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The Effect of Motivation for Using Mobile Social Network Games on the Game Attitude, Continuous Use Intention and Intention to Recommend the Game

모바일 소셜 네트워크 게임 이용 동기가 게임태도와 지속적 이용의도 및 추천의도에 미치는 영향

  • Youm, Dong-sup (Dept. of Advertising & Public Relations & Journalism, The Mokwon University)
  • 염동섭 (목원대학교 광고홍보언론학과)
  • Received : 2016.11.30
  • Accepted : 2017.01.20
  • Published : 2017.01.28

Abstract

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.

Keywords

Mobile Social Network Game(MSNG);Use Motives;Game Attitude;Continuous Use Intention;Intention to Recommendation

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