Management & Information Systems Review (경영과정보연구)

Daehan Academy of Management Information Systems (대한경영정보학회)
권호 표지
DOI QR코드

DOI QR Code

The Effects of Game User's Social Capital and Information Privacy Concern on SNGReuse Intention and Recommendation Intention Through Flow

게임 이용자의 사회자본과 개인정보제공에 대한 우려가 플로우를 통해 SNG 재이용의도와 추천의도에 미치는 영향

  • Lee, Ji-Hyeon (School of Business Administration, Kyungpook National University) ;
  • Kim, Han-Ku (School of Business Administration, Kyungpook National University)
  • Received : 2018.08.20
  • Accepted : 2018.11.19
  • Published : 2018.12.31
Download PDF
⟨ Previous Next ⟩

Abstract

Today, Mobile Instant Message (MIM) has become a communication means which is commonly used by many people as the technology on smart phones has been enhanced. Among the services, KakaoGame creates much profits continuously by using its representative Kakao platform. However, even though the number of users of KakaoGame increases and the characteristics of the users are more diversified, there are few researches on the relationship between the characteristics of the SNG users and the continuous use of the game. Since the social capital that is formed by the SNG users with the acquaintances create the sense of belonging, its role is being emphasized under the environment of social network. In addition, game user's concerns about the information privacy may decrease the trust on a game APP, and it also caused to threaten about the game system. Therefore, this study was designed to examine the structural relationships among SNG users' social capital, concerns about the information privacy, flow, SNG reuse intention and recommendation intention. The results from this study are as follow. First of all, the participants' bridging social capital had a positive effect on the flow of an SNG, but the bonding social capital had a negative effect on the flow of an SNG. In addition, awareness of information privacy concern had a negative effects on the flow of an SNG, but control of information privacy concern had a positive effect on the flow of an SNG. Lastly, the flow of an SNG had a positive effect on the reuse intention and recommendation intention of an SNG. Also, reuse intention of an SNG had a positive effect on the recommendation intention. Based on the results from this study, academic and practical implications can be drawn. First, This study focused on KakaoTalk which has both of the closed and open characteristics of an SNS and it was found that the SNG user's social capital might be a factor influencing each user's behaviors through the user's flow experiences in SNG. Second, this study extends the scope of prior researches by empirically analysing the relationship between the concerns about the SNG user's information privacy and flow of an SNG. Finally, the results of this research can provide practical guidelines to develop effective marketing strategies considering them for SNG companies.

오늘날 스마트폰 기술의 향상과 함께 모바일인스턴트메신저(MIM)는 많은 사람들이 일상적으로 이용하는 커뮤니케이션 수단이 되었다. 그 중 카카오톡은 현재 국내에서 가장 높은 점유율을 차지하고 있으며 카카오게임은 대표적인 SNG 플랫폼으로 지속적인 수익을 창출하고 있다. 그러나 카카오게임의 대중적 인기와 수익창출 기여도가 증가함에도 불구하고, SNG이용자의 특성과 지속적인 게임 이용간의 관계를 다룬 연구는 부족한 실정이다. SNG이용자가 지인들 간의 관계를 통해 형성하는 사회자본과 모바일 게임 이용 시 제공하는 개인정보에 대한 우려는 모두 개인적 특성이며 커뮤니티 몰입도에 영향을 미치는 요인이다. 이에 본 연구는 개인이 타인과 관계를 형성하는 양상과 개인정보제공과 관련된 우려가 게임의 플로우 경험에 미치는 영향을 살펴보고자 하였다. 또한 플로우가 SNG재이용의도와 추천의도에 미치는 영향을 실증 분석하였다. 검증 결과, 응답자의 연결적 사회자본은 SNG에 대한 플로우에 긍정적인 영향을 미쳤으며, 결속적 사회자본은 SNG에 대한 플로우에 부정적인 영향을 미치는 것으로 나타났다. 또한 개인정보제공에 대한 인지성은 SNG에 대한 플로우에 부정적 영향을 미치나, 통제성은 긍정적인 영향을 미치는 것으로 나타났다. 마지막으로 SNG에 대한 플로우는 SNG재이용의도와 추천의도에 긍정적인 영향을 미쳤으며 SNG 재이용의도 또한 추천의도에 긍정적인 영향을 미치는 것으로 나타났다. 본 연구는 SNS의 폐쇄적 특성과 개방형 특성을 모두 갖춘 카카오 플랫폼을 중 카카오게임을 대상으로, SNG이용자의 사회자본이 플로우 경험을 통해 소비자행동에 영향을 미치는 요인이 될 수 있다는 점을 밝혔다. 또한, 아직 연구가 활발하게 진행되지 않은 SNG이용자의 개인정보제공에 대한 우려와 플로우 간의 관계를 실증적으로 검증했다는 점에서 의의가 있다. 마지막으로 본 연구의 결과를 토대로 SNG에 대한 게임몰입을 촉진시키기 위하여 이용자의 특성을 기반으로 보다 유용한 마케팅전략을 고안할 수 있을 것이다.

