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A Study on the Purchasing Intention of Paid Items in Mobile Social Game-Focusing on game and personal characteristics

모바일 소셜 게임 기반으로 유료아이템의 구매의도에 미치는 영향 - 게임특성 및 개인특성 중심으로 -

  • Cao, Long-Fei (Department of Game Design, Kongju National University) ;
  • Kyung, Byung-Pyo (Department of Game Design, Kongju National University) ;
  • Lee, Dong-lyeor (Department of Game Design, Kongju National University)
  • 조용비 (공주대학교 게임디자인학과) ;
  • 경병표 (공주대학교 게임디자인학과) ;
  • 이동열 (공주대학교 게임디자인학과)
  • Received : 2019.12.19
  • Accepted : 2020.02.20
  • Published : 2020.02.28

Abstract

Focusing on the Chinese market of MSNG (Mobile Social Network Game), perceived flow and satisfaction were designed as parameters, purchasing intention was set up as dependent variables, the purpose of present research is to analyze the factors influencing purchase intention of the paid items in mobile social games by studying the game and personal characteristics in terms of interoperability, accessibility, interesting, operability, innovativeness and challenge. Data was collected by questionnaires, Amos was employed to analyze the relationship between purchase intention and target influencing factors. Results showed that characteristics of game and consumers of MSNG have positive effects on the flow and satisfaction of paid items. Moreover, the flow of paid items in MSNG has a positive effect on satisfaction; the flow and satisfaction of paid items in MSNG have a positive effect on purchase intention. more samples and references should be involved in the further study in order to acheive an comprehensive result on comparative study of the social and cultural characteristics between Chinese MSNG and Korean counterpart.

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