• Science of Emotion and Sensibility
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• v.7 no.3
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• pp.37-50
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• 2004

This study attempted to explore how online game is endowed new meaning and function and changed into totally different product in result by recognition and consuming behavior(game activity) of game users. The subjects of this study are famous Internet based online games called 'Lineage' and 'EverQuest'. These two online games are physically similar games. Both are MMORPG and community-based games. While Lineage became a cyber world as a part of the real world, EverQuest was a game product. This study explored the recognition of garners about game world and different consuming behavior pattern(game activity pattern) in game world made by different recognition of online game. The result from exploring the differences in the recognition of game world showed Lineage garners regarded Lineage world as another living space or a part of real world they can explore and express psychological need and self-identity or self-image and live through diverse activities. But EverQuest garners regarded EverQuest as a product for experience of fantasy world. The result from comparing the game consuming behaviors showed that different recognition of game world made the differences in the game consuming behavior. The results of the present study supported that the recognition of consumers about digital images or content poducts like online game can be different by the value and experience of consumer, and the different recognition make the different consuming behavior of similar or same products. The results supported that the meaning and value of digital images or digital content are endowed by consumers.