• Journal of Korea Game Society
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• v.11 no.3
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• pp.73-84
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• 2011

Online game market accounts for 56.4% of entire game industry in Korea. MMORPG games account for a great part of online game market which have 45.27%. However, most of them are wholly reliant on their subjective criteria - not general rule or standard in the planning and developing process. For this reason, they can be easily misunderstood imitation game which has no difference or creativeness from masterpiece. In this paper to solve this problem especially deals with the quantification of flow through analysis of MMORPG to propose common information or method of quantitative analysis. The method of quantitative analysis which deals with the quantification of flow through analysis of successful MMORPG verifies the effectiveness of the proposed method.

• Journal of Korea Game Society
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• v.20 no.4
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• pp.21-32
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• 2020

The study took online game users' need for affect (approach/avoidance) and social norms (subjective/descriptive) into account and examined how these variables affected their attitude (utilitarian/hedonic) toward online games and their flow experience. Results from the hierarchical multiple regression analysis showed that, game users' approach affect and subjective norm had significant impacts on their utilitarian attitude, while their approach/avoidance affect and subjective norm had on their hedonic attitude toward onine games. Plus, the avoidance affect, subjective norm, and utilitarian/hedonic attitudes of game users had significant impacts on their flow experience.

• Journal of Korea Game Society
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• v.17 no.2
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• pp.165-174
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• 2017

This research was conducted to find out determinant variables which can influence the degree of flow in smoking simulation game. We set up flow experience as a dependent variable. Several factors including empathy, health concern, and brainwave(${\alpha}$, ${\beta}$) EEG(Electroencephalogram) as a physiological indicator, which was expected to affect flow, were set up as independent variables to perform regression analysis. As a result, empathy, health consciousness, and ${\beta}$ wave had positive influences on flow in smoking simulation game but ${\alpha}$ wave had negative effect. This research empirically analyzed users' experience and neurophysiological changes which can influence on flow in serious game and contributed to theoretical and methodological development in health-related game research.

• Journal of Korea Game Society
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• v.13 no.6
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• pp.5-14
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• 2013

This study has focused to identify what kinds of psychological state are most closely related in players experiencing flow while playing game. This study constructs a conceptual model of flow for game players by conducting a survey to 303 online game players. The results indicate that the state of flow was reached when players may gain opportunities for having high self-efficacy as they accomplished tasks. At the same time, it indicate that the higher cognitive performance and self-esteem was able to enhance the higher flow experience while playing a game. This study provides both practical and theoretical implications on how to increase players' flow by providing critical psychological states in the game.

• International Commerce and Information Review
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• v.17 no.3
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• pp.29-57
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• 2015

The purpose of this study is to find the factors of Social Network Games of continuous game flow and addiction. This study analyzes the significant factors of the addiction of SNGs from three categories. It also seeks to find out what relation between continuous game flow and addiction in SNGs. The model consists of three categories (SNG characteristic, User characteristic, and Environmental characteristic). The research model was conducted through the structural equation modeling(SEM) approach, and tested using 374 questionnaires. The results indicated that SNG characteristic(accessibility, enjoyment, feedback), User characteristic(self-control), Environmental characteristic(social interaction, subjective norm) have a positive effect on continuous game flow. The findings also that continuous game flow plays a moderation role that affects addiction. Finally, we discussed the research results and offered relevant suggestions for schools, firms, and future studies

• Journal of Korea Game Society
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• v.14 no.1
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• pp.7-18
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• 2014

For the rapid growth of Chinese on-line game market in this decade, it became more necessary to study Chinese on-line game industry, business strategy, and, especially the behavioral characteristics of on-line game users. In spite of these necessities, there were a few studies on these research fields in China. The current study investigated the relationships among perceived price, perceived quality, the flow, perceived value, and loyalty of Chinese on-line game user. In addition, we tested the influence factors on perceived value and game user loyalty of on-line game user through AMOS method. Results showed that perceived value and game loyalty are positively related perceived price and the flow, the flow and perceived value respectively.

• Journal of Korea Game Society
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• v.19 no.2
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• pp.5-22
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• 2019

This study analyzed the causes of over-flow of adolescent games as loneliness, lack of self-control, parents-open communication, peer-emotional support and the game motivation(immerse, social relations, achievement). For analysis, the research data, 'Game User Panel Research(1 to 4 years)', was provided by Korea Creative Content Agency. As a major result, adolescence loneliness and lack of self-control directly affected game over-flow, and the game's achievement motive in their relation of influence was mediated. Over time, the structure of the relationship between the cause and the effect has shown mostly consistent results.

• The Research Journal of the Costume Culture
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• v.27 no.2
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• pp.154-168
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• 2019

The present study investigated fashion Instagram marketing, applying the concept of gamification. It set out to examine the following specific issues: 1) perceptions of flow, pleasures, dimensions of game dynamics (challenge, competition, achievement, reward, relationships among participants, and relationships between brands and consumers), and consumer responses based on frequency and involvement in exercise; 2) the effects of game dynamics dimensions on flow and pleasure; and 3) the effects of flow and pleasure on consumer responses. An online survey was used to gather data and the study analyzed a total of 200 responses. The results of the study were as follows. Perception differences were found only in relation to exercise involvement. Competition, relationships among participants, and relationships between brands and customers positively predicted flow. Among the dimensions of game dynamics, challenge, competition, reward, relationships among participants, and relationships between brands and consumers positively influenced pleasure. In addition, the study also found that pleasure and flow had positive effects on intention to participate and brand loyalty. Meanwhile, only pleasure predicted word-of-mouth. These findings suggest that fashion brands implementing Instagram as a marketing channel should seek to stimulate pleasure and fun to provoke positive consumer responses. Furthermore, the findings of the study provide practical and useful insights for fashion brands implementing Instagram marketing.

• The Journal of the Korea Contents Association
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• v.6 no.10
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• pp.99-106
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• 2006

In recent years, the market for mobile games has become the most important part in the mobile content industry. The purpose of this study are to identify a causality between flow and customer loyalty in mobile games and to identify the factors by which flow is influenced. Mobile game players were surveyed and the data were statistically analyzed empirically. Empirical results indicate that four independent variables such as game design, challenge, skill and feedback have impacts on the flow. And customer loyalty is significantly influenced by the flow. Based upon the statistical results, some useful guidelines for mobile game development and market penetration strategies are also provided.

• Journal of Information Technology Services
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• v.6 no.3
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• pp.163-177
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• 2007

This research is the concept of a game addiction absorbed in the game based on the review and analysis of factors that affect the characteristics of game addiction, it is appropriate to extract the purpose of factors. Game addiction factor is composed of a total of 32 questions, and a total of 356 people, to collect data through surveys. Factor analysis of the collected data to the target as a result of physical and mental problems, loss of control, tolerance, and avoidance of real world consists of three sub-factors. Factors that affect flow of tolerance and loss of control, and avoid the real world, including two sub-factors that could determine. Diagnostic game addiction factor in the reliability coefficients (Cronbach alpha) is a robust .966 aspects in the event. The game addiction scale score of 90-game addiction by category 'regular user', 90 points and 114 between the terms 'potentially dangerous user' and 13 percent of the overall. Finally, more than 115 points in the 'high-risk user' has been classified as 5% of the overall distribution of the notice that. Such factors extract game is a game addict, addicted users of the game and tend to properly evaluate and navigate game addiction-related problems early in the game addiction and found it could be used properly.