• Journal of Global Scholars of Marketing Science
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• v.18 no.1
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• pp.59-80
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• 2008

Recently, e-sports are growing with potentiality as a new industry with conspicuous profit model. But studies that dealing with e-sports are not enough. Hence, proposes of this paper are both to establish basic model that is for the design of e-sport marketing strategy and to contribute toward future studies which are related to e-sports. Recently, the researches to explain sports-sponsorship through the identification theory have been discovered. Many researches say that somewhat proper identification is a requirement for most sponsors to improve the their images which is essential to sponsorship activity. Consequently, the research for sponsorship associated with identification in the e-sports, not in the physical sports is the core sector of this study. We extracted the variables from online's major characteristics and existing sport sponsorship researches. First, because e-sports mean the tournaments or leagues in the use of online game, the main event of the game is likely to call it online game. Online media's attributes are distinguished from those of offline. Especially, interactivity, anonymity, and expandibility as a e-sport game attributes are able to be mentioned. So, these inherent online attributes are examined on the relationship with flow. Second, in physical sports games, Fisher(1998) revealed that team similarity and team attractivity were positively related to team identification. Wann(1996) said that the result of former game influenced the evaluation of the next game, then in turn has an effect on the identification of team supporters. Considering these results in the e-sports side, e-sports gamer' attractivity, similarity, and match result seem to be important precedent variables of the identification with a gamer. So, these e-sport gamer attributes are examined on the relationship with both flow and identification with a gamer. Csikszentmihalyi(1988) defined the term flow as feeling status for him to be making current positive experience optimally. Hoffman and Novak(1996) also said that if a user experienced the flow he would visit a website without any reward. Therefore flow might be positively associated with user's identification with a gamer. And, Swanson(2003) disclosed that team identification influenced the positive results of sponsorship, which included attitude toward sponsors, sponsor patronage, and satisfaction with sponsors. That is, identification with a gamer expect to be connected with corporation identification significantly. According to the above, we can design the following research model. All variables used in this study(interactivity, anonymity, expandibility, attractivity, similarity, match result, flow, identification with a gamer, and identification with a sponsor) definitely were defined operationally underlying precedent researches. Sample collection was carried out to the person who has an experience to have enjoyed e-sports during June 2006. Much portion of samples is men because much more men than women enjoy e-sports in general. Two-step approach was used to test the hypotheses. First, confirmatory factor analysis was committed to guarantee the validity and reliability of variables. The results showed that all variables had not only intensive and discriminant validity, but also reliability. Then, research model was examined with fully structural equation using LISREL 8.3 version. The fitness of the suggested model mostly was at the acceptable level. Shortly speaking about the results, first of all, in e-sports game attributes, only interactivity which is called a basic feature in online situation affected flow positively. Secondly, in e-sports gamer's attributes, similarity with a gamer and match result influenced flow positively, but there was no significant effect in the relationship between the attractivity of a gamer and flow. And as expected, similarity had an effect on identification with a gamer significantly. But unexpectedly attractivity and match result did not influence identification with a gamer significantly. Just the same as the fact verified in the many precedent researches, flow greatly influenced identification with a gamer, and identification with a gamer continually had an influence on the identification with a sponsor significantly. There are some implications in these results. If the sponsor of e-sports supports the pro-game player who absolutely should have the superior ability to others and is similar to the user enjoying e-sports, many amateur gamers will feel much of the flow and identification with a pro-gamer, and then after all, feel the identification with a sponsor. Such identification with a sponsor leads people enjoying e-sports to have purchasing intention for products produced by the sponsor and to make a positive word-of-mouth for those products or the sponsor. For the future studies, we recommend a few ideas. Based on the results of this study, it is necessary to find new variables relating to the e-sports, which is not mentioned in this study. For this work to be possible, qualitative research seems to be needed to consider the inherent e-sport attributes. Finally, to generalize the results related to e-sports, a wide range of generations not a specific generation should be researched.

