• 제목/요약/키워드: attitude toward computer use

검색결과 28건 처리시간 0.021초

음악치료에서의 음악테크놀로지 활용 (Use of Music Technology in Music Therapy)

  • 박예슬
    • 인간행동과 음악연구
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    • 제12권2호
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    • pp.61-77
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    • 2015
  • 본 연구의 목적은 음악치료사의 컴퓨터를 기반으로 음악테크놀로지 활용 현황과 인식을 조사하기 위한 것이다. 조사를 위해 전문 자격증을 소지한 음악치료사 367명에게 온 오프라인으로 설문지를 배부하였으며 이 중 101부가 회수되었고 미완성되거나 대상자 기준에 맞지 않는 50부를 제외한 61부를 최종 분석 하였다. 설문 문항은 컴퓨터를 기반으로 한 음악테크놀로지 활용에 관한 현황, 인식, 치료사의 의견으로 구성되었다. 음악치료에서 음악테크놀로지의 활용현황에 대한 결과는 다음과 같다. 응답자 중 65.6%(40명)가 세션 내 음악테크놀로지를 활용한 경험이 있으며, 활용비율이 높은 음악테크놀로지의 종류는 피날레, 가라지밴드, 큐베이스 순으로 조사 되었다. 음악테크놀로지의 적용 현황을 살펴보면 음악 혹은 정서영역에서 청소년을 대상으로 주로 사용하며, 음악 자원으로 적용하는 형태가 가장 많이 나타났다. 대부분의 음악치료사들이 음악 긍정적으로 인식하고 있으며, 기술 습득에 대한 필요성이 확인 되었다. 이 외에도 음악테크놀로지 활용에 관한 다양한 의견이 취합되었다. 이러한 결과는 음악치료 임상현장에서 음악테크놀로지를 활용하는 현황과 이에 대한 인식에 관한 정보를 제공하고, 보다 효과적인 음악테크놀로지 활용에 대한 시사점을 제시하는 데 그 의의를 갖는다.

컴퓨터 시각화 자료가 고등학생들의 수열 개념 이해에 미치는 영향 (A Study of the Effect of Computer's Visual Data about Understanding Concept of Sequence with High School Student)

  • 정인철;황운구;김택수
    • 한국학교수학회논문집
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    • 제10권1호
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    • pp.91-111
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    • 2007
  • 본 연구는 컴퓨터를 활용하여 동적이며 직관적인 시각화 자료를 활용하여 실험에 참가한 고등학교 학생들의 수열 개념에 대해서 수열의 합 공식에 대해 귀납 추론으로 공식을 학생 스스로가 추론할 수 있는지를 알아보고자 했다. 학생들은 스스로가 수열의 합 공식을 사용하지 않고 귀납 추론으로 공식을 유도할 수 있음을 보았다. 또한 무한급수에서의 무한의 오개념인 잠재적 무한의 개념을 가진 학생들이 본 실험 자료로 학습을 하였을 때에 무한의 올바른 개념인 실 무한의 개념을 이해하는데 도움을 주는지에 대하여 연구를 하였는데 실험에 참가한 실험 학생들은 잠재적 무한 개념을 가지고 있었고 동적이고 직관적인 시각화 자료를 가지고 수업 후 실 무한의 개념으로의 변화가 있었다. 이들 학생들은 또한 컴퓨터를 활용하여 동적이고 직관적인 시각화 자료에 대해서 매우 흥미를 느꼈고, 수학에 대한 태도에도 영향을 주었다.