Keywords

References

  1. 김소영, & 주영혁(2001), "지각된 상호작용성과 웹사이트 충성도에 관한 연구", 소비자학연구, 12(4), 185-208.
  2. 김정구, 박승배, & 김규한(2003), "마케팅활동, 사회적 상호작용, 플로우가 온라인 게임의 애호도와 구전에 미치는 영향에 관한 연구", 마케팅연구, 18(3), 93-120.
  3. 박영아(2014), "폐쇄형 SNS 이용 동기에 관한 탐색적 연구", 경영연구, 29, 157-185.
  4. 이석용, & 정이상(2010), "웹 2.0 시대의 SNS(Social Network Service) 에 관한 고찰", 경영과 정보연구, 29(4), 143-167.
  5. 이유재, 김주영, & 김재일(1996), "서비스 산업의 현황에 대한 실증연구", 소비자학연구, 7(2), 129-157.
  6. 이혜림, & 정의준(2014), "게임 이용자의 사회적 자본과 자기 효능감이 게임 과몰입에 미치는 영향에 관한 연구", 한국컴퓨터게임학회논문지, 27(4), 229-236.
  7. 이희정(2013), "사회적 자본과 정보의 특성이 SNS 內의 상호작용에 미치는 영향", 마케팅연구, 28(2), 109-133.
  8. 정보희, & 김한구(2016), "이모티콘 사용동기, 플로우, 사회적 영향력이 이모티콘 사용태도 및 구매의도에 미치는 영향", 경영과 정보연구, 35(2), 27-44.
  9. 최영, 박성현(2011), "소셜 미디어 이용 동기가 사회 자본에 미치는 영향", 한국방송학보, 25(2), 241-276.
  10. 최지은, & 이두희(2013), "SNS (Social Network Service) 의 네트워크 특성이 사용자의 사회자본 (Social Capital) 에 미치는 영향", 경영학연구, 42(3), 719-741
  11. 한광석(2010), "온라인 브랜드 커뮤니티의 이용 동기, 플로우 (Flow), 커뮤니티 동일시, 브랜드 애착 간의 구조적 관계에 관한 연구", 경영과 정보연구, 29(2), 27-52.
  12. 홍유진(2011), "소셜 네트워크 게임 (SNG) 현황 및 전망", ie 매거진, 18(1), 33-37.
  13. Ayyagari, R., Grover, V., & Purvis, R. (2011), "Technostress: technological antecedents and implications", MIS quarterly, 35(4), 831-858. https://doi.org/10.2307/41409963
  14. Bagozzi, R. P., & Yi, Y.(1988), "On the evaluation of structural equation models", Journal of the academy of marketing science, 16(1), 74-94. https://doi.org/10.1007/BF02723327
  15. Bickart, B., & Schindler, R. M.(2001), "Internet forums as influential sources of consumer information", Journal of interactive marketing, 15(3), 31-40. https://doi.org/10.1002/dir.1014
  16. Bies, R., & Moag, R.(1986), "Interactional justice: Communication criteria of fairness in: RJ Lewicki, BH Sheppard, MH Bazerman (eds.)", Research on negotiations in organizations, pp. 43-55.
  17. Bourdieu, P(1985), "The Forms of Capital", In John G. Richardson(Ed.), Handbook of Theory and Research for the Sociology of Education, 241-258, New York: Greenwood.
  18. Bourdieu, P., & Wacquant, L.(1992), Reponses. Paris: Seuil, 4.
  19. Brown, J. J., & Reingen, P. H.(1987), "Social ties and word-of-mouth referral behavior", Journal of Consumer research, 14(3), 350-362. https://doi.org/10.1086/209118
  20. Carmines, E. G.(1981), "Analyzing models with unobserved variables", Social measurement: Current issues, 80.
  21. Carroll, B. A., & Ahuvia, A. C.(2006), "Some antecedents and outcomes of brand love", Marketing letters, 17(2), 79-89. https://doi.org/10.1007/s11002-006-4219-2
  22. Coleman, J. S.(1988), "Social capital in the creation of human capital", American journal of sociology, 94, S95-S120. https://doi.org/10.1086/228943
  23. Csikszentmihalyi, M.(1997), "Flow and the psychology of discovery and invention.", HarperPerennial, New York, 39.
  24. Csikszentmihalyi, M., & Csikszentmihalyi, I. S(Eds.)(1992), "Optimal experience: Psychological studies of flow in consciousness", Cambridge university press.
  25. Csikszentmihalyi, M., & LeFevre, J.(1989), "Optimal experience in work and leisure", Journal of personality and social psychology, 56(5), 815. https://doi.org/10.1037/0022-3514.56.5.815
