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http://dx.doi.org/10.7583/JKGS.2021.21.2.111

A Study on the Marketing Performance of Self-character Identification and Relation Internalization in MMOPRPGs  

Lee, Yongkuk (Dept. of Global Business Management, Sangmyung University)
Hong, Seongtae (Dept. of Global Business Management, Sangmyung University)
Lee, Won-jun (Business Department, Cheongju University)
Publication Information
Journal of Korea Game Society / v.21, no.2, 2021 , pp. 111-122 More about this Journal
Abstract
MMORPG game is an industry that is growing fast through COVID-19. This study confirmed the factors that influence the self-character identification and social relation internalization of MMORPG games and identified the factors that affect the intention to purchase items and the intention to continue play. According to the PLS analysis, the influence of the character characteristics and social characteristics of MMORPG on self-character identification and game commitment was significantly confirmed. In addition, the relationships between these mediating variables and user behavior were tested. The results of this study suggested the importance of researching MMORPGs' game characters and could be used to improve the competitiveness of MMORPG game companies.
Keywords
MMORPG; Motivation; Self-character identification; Internalization; Marketing performance;
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