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간호교육에서 교수매체 활용에 관한 연구 (A Study on the Use of Instructional Media in Nursing Education)

  • 양광자;공은숙;김근곤
    • 한국간호교육학회지
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    • 제4권2호
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    • pp.204-219
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    • 1998
  • The use of instructional media in nursing education was investigated using a descriptive research methodology. Data were collected from 199 professors teaching in the areas of Fundamental Nursing (48 subjects), Adult Nursing(56 subjects), Pediatric Nursing(49 subjects), and Community Health Nursing(46 subjects). 120 professors were from 3-year college of nursing and 79 professors were from 4-year college of nursing, Data were analyzed using descriptive statistics (mean, standard deviation), and ANOVA with SPSS $PC^+$ program. The results are as follows. 1) The general attitude of the subjects toward the use of instructional media was positive(mean : 3.75). However, from the ANOVA result the subjects from 4-year college of nursing had more positive attitudes in the areas of media utilization and supply system. Most subjects had high interest in the areas of effectiveness of the media, and media literacy in using instructional media. 2) OHP(mean was 3.76) and VTR(mean was 3.36) were the most used instructional media in nursing education. These media were efficiently supplied by the school. However, other media like CD-ROM, Opaque Projector, and LCD or beam Projector were not sufficiently provided by the school. 3) The main reasons to use instructional media were that the use of media is effective to raise students' attention and learning motivation. 4) Insufficiency of the media and environment to use media were the causes of the lack of using instructional media. 5) The use of PC communication of internet, LCD or beam Projector, and Computer Graphics was low. The reasons were that the subjects did not have enough knowledge and skills to use these media, and there was lack of media or environment. 6) In general, environment to use media of the 3-year college of nursing was worse than that of 4-year college of nursing. However, there was no significant differences between the two groups in the use of media related to their position, and subject. On the basis of the study results professors teaching nursing have positive attitudes to use instructional media but the lack of media supply or facility to use media limited the use of instructional media.

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${\cdot}$고등학생들의 인터넷을 이용한 의복 구매 행동 연구 (A Study on Clothing purchase Behavior through internet of Middle and High School Students)

  • 권리라;김미정;이혜자;유난숙
    • 한국가정과교육학회지
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    • 제17권2호
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    • pp.29-47
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    • 2005
  • 본 연구의 목적은 인터넷 사용의 주 이용 연령인 중${\cdot}$고등학생들의 인터넷 쇼핑을 이용한 구매 실태, 인터넷 쇼핑을 이용한 의복 구매 행동m 의복 구매 태도를 조사하여 인터넷 쇼핑에 대한 중${\cdot}$고등학생의 올바른 소비자 교육 자료 개발에 필요한 기초 자료를 제공하는 것이었다. 분석을 위한 설문지는 2004년 11월에 서울, 대구, 경기, 충북, 충남. 경북, 경남 지역의 중${\cdot}$고등학생들에게 배포하여 수집하였다. 첫째, 인터넷에서 구입한 의복 품목은 티셔츠 및 남방, 신발 청바지 및 캐쥬얼 하의, 가방류 순으로 $2\~3$만원 미만의 중저가 제품을 주로 구입하였다. 주된 결제 수단은 무통장 입금이었다. 둘째, 의복 구매 만족도는 비교적 높았으나 제품에 대한 보상 만족도는 낮았다. 제품이 민족하지 못한 경운 적극적인 불평 행동을 하고 있었다. 셋째, 반품 품목은 티셔츠 및 남방, 청바지 및 캐주얼 하의, 신발류로 구매 품목과 같은 순이었고, 반품 요인은 사이즈가 맞지 않거나 컴퓨터 화면과 실제 상품과의 차이로 인한 것이 가장 많았다. 조사대상자의 $89.0\%$가 인터넷으로 재구매할 의사가 있다고 나타났다. 넷째. 의복구매와 관련된 인터넷 쇼핑에 대한 태도는 쇼핑의 편이성 항목에서 높았으며 특히. 제품의 다양성과 가격 경쟁 면에서 장점을 가진 것으로 인식하고 있었다. 다섯째, 인구 통계학적 특성 변인에 따라 의복 구매 행동과의 차이를 알아본 결과, 구매 경험과 의복 구매 경험 유무에서는 학년 지역, 월용돈 액수 변인에 따라 차이가 있었다. 구매한 의복 품목에 대해서는 성별에 따라서만 유의한 차이가 있었다. 중${\cdot}$고등학생의 인터넷 사용이 증가함에 따라 인터넷으로 제품을 구매하는 기회가 많아졌고 특히, 의류 제품 구매 비율이 해마다 증가하고 있는 추세로 이에 대한 합리적인 구매 행동을 위하여 체계적인 소비자 교육을 실시할 필요가 있음을 시사한다.

