Journal of Digital Convergence (디지털융복합연구)

The Society of Digital Policy and Management (한국디지털정책학회)
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A Study on Positive Effects of Personal Game Broadcasting : Focusing on Game Efficacy

1인 게임방송의 긍정적 효과성에 관한 연구 : 게임 효능감을 중심으로

  • 최민지 (한림대학교 인터랙션디자인) ;
  • 노기영 (한림대학교 미디어스쿨)
  • Received : 2018.12.20
  • Accepted : 2019.04.20
  • Published : 2019.04.28
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Abstract

The purpose of this study is to verify empirically the effects of BJ worship and perceived homophily on game efficacy through mediating effect of loyalty to viewing. 485 participants who had watched personal game broadcasting were collected as a sample through an online survey and the collected data were analyzed through structural equation modeling. The research model assuming full mediating effect and the alternative model assuming partial mediating effect were compared and bootstrapping was performed to analyze direct and indirect effects between variables. The results showed BJ worship and perceived homophily had significant effects on game efficacy through the full mediated effect of loyalty to viewing. The noteworthy contribution of this study is to verify how viewing personal game broadcasting has a significant impact on the formation of game efficacy and then ultimately provide positive perception of BJ.

본 연구는 1인 게임방송 BJ에 대한 숭배와 인지된 동종 선호가 시청 충성도의 매개효과를 통해 게임 효능감에 미치는 영향을 실증적으로 검증하고자 하였다. 온라인 설문 조사를 통해 1인 게임방송 시청 경험이 있는 485명의 참가자들을 표본으로 수집하였으며, 수집된 데이터는 구조방정식모형 검증을 통해 분석되었다. 완전매개효과를 가정한 연구모형과 부분매개효과를 가정한 대안모형을 제시한 뒤 두 모형을 비교하였으며, 변인들 간의 직간접 효과를 분석하기 위해 부트스트래핑(bootstrapping)을 실시하였다. 연구 결과 BJ 숭배와 인지된 동종 선호는 시청 충성도의 완전매개효과를 통해 최종적으로 게임 효능감에도 유의미한 영향을 주는 것으로 밝혀졌다. 본 연구는 1인 게임방송이 시청자들의 게임 효능감 형성에 유의미한 영향을 미친다는 점을 밝혀내어 BJ에 대한 긍정적 인식을 제공하였다는 점에서 의의를 가진다.

Keywords

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Fig. 1. Research Model

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Fig. 2. Alternative Model

Table 1. Demographics of Respondents

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Table 2. Correlation Analysis and Descriptive Statistics

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Table 3. Measurement Model Fit Indices

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Table 4. Confirmatory Factor Analysis

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Table 5. Discriminant Validity Analysis

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Table 6. Model Fit of Research Model and Alternative Model

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Table 7. Direct Effect of the Research Model

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Table 8. Direct Effect of the Alternative Model

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Table 9. Direct, Indirect, and Total Effect of the Final Model

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