• 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 the Korea Academia-Industrial cooperation Society
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• v.15 no.4
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• pp.2104-2111
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• 2014

This paper explores the framework in which MSNG(Mobile social network game) service providers' strategies to enhance users' intention of continuous usage. Users' perceived values have been considered as the key factors to solicit MSNG user's intention. Moreover, we suggest flow(user's psychological immersion to MSNG) as a mediator variable to inflame users' intention. Results based on 431 respondents shows that MSNG service providers' strategies(i.e., functional, emotional, and social values) directly influence users' intention to use, while those independent variables also show positive relationships towards dependent variables. So we can identify that the efforts to elaborate the users' perceived values are meaningful strategies of MSNG service providers. Also, user's psychological change(i.e. "flow" in this study) is the essential to mediate between MSNG service provider's strategies and building users' intention to use for that MSNG.

• The Journal of the Korea Contents Association
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• v.18 no.4
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• pp.622-635
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• 2018

On top of presenting the possibility of expanding the game space to social space through mobile communication, MSNG reinforces the strengths of SNS and the fun of games through closer networks between users. This study empirically verified the effects of the characteristics of MSNG on interactions and user satisfaction by dividing the main characteristics of MSNG into graphics, challenge spirit, and reward, and then dividing the main characteristics of mobile social network service into social interaction and technical interaction. In the results of study, the main characteristics of MSNG such as graphics, challenge spirit, and reward all had significant effects on the social interaction and technical interaction while the social interaction and technical interaction of MSNG also had significant effects on the user satisfaction, so that the hypotheses of this study were all selected. The influence of the characteristics of MSNG on interactions might be because of shared feedbacks through graphics, game tasks, and reward in the performance process of MSNG, and such interactions make diverse people have the horizontal or circular communication, which is led to the increase of user satisfaction.

• Journal of Digital Convergence
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• v.15 no.1
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• pp.453-459
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• 2017

This study was conducted to review the usage behavior of mobile social network games that are attracting attention as a new growth engine in the game market. To that end, a survey was conducted on 250 male and female university students. The result of the study showed that first, the relationship formation motivation and seeking fun during leisure times in association with mobile social network games had a positive effect on game attitudes. Second, the relationship formation motivation had a positive effect on the continuous use intention. Third, the relationship formation motivation and the fun-seeking motivation had a positive effect on word-of-mouth recommendation, while the relationship formation motivation and advertisement recommendation motivation had a positive effect on the intention to recommendation online formats. Fourth, the attitude towards mobile social network games had a positive effect on the continuous use intention. Lastly, the attitude towards mobile social network games had a positive effect on only the intention to recommendation through word-of-mouth. This study is expected to provide useful and basic data for the development of quality game content that will cater to users' needs.