• The Journal of the Korea Contents Association
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• v.21 no.11
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• pp.478-489
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• 2021

The mobile game industry is currently on the rise and is one of the major industries. Recently, advertisements among mobile games are aimed at branded content, unlike existing advertising content. In this study, we conduct a study on the advertisement effectiveness of the attributes of branded advertisements under a mobile game environment. Therefore, the impact of context congruity, perceived advertising intrusiveness and entertainment on advertising attitude, brand attitude and purchasing intention was verified through experimental research on Chinese mobile game users in the 10s and 20s. Analysis of the PLS structural equation model showed that context congruity and entertainment had a significant impact on advertising attitude, but did not have a significant impact on brand attitude. Perceived advertising intrusiveness has no significant impact on advertising attitude and brand attitude. Finally, advertising attitude had a significant influence on purchase intention through brand attitude. Through these findings, we discuss the effectiveness of mobile game branded advertisement and present effective brand advertising strategies.

• Journal of the HCI Society of Korea
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• v.13 no.3
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• pp.5-15
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• 2018

The biggest characteristic of Social Network Game(SNG) is that games are played through competition and cooperation with the actual acquaintances based on SNS. Even though such competition and challenge spirit have been dealt importantly as preceding factors having influence on the flow in games in the existing game area, it is rare to find researches deeply considering the characteristics of ranking competition between acquaintances in SNG. Moreover, it was not considered that such acquaintances could be the targets of competition and also challenge at the same time in SNG. Therefore, this study examined the achievements(big differences in ranking, small differences in ranking) of the targets for comparison and closeness(strong ties, weak ties) with the targets for comparison as factors having influence on competition and challenge spirit, and also empirically analyzed the influence of such factors and interactions between factors on players' competition and challenge spirit in the ranking competitive society, by analyzing the characteristics of ranking competition between acquaintances in the mobile puzzle, SNG based on SNS through the analysis on the preceding research on the self-evaluation maintenance model of the social comparison theory. In the results, when preferentially exposing competitors with small difference in ranking and also exposing competitors with stronger ties, players' competition is stimulated, so that it can improve their challenge spirit. Such results of this study can be expected to a lot contribute to the actual design work of SNG ranking table contents.

• Journal of Game and Entertainment
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• v.2 no.1
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• pp.1-7
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• 2006

While numerous On off-line and mobile games have been released in our domestic game market annually, the release of mechanic games in our domestic game market is merely a minority. The marketability of robot-typed mechanic game among our domestic game markets has net been widened. What are the reasons that the robot-typed mechanic game in our domestic games has not been expanded in terms of its users? The purpose of this study is to figure out the reasons why there have been few demands and manufactures of robot-typed mechanic games in domestic market. This study investigate the present conditions of robot-typed mechanic games released domestically and internationally and the reasons for game users' avoiding them through the ranking of sale and popularity. In addition, it analyze three biggest causes such as the absence of planning capability, cultural exclusivism against robots and difficulties in manipulation. Lastly, the study investigate the necessity and importance of robot-typed mechanic games in domestic markets.

• Information Systems Review
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• v.22 no.2
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• pp.43-52
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• 2020

The mobile game industry has become the one of the fastest growing industries with its astonishing market size. Despite its industrial importance, a few studies empirically considered actual purchasing behavior in mobile games rather than the intention to purchase. Therefore, this paper investigates the key drivers of in-app purchase by analyzing the game-log dataset provided from a mobile game company in Korea. Specifically, the effects of goal-directed, habitual and social-interacted playing behavior are analyzed on in-app purchase. Furthermore, the recursive relationship with playing and purchasing behaviorsis also considered. The result shows that all suggested factors have positive impacts on in-app purchase in the current period. In addition, the effect of previous habitual playing has a positive impact, but the effect of social-interacted playing and in-app purchase in the previous period have negative impacts on in-app purchase of the current period. These findings can improve our understanding of the impact of game playing on in-app purchase in mobile games, and provide meaningful insights for researchers and practitioners.