• Korean Journal of Child Studies
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• v.20 no.3
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• pp.231-244
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• 1999

This study examined the effects of short and long term playing of video gamer on children's visual parallel processing. All of the 64 fourth grade subjects were above average in IQ. They were classified into high and low video game users. Instruments were a visual parallel processing task consisting of imagery integration items, computers, and the arcade video game, Pac-Man. Subjects were pre-tested with a visual parallel processing task. After one week, the experimental group played video games for 15 minutes, but the control group didn't play. Immediately following this, all children were post-tested by the same task used on the pretest. The data was analyzed by ANCOVA and repeated measures ANOVA. The results showed that relaying short-term video games improved visual parallel processing and that long term experience with video games also affected visual parallel processing. there were no differences between high and low users in visual parallel processing after playing short term video games.

• Journal of Digital Contents Society
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• v.19 no.6
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• pp.1033-1041
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• 2018

This study presents an investigation into game patterns prominent in mobile games. The term "pattern" used in this study is inherited by the concept used in "A study for user experience of the game : based on the pattern type and the pattern type attribute of the game space" by Gwak E Sac(2016). There is, however, a difference between them. While the previous study limited the gamers' experience patterns to "game spaces" in the use of "pattern," the present study expanded the scope of gamers' experience patterns to the "mobile game market." Although the mobile game market is growing rapidly, there is a tendency of uniformity in mobile games due to the reduction of development time and the destruction of genres in the development of mobile games. Recognizing this situation, the investigator summarized experience patterns in the current mobile game market into: repeat familiar game play, valuable game action, value and consumption of time and preference and selection of game.

• Journal of Korea Game Society
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• v.10 no.5
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• pp.25-38
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• 2010

This study examines the possibility of applying ORPG to narrative education in schools. At first, in terms of applying games to education, the choice of the appropriate games for various subjects and lessons seems to be limited. Also there is not much active research being done in the classroom promoting students to create their own games. As a substitute, this article suggests ORPG, known as 'a play of thinking', could possibly be applied to narrative education. In ORPG, gamer's thoughts are defined as 'a thinking of being conscious of hallucinations(幻)' and 'a thinking of a 彈指神功'. The students are encouraged to create 'scenarios of ORPG' and directly experience them by participating as gamer. Focusing on these two class circumstances, the practical effects of applying ORPG to narrative educational field was reviewed and, additionally the students' feedback was surveyed. As a result, two meaningful educational effects were drawn out which may show the positive potential of ORPG being used in narrative education.

• Journal of Korea Game Society
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• v.17 no.4
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• pp.71-80
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• 2017

This paper presents an investigation into time in games. Many researchers have studied time in games including Jesper Juul (2004), arranging time in games according to the criterion of the concept of time in reality. Most of this research distinguishes internal time from external time in games. The present study, thus, examined internal time in games from the viewpoint of the observer, believing that the most important element of the game was gameness or play and further experience rather than the relationship between reality and games. Thus, the investigator classified internal time in games into "oriented time" and "non-oriented time" and examined the operations of those time classifications in the gamers' experiences.

• Journal of Korea Game Society
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• v.17 no.2
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• pp.35-44
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• 2017

Recent years have witnessed a surging popularity of games based on augmented reality and virtual reality. While old games embody virtual reality within the game platform, recent popular games based on augmented reality and virtual reality incorporate reality into virtual worlds. They present a new genre that is unprecedented, combined with what gamers have a passionate desire for, and thus provide new experiences. Good examples include smartphone games that were the game changer of the gaming industry in 2010 and the sensational $Pok{\acute{e}}mon$ Go that is gaining popularity nowadays. This study, thus, set out to analyze "gaming act(GA)" directly connected to the experiences of gamers to shed light on games as experiential content. The study analyzed gaming acts based on Park Sang-woo (2009) and assumed that gaming acts would change greatly according to the degree of real space intervening in game space; thus, examining changes to the gaming acts of games in two aspects of realizing virtual space from imaginations in game space and reproducing virtual space in real space.

