Journal of Korea Game Society (한국게임학회 논문지)

Korea Game Society (한국게임학회)
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A Study of Development and Effects of Visual Novel Game for Promoting User's Donation Intention

사용자의 기부 의도 증진을 위한 비주얼 노벨 게임 개발 및 효과 검증

  • 김민정 (아주대학교 라이프미디어협동과정 IT 심리) ;
  • 이한가람 (아주대학교 미디어학과) ;
  • 오규환 (아주대학교 미디어학과)
  • Received : 2019.09.11
  • Accepted : 2019.10.20
  • Published : 2019.10.31
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Abstract

In this study, we developed a visual novel game as one of the donation campaign strategies. In study 1, we developed a visual novel game for the elderly who live alone. In study 2, we also examine how game affects personal distress and empathic concern, the emotions that trigger help behavior. The results showed that game can promote both emotions effectively. Moreover, empathic concern completely mediated between game and donation intention. This result suggests that visual novel games can be an effective tool for stimulating user's altruistic motivation to do donation behavior.

본 연구에서는 개인의 소액 기부를 증진시키기 위한 기부 캠페인 전략으로 비주얼 노벨 게임을 개발하고, 그 효과를 검증하고자 했다. 연구 1은 독거노인을 대상으로 하는 비주얼 노벨 게임을 개발하였고, 연구 2에서는 게임이 기부 의도 및 기부 의도에 선행하는 정서인 개인적 고통과 공감적 염려에 미치는 효과를 검증하였다. 분석 결과, 게임은 효과적으로 각 정서와 기부 의도를 증진시키는 것으로 나타났다. 또한 공감적 염려는 비주얼 노벨 게임과 기부 의도 사이에서 완전매개 효과를 가지는 것으로 나타났는데, 이는 비주얼 노벨 게임이 사용자의 이타적 동기를 자극하여 기부행동을 증진시킬 수 있는 효과적인 도구가 될 가능성을 시사한다.

Keywords

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