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http://dx.doi.org/10.7583/JKGS.2015.15.4.133

A Study on Impact of Game Overindulgence and Addiction on Game Companies Loyalty, Product Loyalty, and Profitability  

Lee, Ji-Hun (Dept. College of General Education Sungshin Women's University)
Publication Information
Journal of Korea Game Society / v.15, no.4, 2015 , pp. 133-144 More about this Journal
Abstract
This study aims to establish the concepts of overindulgence and addiction and present proposals on game policies and marketing for game companies by identifying relationship among game product loyalty, game company loyalty, and game company profitability from the psychological viewpoint (game overindulgence and addiction) of online and mobile gamers. Accordingly, this study has the following implications. First, government should realize the fact even gamers are confused over differences in such concepts concerning game and have processes to reestablish game overindulgence and game addiction and follow policies to establish such images. Second, loyalty to game products should be enhanced by highlighting the features to buy items and additional contents through game networks as well as features to share contents and records generated within games for those with overindulgence. Moreover, companies should strengthen publicity to increase loyalty to game companies. Conversely, the focus should be on game product image rather than corporate image. Third, game companies should engage in strategies for the game's direction, development, and marketing to establish positive brand based on game products and help become the brand of the corporation itself. Fourth, there is a necessity to increase gamers and study their satisfaction rate based on game development and efficient marketing.
Keywords
Game Overindulgence; Game Addiction; loyalty; Profitability;
Citations & Related Records
Times Cited By KSCI : 3  (Citation Analysis)
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