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사회경제적 수준에 따른 치아우식증 예방과 관련 인식조사: 한국갤럽자료를 활용하여 (Cognition of dental caries prevention by the level of the social economic status in Korea: Based on Gallup survey)

  • 진혜정;정은경;이영은;송근배
    • 한국치위생학회지
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    • 제15권1호
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    • pp.39-46
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    • 2015
  • Objectives: The purpose of the study is to investigate the cognition of dental caries prevention by the level of socioeconomic status based on Gallup survey in Korea. Methods: This study was done by Korean Gallup survey in October, 2010. A trained researcher carried out the computer aided telephone interview(CATI) using a structured questionnaire. This study was based on the latest population statistics of resident registration and whole country's phone data base. This survey included 869 selected Korean adults over 19 years old, and they were asked to answer a CATI. The questionnaire consisted of general characteristics of the subjects and socioeconomic factors including age, gender, education level, monthly income, and residential area. Cognition of dental caries prevention was measured by Likert 4 scale including 'much', 'a little', 'rarely', and 'never'. The attitude toward dental caries prevention consisted of daily tooth brushing frequency, experience of oral health education, regular dental checkup, chewing gums(xylitol), regular scaling, and use of oral care devices. Data were analyzed using SPSS 20.0 for frequency analysis, t-test, chi-square test, and one way ANOVA. Cronbach's alpha was 0.462 in oral health concern and attitude. Results: Mean of the frequencies of daily tooth brushing in men was 2.54 times and 2.78 in women. By the comparison to age group, 35-44 years old group had 2.82 times, 19-37 years old group had 2.72 times, and 45-64 years old group had 2.51 times. The level of education and monthly income was proportional to the tooth brushing frequency. Highly educated and higher monthly income group received regular dental checkup within a year and used the auxiliary oral health care devices. Conclusions: This study suggested the relationship between dental caries prevention and socioeconomic status. It is important to provide the low socioeconomic group with the better oral health promotion services in the future.

과학동산 운영에 관한 질적 연구 (A Qualitative Study of Running질 Science Garden질)

  • 채동현;이수영
    • 한국초등과학교육학회지:초등과학교육
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    • 제21권2호
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    • pp.263-288
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    • 2002
  • 'Science Garden' is a science program that develops acquirements of science & technology at an early stage through experiential study and inspire the spirit of scientific inquiry by carrying out laboratory work, science movie, science lecture, scientific work, outdoor activities, computer classes and science experiment which is hard to do through the regular educational course. It is targeted grade 4,5,6 students during summer and winter vacation. 'Science Garden' is conducted by selective participation freely. It is a wholelistic activity that develops children's potential talents or creativities, improves interest and attitude toward science, and also gives opportunity for self-realization by extending capacity for inquiry to show each student's ability. This study is observed and is compared how it is conducted in elementary school using qualitative study. This study is used narrative observation, in-depth interview and document analysis. Objects of narrative observation are two elementary schools, each from Jellabukdo and Gyeonggido, and 7 teachers were interviewed in-depthly. Here are results of the study. 1 A teacher in school G never takes part in student activities, tends to be indifferent to classes, but focuses on observation and experiment in laboratory. And feedback or evaluation about student's activity is never done. On the other hand, a teacher in school S guides students to understand the principals of science on themselves, and wide variety forms of activities such as role playing, discussion, and games are being done. But an effort to evaluate student's activity is not being made properly. 2. Teachers set a high valuation on the need of 'Science Garden'. Observing the way of conducting 'Science Garden', usually teachers who is in charge of science for official work is selected as a teacher in charge, and groan under a heavy burden of conducting it without anyone's help. Participating students are selected by volunteering or teacher's recommendation, but because of low Participation rate, teachers have difficulty in conducting it. Plan for conducting ‘science Garden’ is made 20 days before it, after getting an official document from Office of Education, refering to booklets produced by National Jungang Science Institute, or data from Office of Education, and internet. Teachers evaluate rarely Most school principals have interest in 'Science Garden' but parents are not well aware of it, The budget is made at the same time with the plan, and scale is varied between 200,000∼500,000 won. Because of the improper way of selecting teacher in charge, difficulty in selecting students, heavy works caused by planning, conducting the program, as well as reporting teacher's work, and lack of parents' awareness, 'Science Garden' has been conducted formally and superficially. Next gives you direction to change, for the right way of conducting' Science Garden'. It is important to motivate competent teachers to instruct students actively. For students' active participation, They should publicize thoroughly beforehand, and develope 'Science Garden' program for teachers to be able to make better use of it. Evaluation of student activities and program should be done in the aspect of developing students’ faculties. Beside of school facilities, they need to put diverse local facilities and places to practical use for immediate natural experience. And not only separate schools but also associated form of schools to conduct it is necessary.