• Journal of Korea Game Society
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• v.9 no.5
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• pp.25-41
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• 2009

The objective of this study is to develop an analytic framework to code systematically the gamer's behaviour in MMO(Massively Multi-player Online) gameplay experience, to explore their gameplay as a problem solving procedure empirically. Previous studies about model human processor, content based protocol, and procedure based protocol are reviewed in order to build the outline of the analytic framework related to MMO gameplay. The specific gameplay actions and contents were derived by using concurrent protocol analysis method through the empirical experiment executed in MMORPG gameplay. Consequently, gameplay are divided into six actions : kinematics, perception, function, representation, simulation, and rule (heuristics, following, and transcedence). The analytic framework suitable for MMO gameplay was built. As a result of this study, we found three rule spaces in the problem solving domain of gameplay that are an heuristics, a following of the rule, and a transcendence of the rule. 'Heuristics' denotes the rule action that discovers the rule of game through trial-and-error. 'Following' indicates the rule action that follows the rule of game embedded in game by game designers. 'Transcendence' presents the rule action that transcends that. The new discovered rule spaces where 'Following' and 'Transcendence' actions occur and the gameplay pattern in them is provided with the key basis to determine the level design elements of MMO game, such as terrain feature, monster attribute, item, and skill et cetera. Therefore, this study is concludes with key implications to support game design to improve the quality of MMO game product.

• Journal of Korea Game Society
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• v.9 no.3
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• pp.23-33
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• 2009

This study aims to uncover the gamers' cognitive process during the gameplay and explore the differences between groups in the gamers' playing behavior according to their expertise: experts, intermediate players, and novices. To this end, the empirical experiment was conducted in 'World of Warcraft' game which is a good representative of MMO(Massively Multi-player Online) game currently. Verbal protocol and action protocol collected from the empirical experiment were analyzed according to the gamers' expertise. As a result of this study, we found that the different behavior patterns result from standardizing pattern of their actions for experts and forming the learning curves and the specific patterns of action for intermediate game players and novices. While three functional-actions as a collection action concentrates on the early stage of the game for experts, the novices' behavior pattern dispersedly appeared in all seven functional-action, such as search, combat, three type collections, avoid, and communication in the whole gameplay. This study represents the consistency and the difference derived from the comparison analysis between groups according to the expertise. This study is concluded with key implications to support game design guidelines according to experts, intermediate players, and novices. Consequently, the result of this study provides the basic to the development of MMO content for game novices.

• Cartoon and Animation Studies
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• s.29
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• pp.129-149
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• 2012

The purpose of this study was to investigate the clustering and Big Five Personality domains in discriminating groups by level of school-related adjustment, as experienced by Social Sims game users. Social Games are based on web that has simple rules to play in fictional time and space background. This paper is to analyze the relationships between social networks and user behaviors through the social games . In general, characteristics of social games are simple, fun and easy to play, popular to the public, and based on personal connections in reality. These features of social games make themselves different from video games with one player or MMORPG with many unspecific players. Especially Social Game show a noticeable characteristic related to social learning. The object of this research is to provide a possibility that game that its social perspective can be strengthened in social game environment and analyze whether it actually influences on problem solving of real life problems, therefore suggesting its direction of alternative play means and positive simulation game. Data was collected by administering 4 questionnaires (the short version of BFI, Satisfaction with life, Career Decision-.Making Self-.Efficacy, Depression) to the participants who were 20 people in Seoul and Daejeon. For the purposes of the data analysis, both Stepwise Discriminant analysis and Cluster analysis was employed. Neuroticism, Openness, Conscientiousness within the Big Five Personality domains were seen to be significant variables when it came to discriminating the groups. These findings indicated that the short version of the BFI may be useful in understanding for game user behaviors When it comes to cultural research, digital game takes up a significant role. We can see that from the fact that game, which has only been considered as a leisure activity or commercial means, is being actively research for its methodological, social role and function. Among digital game's several meanings, one of the most noticeable ones is the research on its critical, social participating function. According to Jame Paul gee, the most important merit of game is 'projected identity'. This means that experiences from various perspectives is possible.[1] In his recent autobiography , he described gamer as an active problem solver. In addition, Gonzalo Francesca also suggested an alternative game developing method through 'game that conveys critical messages by strengthening critical reasons'. [2] They all provided evidences showing game can be a strong academic tool. Not only does a genre called social game exist in the field of media and Social Network Game, but there are also some efforts to positively evaluate its value Through these kinds of researches, we can study how game can give positive influence along with the change in its general perception, which would eventually lead to spreading healthy game culture and enabling fresh life experience. This would better bring out the educative side of the game and become a social communicative tool. The object of this game is to provide a possibility that the social aspect can be strengthened within the game environment and analyze whether it actually influences the problem solving of real life problems. Therefore suggesting it's direction of alternative play means positive game simulation.