Journal of Korea Game Society (한국게임학회 논문지)

Korea Game Society (한국게임학회)
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The Impacts of Usefulness and Annoyingness of Cross-Promotion on Users' Flow Experience of Social Network Games

소셜 네트워크 게임의 크로스 프로모션의 유용성과 성가심이 게임 몰입에 미치는 영향

  • Kim, Dong-Woo (Seoul National University of Science and Technology, Graduate School of Public Policy and Information Technology) ;
  • Lee, Yeong-Ju (Seoul National University of Science and Technology, Graduate School of Public Policy and Information Technology)
  • 김동우 (서울과학기술대학교 IT정책대학원) ;
  • 이영주 (서울과학기술대학교 IT정책대학원)
  • Received : 2015.01.05
  • Accepted : 2015.02.05
  • Published : 2015.02.20
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Abstract

This study aims to figure out the impact of cross-promotion strategy on flow experience to overcome the restrictions of social network game. Social network games faces tougher market competition and shorter product life-cycles. The results show that the less users play games, the more they feel flow experience led by interests and self-expression of SNG. On the contrary, the more they play games, self- expression and sense of competition factor are proved to be effective factor for flow. Also Users' cognition for usefulness and annoyingness of cross- promotion are different according to level of game uses and promotion uses. People who play games more and utilize promotion more appreciate the usefulness of promotion and indulge in flow experience of SNG.

본 연구는 경쟁이 치열해지고 상품 주기가 짧아지는 소셜 네트워크 게임의 한계를 극복하고자 게임 개발사가 채택한 크로스 프로모션 전략에 주목하여, 게임 몰입에 미치는 영향에 대해 알아보았다. 연구결과, 게임을 적게 할수록 오락성, 자기표현 요인이 게임 몰입에 영향을 주는 반면, 게임을 많이 할수록 자기표현과 경쟁심리가 게임 몰입에 영향을 주는 것으로 나타났다. 또한, 게임 이용수준과 프로모션 이용 수준에 따라 프로모션에 대한 유용성과 성가심에 대한 인식이 차이가 있는데, 게임을 많이 하고 프로모션을 많이 이용할수록 프로모션의 유용성을 더 많이 인식하고 몰입도가 커지는 것으로 나타났다.

Keywords

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