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Perceptional Change of a New Product, DMB Phone

  • Kim, Ju-Young;Ko, Deok-Im
    • 마케팅과학연구
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    • 제18권3호
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    • pp.59-88
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    • 2008
  • Digital Convergence means integration between industry, technology, and contents, and in marketing, it usually comes with creation of new types of product and service under the base of digital technology as digitalization progress in electro-communication industries including telecommunication, home appliance, and computer industries. One can see digital convergence not only in instruments such as PC, AV appliances, cellular phone, but also in contents, network, service that are required in production, modification, distribution, re-production of information. Convergence in contents started around 1990. Convergence in network and service begins as broadcasting and telecommunication integrates and DMB(digital multimedia broadcasting), born in May, 2005 is the symbolic icon in this trend. There are some positive and negative expectations about DMB. The reason why two opposite expectations exist is that DMB does not come out from customer's need but from technology development. Therefore, customers might have hard time to interpret the real meaning of DMB. Time is quite critical to a high tech product, like DMB because another product with same function from different technology can replace the existing product within short period of time. If DMB does not positioning well to customer's mind quickly, another products like Wibro, IPTV, or HSPDA could replace it before it even spreads out. Therefore, positioning strategy is critical for success of DMB product. To make correct positioning strategy, one needs to understand how consumer interprets DMB and how consumer's interpretation can be changed via communication strategy. In this study, we try to investigate how consumer perceives a new product, like DMB and how AD strategy change consumer's perception. More specifically, the paper segment consumers into sub-groups based on their DMB perceptions and compare their characteristics in order to understand how they perceive DMB. And, expose them different printed ADs that have messages guiding consumer think DMB in specific ways, either cellular phone or personal TV. Research Question 1: Segment consumers according to perceptions about DMB and compare characteristics of segmentations. Research Question 2: Compare perceptions about DMB after AD that induces categorization of DMB in direction for each segment. If one understand and predict a direction in which consumer perceive a new product, firm can select target customers easily. We segment consumers according to their perception and analyze characteristics in order to find some variables that can influence perceptions, like prior experience, usage, or habit. And then, marketing people can use this variables to identify target customers and predict their perceptions. If one knows how customer's perception is changed via AD message, communication strategy could be constructed properly. Specially, information from segmented customers helps to develop efficient AD strategy for segment who has prior perception. Research framework consists of two measurements and one treatment, O1 X O2. First observation is for collecting information about consumer's perception and their characteristics. Based on first observation, the paper segment consumers into two groups, one group perceives DMB similar to Cellular phone and the other group perceives DMB similar to TV. And compare characteristics of two segments in order to find reason why they perceive DMB differently. Next, we expose two kinds of AD to subjects. One AD describes DMB as Cellular phone and the other Ad describes DMB as personal TV. When two ADs are exposed to subjects, consumers don't know their prior perception of DMB, in other words, which subject belongs 'similar-to-Cellular phone' segment or 'similar-to-TV' segment? However, we analyze the AD's effect differently for each segment. In research design, final observation is for investigating AD effect. Perception before AD is compared with perception after AD. Comparisons are made for each segment and for each AD. For the segment who perceives DMB similar to TV, AD that describes DMB as cellular phone could change the prior perception. And AD that describes DMB as personal TV, could enforce the prior perception. For data collection, subjects are selected from undergraduate students because they have basic knowledge about most digital equipments and have open attitude about a new product and media. Total number of subjects is 240. In order to measure perception about DMB, we use indirect measurement, comparison with other similar digital products. To select similar digital products, we pre-survey