  26. de Souza Briggs, X(1998), "Brown kids in white suburbs: Housing mobility and the many faces of social capital", Housing policy debate, 9(1), 177-221. https://doi.org/10.1080/10511482.1998.9521290
  27. Dinev, T., & Hart, P(2006), "An extended privacy calculus model for e-commerce transactions", Information systems research, 17(1), 61-80. https://doi.org/10.1287/isre.1060.0080
  28. Donath, J., & Boyd, D.(2004), "Public displays of connection", bt technology Journal, 22(4), 71-82. https://doi.org/10.1023/B:BTTJ.0000047585.06264.cc
  29. Dwyer, C., Hiltz, S., & Passerini, K.(2007), "Trust and privacy concern within social networking sites: A comparison of Facebook and MySpace." AMCIS 2007 proceedings, 339.
  30. Ellison, N. B., Steinfield, C., & Lampe, C.(2007), "The benefits of Facebook "friends:" Social capital and college students' use of online social network sites", Journal of Computer‐Mediated Communication, 12(4), 1143-1168.
  31. Fornell, C., & Larcker, D. F.(1981), "Structural equation models with unobservable variables and measurement error: Algebra and statistics", Journal of marketing research, 382-388.
  32. Foxman, E. R., & Kilcoyne, P.(1993), "Information technology, marketing practice, and consumer privacy: Ethical issues", Journal of Public Policy & Marketing, 106-119.
  33. Gilliland, S. W.(1993), "The perceived fairness of selection systems: An organizational justice perspective", Academy of management review, 18(4), 694-734. https://doi.org/10.5465/amr.1993.9402210155
  34. Granovetter, M. S.(1977), "The strength of weak ties", In Social networks, pp. 347-367).
  35. Greenberg, J.(1990), "Organizational justice: Yesterday, today, and tomorrow", Journal of management, 16(2), 399-432. https://doi.org/10.1177/014920639001600208
  36. Gross, R., & Acquisti, A.(2005), "Information revelation and privacy in online social networks. In Proceedings of the 2005", ACM workshop on Privacy in the electronic society, pp. 71-80, ACM.
  37. Helliwell, J. F., & Putnam, R. D.(2004), "The social context of well-being", Philosophical Transactions of the Royal Society B: Biological Sciences, 359(1449), 1435. https://doi.org/10.1098/rstb.2004.1522
  38. Hoffman, D. L. and T. P. Novak(1996), "Marketing in Hypermedia Computer-Mediated Environments: Conceptual Foundation", Journal of Marketing, 60(3), 50-68. https://doi.org/10.2307/1251841
  39. Hsu, C. L., & Lu, H. P.(2004), "Why do people play on-line games? An extended TAM with social influences and flow experience", Information & management, 41(7), 853-868. https://doi.org/10.1016/j.im.2003.08.014
  40. Huang, F., Yang, Y., & He, L.(2007), "A flow-based network monitoring framework for wireless mesh networks", IEEE Wireless Communications, 14(5).
  41. Huang, Z., & Palvia, P.(2016), "Consumers' privacy concerns about smart meters", In Proceedings of the 22nd Americas Conference on Information Systems.
  42. Jegers, K.(2007), "Pervasive game flow: understanding player enjoyment in pervasive gaming", Computers in Entertainment(CIE), 5(1), 9. https://doi.org/10.1145/1236224.1236238
  43. Kawachi, Ichiro, Daniel Kim, Adam Coutts and SVSubramanian(2004), "Commentary: Reconciling the Three Accounts of Social Capital", International Journal of Epidemiology, 33, 682-690 https://doi.org/10.1093/ije/dyh177
