A study of influence factor on Mobile Game Heavy User - focused on Game User Properties

모바일 게임 중이용자 영향요인에 관한 연구 - 게임 이용자 속성을 중심으로

  • Kim, Hye Bin (Division of Digital Media, Ewha Womans University) ;
  • Park, Young Il (Division of Digital Media, Ewha Womans University)
  • Received : 2015.05.06
  • Accepted : 2015.06.30
  • Published : 2015.06.30


This study is to observe the correlation between user properties and user behavior on the mobile game, one of the most prominent digital contents with the most mutual interaction. Among various factors affecting on behaviors of game users, the user properties itself was accentuated, and the effect of individual and psychological quality on the use of game was evaluated. The user properties were mainly categorized into five factors of "interpersonal relationship", "level of game skill", "inclination of innovation", "self-esteem", and "competitive spirit", and the use behavior of game was categorized mainly into two types - quantitative behavior of "amount of use (time of use, consumption cost)" and qualitative behavior of "perceived satisfaction level (perceived enjoyment, perceived service quality, and perceived price)". As a result of study, in general, as the user quality subjected in this study is stronger, the amount of use and satisfaction level are higher. This study is to observe what type of user qualities leads to the more use, consumption, and satisfaction level of game contents to contribute to the study about the use of conventional digital contents and heavy use.

본 연구는 상호작용성이 가장 두드러진 디지털콘텐츠 중 하나인 모바일 게임 이용자 속성과 모바일 게임 이용 행태의 상관관계에 대하여 탐색한다. 게임 이용 행태에 영향을 끼치는 다양한 요인 중 이용자 자체의 속성에 주목하고, 이용자의 개인적, 심리적 속성이 실제 게임 이용에 미치는 영향을 살펴보았다. 이용자 속성은 크게 '대인관계, '게임 숙련도, '혁신 성향, '자아존중감, '경쟁심'의 다섯 가지 요인으로 구분하였으며 게임 이용 행태는 크게 두 가지로 나누어 정량적인 행태인 '이용량(이용시간, 소비비용)'과 정성적인 행태인 '지각된 만족도(지각된 즐거움, 지각된 서비스 품질, 지각된 가격)'로 구분하였다. 연구 결과 대체적으로 본 논문에서 상정한 이용자 속성이 강할수록, 이용량과 지각된 만족도가 증가함을 알 수 있었다. 본 연구는 어떠한 속성을 가진 이용자가 더 많이 게임 콘텐츠를 이용하고, 소비하고, 만족하는가를 살펴봄으로써 기존 디지털 콘텐츠의 이용 행태 및 중(重)이용에 관한 연구에 기여하고자 한다.



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