students and then finally select PDA, Car-TV, Cellular Phone, MP3 player, TV, and PSP. Quasi experiment is done at several classes under instructor's allowance. After brief introduction, prior knowledge, awareness, and usage about DMB as well as other digital instruments is asked and their similarities and perceived characteristics are measured. And then, two kinds of manipulated color-printed AD are distributed and similarities and perceived characteristics for DMB are re-measured. Finally purchase intension, AD attitude, manipulation check, and demographic variables are asked. Subjects are given small gift for participation. Stimuli are color-printed advertising. Their actual size is A4 and made after several pre-test from AD professionals and students. As results, consumers are segmented into two subgroups based on their perceptions of DMB. Similarity measure between DMB and cellular phone and similarity measure between DMB and TV are used to classify consumers. If subject whose first measure is less than the second measure, she is classified into segment A and segment A is characterized as they perceive DMB like TV. Otherwise, they are classified as segment B, who perceives DMB like cellular phone. Discriminant analysis on these groups with their characteristics of usage and attitude shows that Segment A knows much about DMB and uses a lot of digital instrument. Segment B, who thinks DMB as cellular phone doesn't know well about DMB and not familiar with other digital instruments. So, consumers with higher knowledge perceive DMB similar to TV because launching DMB advertising lead consumer think DMB as TV. Consumers with less interest on digital products don't know well about DMB AD and then think DMB as cellular phone. In order to investigate perceptions of DMB as well as other digital instruments, we apply Proxscal analysis, Multidimensional Scaling technique at SPSS statistical package. At first step, subjects are presented 21 pairs of 7 digital instruments and evaluate similarity judgments on 7 point scale. And for each segment, their similarity judgments are averaged and similarity matrix is made. Secondly, Proxscal analysis of segment A and B are done. At third stage, get similarity judgment between DMB and other digital instruments after AD exposure. Lastly, similarity judgments of group A-1, A-2, B-1, and B-2 are named as 'after DMB' and put them into matrix made at the first stage. Then apply Proxscal analysis on these matrixes and check the positional difference of DMB and after DMB. The results show that map of segment A, who perceives DMB similar as TV, shows that DMB position closer to TV than to Cellular phone as expected. Map of segment B, who perceive DMB similar as cellular phone shows that DMB position closer to Cellular phone than to TV as expected. Stress value and R-square is acceptable. And, change results after stimuli, manipulated Advertising show that AD makes DMB perception bent toward Cellular phone when Cellular phone-like AD is exposed, and that DMB positioning move towards Car-TV which is more personalized one when TV-like AD is exposed. It is true for both segment, A and B, consistently. Furthermore, the paper apply correspondence analysis to the same data and find almost the same results. The paper answers two main research questions. The first one is that perception about a new product is made mainly from prior experience. And the second one is that AD is effective in changing and enforcing perception. In addition to above, we extend perception change to purchase intention. Purchase intention is high when AD enforces original perception. AD that shows DMB like TV makes worst intention. This paper has limitations and issues to be pursed in near future. Methodologically, current methodology can't provide statistical test on the perceptual change, since classical MDS models, like Proxscal and correspondence analysis are not probability models. So, a new probability MDS model for testing hypothesis about configuration needs to be developed. Next, advertising message needs to be developed more rigorously from theoretical and managerial perspective. Also experimental procedure could be improved for more realistic data collection. For example, web-based experiment and real product stimuli and multimedia presentation could be employed. Or, one can display products together in simulated shop. In addition, demand and social desirability threats of internal validity could influence on the results. In order to handle the threats, results of the model-intended advertising and other "pseudo" advertising could be compared. Furthermore, one can try various level of innovativeness in order to check whether it make any different results (cf. Moon 2006). In addition, if one can create hypothetical product that is really innovative and new for research, it helps to make a vacant impression status and then to study how to form impression in more rigorous way.

