Consumers' Subjective Evaluation of the Benefits of On-line Game - Application of Q Methodology -

온라인 게임의 혜택요소에 대한 소비자들의 주관적 평가 -Q 방법론의 적용-

  • Nam, Su-Jung (Dept. of Home Economics Education of Jeonju University) ;
  • Hwang, Hye-Sun (Dept. of Consumer and Family Sciences of Sungkyunkwan University)
  • 남수정 (전주대학교 가정교육과) ;
  • 황혜선 (성균관대학교 소비자가족학과)
  • Published : 2007.12.31


This study attempted to explore what are the benefits that online game consumers seek in their on-line game consumption. Nowadays many on-line game consumers are extremely absorbed in the on-line game. The purpose of this study was to find the benefits that make people enjoy on-line games enthusiastically based on the Q methodology. Q methodology is a way to understand a person's structure of subjectivity. This study applied Q methodology to clarifying consumers' subjective evaluation of the on-line game benefit s. 28 Q questions were prepared through literature review, and were offered to 30 consumers. The subjects were divided into the four types seeking different benefits with on-line games: communication, enjoyment, achievement, and escapism. The results suggested that the benefits of on-line game are beyond the general characteristics of the game including human network or achievement in the on-line game community.