Paper, 2003, www.cesifo.de
54 Jreskog, K.G. and Sorbom, D., LISREL 8: Structural Equation Modeling with the SIMPLIS Command Language, Mooresville, Ill.: Scientific Software, 1993
55 최동성, 박성준, 김진우, '고객충성도에 영향을 미치는 온라인게임의 중요요소에 대한 LISREL 모델 분석,' 경영정보학연구, 제11권 제3호, 2001, pp. 1-21
56 한영혜, '일본의 사회의식론 -범주로서의 형성과 변용: 이론적 전개를 중심으로-,' 아시아문화, 제9권, 1993, pp. 155-160
57 Churchill, G.A. Jr. and Supernant C., 'An Investigation into the Determinants of Customer Satisfaction,'Journal of Marketing Research, Vol. 19, 1982, pp. 491-504   DOI   ScienceOn
58 Doney, P.M. and Joseph, P.C., 'An Examination of the Nature of Trust in Buyer- Seller Relationship,'Journal of Marketing, Vol. 61, 1997, pp. 35-51   DOI   ScienceOn
59 Bentler, P.M. and Bonett, D.G. 'Significance Tests and Goodness-of-fit in the Analysis of Covariance Structure,'Psychological Bulletin, Vol. 88, No. 3, 1980, pp. 588-606   DOI
60 Laroche, M., Cleveland, M., Bergeron, J., and Goutaland, C., 'The Knowledg-Experience-Evaluation Relationship: A Structural Equations Modeling Test of Gender Differences,'Canadian Journal of Administrative Sciences, Vol. 20, No. 3, 2003, pp. 246-259   DOI   ScienceOn
61 Yee, N., 'Understanding MMORPG Addiction,'http://www.nickyee.com/hub/ addiction/home.html, 2002
62 김정구, 박승배, 김규한, '마케팅활동, 사회적 상호작용, 플로우가 온라인게임의 애호도와 구전에 미치는 영향에 관한 연구,' 마케팅연구, 제18권 제3호, 2003, pp. 93-120
63 Bentler, P.M., Theory and Implementation of EQS: A Structural Equations Program, Los Angeles: BMDP Statistical Software, 1988
64 Marsh, H.W., 'The Factorial Invariance of Responses by Males and Females to a Multidimensional Self-concept Instrument: Substantive and Methodological Issues,'Multivariate Behavioral Research, Vol. 22, No. 4, 1987, pp. 457-480   DOI
65 Doise, W. and Sinclair, A., 'The Categorization Process in Intergroup Relations,'European Journal of Social Psychology, Vol. 3, 1973, pp. 145-157   DOI
66 Hagel, J. and Armstrong, A., Net Gain - Expanding Markets through Virtual Communities, Boston: Harvard Business School Press, 1997
67 Smith, J.B. and Barclay, D.W., 'The Effects of Organizational Differences and Trust on the Effectiveness of Selling Partner Relationships,'Journal of Marketing, Vol. 61, January 1997, pp. 3-21   DOI   ScienceOn
68 Xiaodong, Deng, William, J.D., Anthony R. Hendrickson and Joseph A. Scazzero, 'A multi-group Analysis of Structural Invariance: An Illustration using the Technology Acceptance Model,'Information & Management, Vol. 42, Issue 5, July 2005, pp. 745-759   DOI   ScienceOn
69 Anderson, J.C., Narus, J.A, Business Market Management, Understanding, Creating and Delivering Value, New Jersey, Prentice Hall, 1999
70 박철, 강병구, '소비자의 온라인 구매경험에 다른 전자상거래 신뢰형성 요인에 관한 연구,' Information Systems Review, 제5권 제1호, 2003, pp. 81-96
71 Pine, J.B. and Gilmore, J.H., The Experience Economy, Harvard Business School Press, 1999
72 Carmines, E. and McIver, J., Analysing Models with Unabserved Variables: Analysis of Covariance Structures, In G. Bohrnstedt and E. Borgatta(eds.), Social Measurement: Current Issues, Beverly Hills, Calif.: Sege, 1981