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MMORPG에서 길드 구성원들의 사회적 지지와 심리적 요인들이 플로우 및 충성도에 미치는 영향 (The Impacts of Social Support and Psychological Factors on Guild Members' Flow and Loyalty in MMORPG)

  • 강주선;고윤정;고일상
    • Asia pacific journal of information systems
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    • 제19권3호
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    • pp.69-98
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    • 2009
  • We investigated what factors motivate gamers to participate in a guild and why they continue to be engaged as members of the guild. We find that, based on the result of focus group interviews with MMORPG gamers, social support and self-esteem factors play important roles. Considering both prior research and the focus group interviews we have conducted, we define social support and character control as independent variables. Character identity, guild identity, and self-esteem are proposed as mediating variables while guild flow and game loyalty as dependent variables. Accordingly, we develop the research model and hypotheses, and verify them empirically. Based on our experiences of playing the WoW game, we proposed a research model and conducted focus-group interviews (FGIs). FGIs involve formulating a hypothesis and then collecting some relevant data. FGIs were conducted face-to-face with students of C University in Korea. We formulated structured interview schedules, and the questions were based on our research variables and personal experiences. The questions for the interviews encompassed the following areas: (a) the demographic characteristics of the focus group; (b) the number of years for which respondents had played online games; (c) the motive for starting a game; (d) the number of game-characters assumed by each gamer; (e) the type of game played; and (f) other issues such as the reasons for involvement in the play, the willingness to reuse the game in case new versions were released, etc. On average, it took two hours to interview each of three groups. A primary set of FGIs was conducted with three groups on the premise that there would be some differences caused by character race (Horde vs. Alliance) or by playable server (Normal vs. Combat). With respect to the manner of playing, we found that guild members shared information, felt a sense of belonging, and played computer games for quite a long time through the guild; however, they did not undergo these experiences when playing alone. Gamers who belonged to a specific guild helped other players without expecting compensation for that, freely shared information about the game, gave away items for free, and more generous with other members who made mistakes. The guild members were aware of the existence other members and experienced a sense of belonging through interactions with, and evaluations from, other players. It was clear that social support was shown within the guild and that it played an important role as a major research variable. Based on the results of the first FGIs, a second set of in-depth FGIs was carried out with a focus on the psychology of the individual within the guild and the social community of the guild. The second set of FGIs also focused on the guild's offline meetings. Gamers, over all, recognize the necessity of joining a community, not only off-line but also online world of the guild. They admit that the guild is important for them to easily and conveniently enjoy playing online computer games. The active behavior and positive attitudes of existing guild members can motivate new members of the guild to adapt themselves to the guild environment. They then adopt the same behaviors and attitudes of established guild members. In this manner, the new members of the guild strengthen the bonds with other gamers while feeling a sense of belonging, and developing social identity, thereby. It was discovered that the interaction among guild members and the social support encouraged new gamers to quickly develop a sense of social identity and increase their self-esteem. The guild seemed to play the role of socializing gamers. Sometimes, even in the real world, the guild members helped one another; therefore, the features of the guild also spilled over to the offline environment. We intend to use self-esteem, which was found through the second set of FGIs, as an important research variable. To collect data, an online survey was designed with a questionnaire to be completed by WoW gamers, who belong to a guild. The survey was registered on the best three domestic game-sites: 'WoW playforum,' 'WoW gamemeca,' and 'Wow invent.' The selected items to be measured in the questionnaire were decided based on prior research and data from FGIs. To verify the content of the questionnaire, we carried out a pilot test with the same participants to point out ambiguous questions as a way