• Journal of Digital Convergence
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• v.4 no.2
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• pp.87-96
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• 2006

This study first tries to investigate factors that determine the quality of mobile game contents. Based on the information and information system-related studies, our research proposes to show the relationships among the quality of mobile game contents, the level of perceived easy of use and the perceived usefulness. Mobile game contents service providers can get insight on factors that should be considered to improve the quality of contents services. Also, the research findings provide a clue on the success of mobile game service.

• International Journal of Contents
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• v.3 no.4
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• pp.8-14
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• 2007

This study focuses on modeling mobile 3D game engine and suggesting modified skinned-mesh schema based on JSR-184 in order to improve the performance in terms of memory consumption and time complexity. Most of the 3D games have used OpenGL-ES low-level APls, which may limit portability and fast developing time. Hence, the 3D mobile game engine providing high-level APls which works on GSM (Global System for Mobile Communication) phones on J2ME, is proposed here in order to optimize the performance for Java environment abiding JSR-184 standard. To prove performance enhancement, skinned-mesh schema on JSR-184 engine is modified and tested. The experimental results are shown.

• 한국디지털정책학회:학술대회논문집
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• 2006.06a
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• pp.409-417
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• 2006

This study first tries to investigate factors that determine the quality of mobile game contents. Base on the information and information system-related studies, our research proposes to show the relationship among the quality of mobile game contents, the level of perceived easy of use and the perceived usefulness. Mobile game contents service providers can get insight on factors that should be considered to improve the quality of contents services. Also, the research findings provide a clue on the success of mobile game service.

• Information and Communications Magazine
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• v.28 no.10
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• pp.3-10
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• 2011

The increasing ubiquity of wireless networks and decreasing cost of hardware is fueling a proliferation of mobile devices. These devices are enabling a new revolution in mobile technology, not only running locally on them, but running on cloud as a service as well. From web browsing, email, or video conferencing, presentations to movie and music entertainment or games, multimedia applications, mobile cloud enables providing such diverse applications. Many technologies have been designed to address the limited hardware and performance in thin client PC. However, with the assorted network and graphic condition, those proposed technologies is obligated to alter aim to adapt mobile cloud. In this paper, we provide a survey of client technology on a Server that can be sufficed the requirements of Mobile Cloud. We also analyze each technology and classify with its individual difficulties and challenges.

• Asia pacific journal of information systems
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• v.30 no.2
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• pp.420-438
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• 2020

Recently, with the advance of the wireless Internet access via mobile devices, a myriad of game development companies have forayed into the mobile game market, leading to intense competition. To survive in this fierce competition, mobile game developers often try to get a grasp of the rapidly changing needs of their customers by operating their own official communities where game users freely leave their requests, suggestions, and ideas relevant to focal games. Based on the heuristic-systematic model (HSM) and the data quality (DQ) framework, this study derives key content, non-content, and hybrid cues that can be utilized when game developers accept suggested postings in these online communities. The results of hierarchical multiple regression analysis show that relevancy, timeliness, amount of writing, and the number of comments are positively associated with mobile game developers' knowledge adoption. In addition, title attractiveness mitigates the relationship between amount of writing/the number of comments and knowledge adoption.

• Journal of Digital Convergence
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• v.13 no.7
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• pp.333-340
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• 2015

Mileage system in some online media, I have a lot of use. In addition, there are a lot of companies that are making money by using the mileage system. A mileage system is the first airline in such a way that the service in the late 1980s, many states now listed sungineung and features. In addition, there are many industries that reported good results using a mileage system used by carriers in other industries. However, mileage of the current game industry has not been introduced, it is not the service by using the concept of point returning to the user is purely a function of mileage. So a lot of developed payment systems in the mobile industry since 2010, proposed a better and more current online payment systems industry has an easy hybrid revenue model for mobile games service convergence mileage using this system.