• The Journal of the Korea Contents Association
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• v.14 no.1
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• pp.165-178
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• 2014

Recently, the social network game (SNG) industry is expanding at a fast pace by the increase in the charged item sales. The objective of the present study is to explore factors influencing user intention to purchase charged items. Based on the literature review, flow has been introduced as an influential factor of the intention to purchase and individual influence, social relationship, and social influence as factors of flow. Enjoyment and self-competence are assumed to be measurement constructs for individual influence, social interaction and self-presentation for social relationship, social norm and perceived critical mass for social influence. Empirical analysis show that enjoyment and self-presentation has significant influence on users' flow while self-competence and social interaction has not. Also social norms and perceived critical mass directly influence intention to purchase items. Theoretical and practical implications are discussed by this results.

• Proceedings of the Korea Society of Information Technology Applications Conference
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• 2007.11a
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• pp.93-93
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• 2007

• Journal of Digital Convergence
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• v.18 no.2
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• pp.385-393
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• 2020

Focusing on the Chinese market of MSNG (Mobile Social Network Game), perceived flow and satisfaction were designed as parameters, purchasing intention was set up as dependent variables, the purpose of present research is to analyze the factors influencing purchase intention of the paid items in mobile social games by studying the game and personal characteristics in terms of interoperability, accessibility, interesting, operability, innovativeness and challenge. Data was collected by questionnaires, Amos was employed to analyze the relationship between purchase intention and target influencing factors. Results showed that characteristics of game and consumers of MSNG have positive effects on the flow and satisfaction of paid items. Moreover, the flow of paid items in MSNG has a positive effect on satisfaction; the flow and satisfaction of paid items in MSNG have a positive effect on purchase intention. more samples and references should be involved in the further study in order to acheive an comprehensive result on comparative study of the social and cultural characteristics between Chinese MSNG and Korean counterpart.

• Journal of Korea Game Society
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• v.21 no.6
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• pp.41-50
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• 2021

Character identification is illustrated in terms of game players' altered self-perception during gameplay. Research has shown that players' identification with game characters resulted in game players aligning their attitude with game character. This study investigates the relationships among control, ownership, character customization, identification, flow with game charater, and the impact on game players' behavior toward item purchase and play intention. Empirical results showed that character ownership and character customization significantly predicted use-character identification, but the impact of character control was not supported. In addition, the positive relationships between identification and flow was supported.

• Journal of Digital Convergence
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• v.10 no.11
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• pp.243-251
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• 2012

Digital items, considered as virtual assets, include avatars, accessories for the avatars, digital wallpapers, and game items, etc. The objective of this study is to examine the factors influencing the purchase of digital items. Factors, based upon Uses and Gratifications theory, including image making, self-expression, social awareness and fun-seeking, are introduced as salient variables for purchasing digital items. In addition, social identification and flow are also considered as key motivators. Statistical results indicates that social identification affects both flows and the intension to purchase digital items, and then flow next influences intension to purchase. It was also found that motives based upon Uses and Gratifications theory influences social identification, but have no impact on flow. As a conclusion, the academic and practical implications of these findings are also discussed.

• Journal of Korea Game Society
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• v.19 no.3
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• pp.113-122
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• 2019

The study classifies online game users with two groups, which are users who purchase functional items and emotional items. This research used statistic tool, STATA MP, trying unpaired t-test to find relationships between two groups on payment intention and characteristics. The result shows that the users with functional items prefer community-oriented mind and interaction with other users while users with emotional items intend to consider item's design and superiority with higher purchasing satisfaction. The result of this study seems to give some implications to game companies when improving its purchasing system with charged items.

• The Journal of Society for e-Business Studies
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• v.10 no.4
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• pp.83-100
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• 2005

In this paper, we investigate the concept of cyber identity built in cyberspace and analyze the effects of general perception toward cyber identity on loyalty and purchase intent. Cyber identity is classified into two types: personal and social cyber identity, and has five components. Avatars and online gaming capability make up personal cyber identity while online communities and instant messenger count as social cyber identity. We regard blog personalities as having both personal and social characteristics. In our survey, we conclude that internet users want to purchase cyber items such as avatars, online game items, and wallpaper pictures to enhance their cyber identities. Based on the survey results , we derive five factors comprising personal cyber identity and social cyber identity using factor analysis and analyze overall effects of cyber identity on loyalty and purchase intention using Structural Equation Model.

• 한국HCI학회:학술대회논문집
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• 2007.02a
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• pp.8-15
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• 2007