to ensure maximum accuracy of the survey result. A total of 244 responses were analyzed from the 250 completed questionnaires. The SEM analysis was used to test goodness-of-fit of the model. As a result, we found important results as follows: First, according to the statistics, social support had statistically significant impacts on character control, character identity, guild identity and self-esteem. Second, character control had significant effects on character identity, guild identity and self-esteem. Third, character identity shows its clear impact on self-esteem and game loyalty. Fourth, guild identity affected self-esteem, guild flow and game loyalty. Fifth, self-esteem had a positive influence on the guild flow. These days, the number of virtual community is rising along with its significance largely because of the nature of the online games. Accordingly, this study is designed to clarify the psychological relationship between gamers within the guild that has been generally established by gamers to play online games together. This study focuses on the relationships in which social support influences guild flow or game loyalty through character control, character identity, guild identity, and self-esteem, which are present within a guild in the MMORPG game environment. The study results are as follows. First, the effects of social support on character control, character identity, guild identity and self-esteem are proven to be statistically significant. It was found that character control improves character identity, guild identity and self-esteem. Among the seven variables, social support, which is derived from FGIs, plays an important role in this study. With the active support of other guild members, gamers can improve their ability to develop good characters and to control them. Second, character identity has a positive effect on self-esteem and game loyalty, while guild identity has a significant effect on self-esteem, guild flow and game loyalty. Self-esteem affects guild flow. It was found that the higher the character and guild identities become, the greater the self-esteem is established. Contrary to the findings of prior research, our study results indicate that the relationship between character identity and guild flow is not significant. Rather, it was found that character identity directly affects game players' loyalty. Even though the character identity had no direct effect on increasing guild flow, it has indirectly affected guild flow through self-esteem. The significant relationship between self-esteem and guild flow indicates that gamers achieve flow, i.e., a feeling of pleasure and excitement through social support. Several important implications of this study should be noted. First, both qualitative and quantitative methods were used to conduct this study. Through FGIs, it was observed that both social support and self-esteem are important variables. Second, because guilds had been rarely studied, this research is expected to play an important role in the online community. Third, according to the result, six hypotheses (H1, H5, H6, H7, H8, and H11) setup based on FGIs, were statistically significant; thus, we can suggest the corresponding relationships among the variables as a guideline for follow-up research. Our research is significant as it has following implications: first, the social support of the guild members is important when establishing character control, character identity, guildidentity and self-esteem. It is also a major variable that affects guild flow and game loyalty. Second, character control when improved by social support shows notable influence on the development of character identity, guild identity and self-esteem. Third, character identity and guild identity are major factors to help establish gamers' own self-esteem. Fourth, character identity affects guild flow through self-esteem and game loyalty. The gamers usually express themselves through characters; the higher character identity is, the more loyalty a gamer has. Fifth, guild identity, established within the guild, has clear effects on self-esteem, guild flow and game loyalty. Sixth, qualitative and quantitative methods are employed to conduct this study. Based on the results of focus group interviews and SEM analysis, we find that the social support by guild members and psychological factors are significant in strengthening the flow of guild and loyalty to the game. As such, game developers should provide some extra functions for guild community, through which gamers can play online games in collaboration with one another. Also, we suggest that positive self-esteem which is built up through social support can help gamers achieve higher level of flow and satisfaction, which will consequently contribute to minimizing the possibility for the players to develop negative attitude toward the guild they belong to.