The Journal of Information Systems (한국정보시스템학회지:정보시스템연구)

Korea Association of Information Systems (한국정보시스템학회)
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Analysis of Users' Utility on the Virtual Currency in Mobile Games: Focusing on S Mobile Game

모바일 게임 내 가상통화에 대한 이용자들의 효용 분석: S 모바일 게임을 중심으로

  • 박종원 (경희대학교 일반대학원 경영학과) ;
  • 유창석 (경희대학교 문화관광콘텐츠학과) ;
  • 양성병 (경희대학교 경영학과)
  • Received : 2018.09.16
  • Accepted : 2018.09.27
  • Published : 2018.09.30
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Abstract

Purpose The purpose of this study is to verify mobile game users' perceived utilities about real (price) and virtual (Ruby) currencies, which are the major factors of in-app purchase (IAP) widely used as a business model in a mobile game industry. Design/methodology/approach By using sales volume and sales frequency data for products sold in an 'S' mobile game from the 'D' mobile game company, we conducted a conjoint analysis according to the procedure recommended by Bicheno (2009). Findings The results of this study indicate that (1) mobile game users have greater utility for a virtual currency (Ruby) than for a real currency (price), (2) mobile game users' utility for virtual (Ruby) and real (price) currencies varies depending on sales volume and sales frequency, as well as (3) mobile markets (e.g., Google Play Store vs. Apple App Store), and (4) mobile game users have greater utility for a virtual currency (Ruby) which can be used readily than later.

Keywords

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