Journal of Digital Convergence (디지털융복합연구)

The Society of Digital Policy and Management (한국디지털정책학회)
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The Influence of Game Players' Motivation and Flow on Loyalty

게임 이용자의 동기부여와 몰입이 충성도에 미치는 영향

  • Lee, Sangjong (Department of Business Administration, Kyung Hee University) ;
  • Byeon, Hyeonsu (Division of Public Administration, Korea National University of Transportation)
  • 이상종 (경희대학교 일반대학원 경영학과) ;
  • 변현수 (국립 한국교통대학교 행정학부)
  • Received : 2019.03.28
  • Accepted : 2019.05.20
  • Published : 2019.05.28
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Abstract

This study was attained to examine the relationship between the videogame players' motivation and loyalty, and to investigate the mediator effect of flow. We conducted a survey based on former researches and verified outcomes through empirical analysis. The results proposed that intrinsic and extrinsic motivation have positive influence on game loyalty, and flow has the mediating effect of this relationship. Additionally, extrinsic motivation has less impact on game loyalty and flow than intrinsic motivation does. The inherent value of game players from this paper will promote the development of VR(virtual reality) games or serious games.

본 연구에서는 비디오게임 이용자가 인식하는 내적 및 외적 동기부여와 몰입이 게임 충성도에 미치는 영향을 알아보고자 수행되었다. 또한 이러한 관계에서 몰입이 실제로 매개역할을 수행하는지도 확인해 보도록 하였다. 기존 연구를 토대로 설문지를 작성하여 분석에 필요한 설문결과를 취합하여 이를 기반으로 연구결과를 확인해 보았다. 실증분석 결과 게임 이용자의 내적 동기부여 및 외적 동기부여는 게임 충성도에 유의한 영향을 미치고 있는 것으로 나타났다. 여기에 몰입이라는 매개변수가 매개효과를 발휘하고 있음도 확인하였다. 다만 외적 동기부여는 내적 동기부여보다 영향력이 높지 않음을 아울러 확인할 수 있었다. 향후 가상현실 게임이나 기능성 게임 등의 발전에 본 연구에서 제시한 사용자의 내재적 가치변화에 관한 부분을 적용해 볼 수 있을 것이다.

Keywords

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Fig. 1. Research model

Table 1. The status of game industry compared with other industries ($ Billion) (* : estimated) [1,2]

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Table 2. Measures and related works

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Table 3. Demographics

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Table 4. Validity and reliability

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Table 5. Analysis results(with intrinsic motivation)

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Table 6. Analysis results(with extrinsic motivation)

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