최근 온라인 게임 시장이 급속하게 성장하고 있다. 온라인 게임은 컴퓨터 게임의 장르 중에 상당히 큰 비중을 차지하고 있으며, 많은 사용자들은 온라인 게임을 매일 즐기고 있다. 온라인 게임 시장이 커지면서, 온라인 게임 아이템의 거래 시장 역시 성장하고 있으며, 온라인 게임 아이템은 게임 안에서 거래가 이루어질 뿐만 아니라 게임 밖에서도 실제 화폐를 통해 거래되고 있다. 게임 아이템에 대한 경매 사이트가 국내뿐만 아니라 외국에도 존재하여 활발히 거래가 이루어 지고 있으며, 2004년에는 게임 아이템의 구매를 위해서 최대 8억 8000만 달러에 이르는 실제 화폐가 지불될 정도로 게임 아이템의 거래 시장은 거대하다. 이렇게 규모가 커진 게임 아이템 거래 시장은 학술적으로, 실용적으로 많은 중요성을 갖는다. 그러나 온라인 게임 아이템 거래에 대한 실증적인 연구는 많지 않다. 몇몇 온라인 게임 아이템 거래에 대한 연구는 게임 아이템의 권리를 중심으로 연구가 되었으며, 게임에 대한 많은 연구는 게임 아이템보다는 몬스터와 싸우는 것이나 게임 캐릭터를 만드는 것과 같은 게임 플레잉 설계에 집중하고 있다. 또한 전자 상거래 분야에서는 사용자들이 거래를 통해 최대한의 이윤을 얻기 위할 것이라는, 즉 외적 동기를 가지고 있을 것이라는 가정을 바탕으로 거래의 효율성과 거래 비용에 초점을 맞추어 연구가 진행되었다. 그러나 온라인 게임 아이템은 실용적인 성격뿐만 아니라 유희적 성격을 가지고 있기 때문에 온라인 게임 아이템 거래에서 사용자는 외적 동기뿐만 아니라 내적 동기도 함께 가지게 된다. 본 연구는 거래 비용이론과 몰입, 그리고 재미와 관련된 이론을 바탕으로, 온라인 게임 아이템의 거래 방식이 사용자의 지각된 재미와 사용자가 느끼는 거래비용에 미치는 영향을 실험 방법론을 통해 실증적으로 검증하였다. 본 연구의 결과, 거래에서 내적 동기를 가진 사용자는 게임 아이템 거래 의도에 지각된 재미가 거래 비용에 비해 더 많은 영향을 미쳤으며, 외적 동기를 가진 사용자는 게임 아이템 거래 의도에 지각된 거래비용이 지각된 재미에 비해 더 많은 영향을 미쳤다. 본 연구의 결과는 과거 대부분의 관련 연구가 거래 방법의 유용성만을 강조해왔던 것과는 달리, 거래 자체의 재미와 즐거움, 그리고 거래에 대한 몰입 등의 감성적 측면을 고려함으로써 거래 비용 이론을 확장했다는 데 이론적 의의가 있을 것이다. 또한 실용적 측면에서 게임 아이템 거래 방식을 어떻게 설정해야 사용자들에게 유용성과 더불어 재미를 제공해 줄 수 있는지에 대한 실질적인 가이드라인을 제시할 수 있을 것이다.

• Journal of the Korean Society of Clothing and Textiles
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• v.33 no.12
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• pp.1956-1964
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• 2009

Understanding ethical fashion consumers in Korea is essential for the expansion of the ethical fashion market. This study analyzed ethical consumers in Korea in an examination of the factors that influence ethical purchase behavior and attitudes. The differences between ethical fashion consumers and non-ethical fashion consumers were investigated using eight variables (perceived consumer effectiveness (PCE), self-direction, benevolence, universalism, social responsibility, perceived behavioral control, face saving, and group conformity). Data were collected by means of a questionnaire through both on-line and off-line surveys from April 20 to June 7, 2009. Only the respondents knowledgeable of ethical products or ethical consumption were asked to complete the questionnaire. A total of 494 samples were used for analyses. Using independent samples t-test, the differences in each variable between two groups were examined. There were significant differences between ethical fashion consumers and non-ethical fashion consumers in attitudes toward ethical consumption behavior, behavioral intention, PCE, self-direction, universalism, social responsibility, and face saving variables. The factors influencing attitude and behavior intention were investigated by step-wise regression analyses. For ethical fashion consumers, the attitudes to ethical consumption behavior were largely influenced by PCE and benevolence. Social responsibility was the most predictable variable in guiding behavioral intention. Behavioral intention was also influenced by benevolence and attitude. Group conformity was found to be negatively correlated with behavioral intention. The findings of this study provide significant guidance for marketers of ethical fashion products. This study is the start of ethical fashion consumer research in Korea and can develop into variable subfields in the future.

• The Journal of the Korea Contents Association
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• v.19 no.9
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• pp.152-161
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• 2019

The purpose of this study was to research the relationships among utilitarian perceptions, hedonic perceptions, perceived usefulness and behavioral intention. Recently, consumers rely heavily on user-generated contents of social media channels to support their purchase decisions, such as electronic word-of-mouth. Electronic word-of-mouth helps consumers to evaluate items before making purchase, to reduce purchase risks and to support their purchase decisions. This study was based on both the analysis derived from a hypothesis and literature reviews and data collected from 255 travelers who had used travel review website at least once. The results of empirical analysis showed as follows. First, Utilitarian perceptions(information quality) has a significant impact on the perceived usefulness of a travel review website. Second, Enjoyment has a significant impact on the perceived usefulness of a travel review website. Third, Curiosity fulfilment has a significant impact on the perceived usefulness of a travel review website. Finally, Perceived usefulness of a travel review website has a significant impact on behavioral intention. Based on these findings, the implications and limitations of the study were presented including some directions for future studies.