  44. Kotler, P., Jatusripitak, S., & Maesincee, S.(1997), "The marketing of nations: A strategic approach to building national wealth", Free Press.
  45. Lin, N.(2002), "Social capital: A theory of social structure and action", 19, Cambridge university press.
  46. Macintosh, G., & Lockshin, L. S.(1997), "Retail relationships and store loyalty: a multi-level perspective", International Journal of Research in marketing, 14(5), 487-497. https://doi.org/10.1016/S0167-8116(97)00030-X
  47. Malhotra, N. K., Kim, S. S., & Agarwal, J.(2004), "Internet users' information privacy concerns(IUIPC): The construct, the scale, and a causal model", Information systems research, 15(4), 336-355. https://doi.org/10.1287/isre.1040.0032
  48. Morgan, R. M., & Hunt, S. D.(1994), "The commitment-trust theory of relationship marketing", The journal of marketing, 20-38.
  49. Novak, T. P., Hoffman, D. L., & Yung, Y. F.(2000), "Measuring the customer experience in online environments: A structural modeling approach", Marketing science, 19(1), 22-42. https://doi.org/10.1287/mksc.19.1.22.15184
  50. Oliver, R. L.(1980), "A cognitive model of the antecedents and consequences of satisfaction decisions", Journal of marketing research, 460-469.
  51. Pfeil, U., Arjan, R., & Zaphiris, P.(2009), "Age differences in online social networking-A study of user profiles and the social capital divide among teenagers and older users in MySpace". Computers in Human Behavior, 25(3), 643-654. https://doi.org/10.1016/j.chb.2008.08.015
  52. Portes, A(2001), "Introduction: the debates and significance of immigrant transnationalism", Global networks, 1(3), 181-194. https://doi.org/10.1111/1471-0374.00012
  53. Putnam, R. D.(1993), "The prosperous community", The american prospect, 4(13), 35-42
  54. Putnam, R. D.(2000), "Bowling alone: America's declining social capital", Culture and politics, pp. 223-234, Palgrave Macmillan, New York.
  55. Quan-Haase, A., & Wellman, B.(2004), "How does the Internet affect social capital", Social capital and information technology, 113, 135-113.
  56. Schauer, F(1998), "Internet privacy and the public-private distinction", Jurimetrics, 38(4), 555-564.
  57. Suh, B., Hong, L., Pirolli, P., & Chi, E. H.(2010), "Want to be retweeted? large scale analytics on factors impacting retweet in twitter network. In Social computing (socialcom)", ieee second international conference on, pp. 177-184, IEEE.
  58. Sung, H. T., Sigerson, L., & Cheng, C.(2017), "Social Capital Accumulation in Location-Based Mobile Game Playing: A Multiple-Process Approach", Cyberpsychology, Behavior, and Social Networking, 20(8), 486-493. https://doi.org/10.1089/cyber.2017.0222
  59. Takabi, H., Joshi, J. B., & Ahn, G. J.(2010), "Security and privacy challenges in cloud computing environments". IEEE Security & Privacy, 8(6), 24-31. https://doi.org/10.1109/MSP.2010.186
  60. Tyler, T. R(1994), "Psychological models of the justice motive: Antecedents of distributive and procedural justice", Journal of personality and social psychology, 67(5), 850. https://doi.org/10.1037/0022-3514.67.5.850