Journal of Korea Game Society (한국게임학회 논문지)

Korea Game Society (한국게임학회)
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A Study on the Effect of Contents Characteristics and Operating Service Quality in Continued Usage Intention and Word of Mouth : Focus on Online Sports Game

온라인 게임의 콘텐츠 특성과 운영 서비스품질이 유저의 지속이용의도 및 구전의도에 미치는 영향에 관한 연구: 온라인 스포츠 게임을 중심으로

  • Fang, Chun-Feng (Dept. of Business Administration, Graduate School of Soong-Sil University) ;
  • Lee, Don-Gon (Dept. of Business Administration, Graduate School of Soong-Sil University) ;
  • Han, Kyeong-Seok (Dept. of Business Administration, School of Soong-Sil University)
  • 방춘봉 (숭실대학교 대학원 경영학과) ;
  • 이돈곤 (숭실대학교 대학원 경영학과) ;
  • 한경석 (숭실대학교 경영학부)
  • Received : 2015.01.05
  • Accepted : 2015.02.03
  • Published : 2015.02.20
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Abstract

A recent online game is growing with the combined action of content as well as operating services. However, in previous studies, with a lot of focus on content characteristics of game than the game operating service quality studies have been carried out. This study targeted research online sports games, operating service quality and content characteristics of the game are analyzed effects of word-of-mouth and continued usage intention by applying Expectation Confirmation Model. as a result, it has found that as a result, it has found that sense of reality turned out to be a major variable affecting the content of the game even expectation confirmation. Directly and indirectly, it was confirmed that the role of empathy affect to expectation confirmation and satisfaction.

최근 온라인 게임은 콘텐츠 자체뿐만 아니라 운영 서비스가 종합적으로 작용하여 성장을 이루고 있다. 그러나 기존의 연구에서는 게임운영 서비스 품질에 비해 게임의 콘텐츠 특성에 많은 초점을 두고 연구가 수행되고 있다. 본 연구는 온라인 스포츠게임을 연구 대상으로, 게임의 콘텐츠특성과 운영 서비스품질이 유저의 지속이용의도와 구전의도에 미치는 영향을 기대충족 모델을 적용하여 분석하고, 그에 따른 지속 서비스를 위한 유저 풀을 확대 및 확보하는데 어떠한 노력을 기울여야 하는지에 대하여 학술적 및 실무적 시사점을 제시하였다. 연구결과, 게임 컨텐츠 특성인 현실성은 기대충족까지도 영향을 미치는 게임 콘텐츠의 주요한 변수임이 밝혀졌으며, 운영 서비스 품질인 공감성은 기대충족에도 영향을 주어 구전의도를 일으키는 직 간접적 역할을 하고 있음을 확인할 수 있었다.

Keywords

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