• 한국게임학회 논문지
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• 제10권5호
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• pp.75-85
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• 2010

게임 산업의 양적인 성장과 더불어 사회적 문제로 게임 중독 역시 증가되어 왔다. 게임 중독의 대응 방향으로 피로도 시스템 도입이 제시되었다. 본 연구에서는 몰입과 중독에 영향을 미치는 '자기통제력', '긍정적 기대', '관심', '경쟁심', '긍정적 자기효능감', '부정적 자기효능감' 6개의 요인이 피로도 시스템 이용 여부에 따라 '몰입'에 어떠한 영향을 미치는지 실증 분석하였다. 이를 통해 피로도 시스템을 적용하는 게임 개발 시 이용자의 몰입을 향상시키기 위하여 어떠한 전략을 개발하고 구사해야하는 가에 대한 이론적, 실무적 함의를 제공하고자 한다.

• 한국게임학회 논문지
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• 제7권2호
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• pp.73-82
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• 2007

이 연구는 "모차르트 이펙트"를 통해 밝혀진 모차르트 음악이 지능향상에 효과가 있다는 연구결과와 비교하여 온라인 게임 이용자의 게임 후 시 공간 능력에 어떤 영향이 나타나는지 알아보고자 한다. 10대 후반에서 20대 초반의 대학생을 대상으로 한 이번 연구에서 게임 이용 시 시공간 인지 능력의 차이는 공간 인지 능력의 차이에서 두드러지는 것으로 나타났다. 음악, 애니메이션, 온라인 게임(카트라이더)을 이용한 세 집단의 공간인지 능력의 차이를 분석한 결과, 온라인게임을 선호하는 집단이 '모양맞추기' 점수가 높아 온라인게임 이용이 이용자의 시 공간 능력 향상에 도움이 된다는 연구결과를 도출하였다.

• 경영과학
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• 제22권1호
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• pp.47-66
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• 2005

Online game business has emerged as the most lucrative entertainment Industry, with over 10 million players in South Korea. The popularity of online games can be attributed to the availability of broadband network and the presence of numerous PC Bangs and around the country, which have pushed online games Into the main-stream entertainment culture. The age distribution of online game players is expanding and a variety of new games are under development to target certain age groups. While the interactive entertainment market continues to expand, with many new online game publishers entering the market, relatively little is known about which factors influence online game players' behavioral intentions to play continuously in this area. It appears that in this extremely attractive and growing services segment, academics, as well as practitioners, would benefit from in vestigating the relationships among the players' loyalty, interactivity, the sense of presence and the impacts of several other key game-related constructs. Several types of interaction in on-line games and their relationship with the flow construct are investigated, and the resulting conceptual model is proposed. Based on data collected from online questionnaire survey, the validity of the simultaneous equation model has been tested and interesting conclusions have been developed concerning the relationships between the players' loyalty to the sense of presence, flow, satisfaction and interactions. Other interesting results concerning game development strategy are also provided.

• 한국경영과학회:학술대회논문집
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• 한국경영과학회 2004년도 추계학술대회 및 정기총회
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• pp.200-218
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• 2004

Online game business has emerged as the most lucrative entertainment industry, with over 10 million players in South Korea. The popularity of online games can be attributed to the availability of broadband network and the presence of numerous PC Bangs and around the country, which have pushed online games into the mainstream entertainment culture. The age distribution of online game players is expanding and a variety of new games are under development to target certain age groups. While the interactive entertainment market continues to expand, with many new online game publishers entering the market, relatively little is known about which factors influence online game players' behavioral intentions to play continuously in this area. It appears that in this extremely attractive and growing services segment, academics, as well as practitioners, would benefit from investigating the relationships among the players' loyalty, interactivity, the sense of presence and the impacts of several other key game-related constructs. Several types of interaction in on-line games and their relationship with the flow construct are investigated, and the resulting conceptual model is proposed. Based on data collected from online questionnaire survey, the validity of the simultaneous equation model has been tested and interesting conclusions have been developed concerning the relationships between the players' loyalty to the sense of presence flow, satisfaction and interactions. Other interesting results concerning game development strategy are also provided.

• The International Journal of Costume Culture
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• 제7권2호
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• pp.123-134
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• 2004

This study tried to suggest the effective future marketing strategies by analysing marketing strategies of five brands which were selected by sales amount and the growth rate among young casual brands in the L-Department store from 2001 to 2002. According to analysis, brand marketing could summarize to five marketing strategies such as culture marketing, emotion marketing, co-marketing, on-line marketing, and propose marketing. Culture marketing includes 'BB family marketing, star marketing, core marketing, experience marketing. One of the emotion marketing is 'Kidult marketing' which affects cute concept. Co-marketing includes 'Charisma marketing' that cooperates with distribute industry, 'Movata marketing' which cooperates with mobile communication industry, and 'Game marketing' which cooperates with game industry. There are some other marketing strategies such as consumer calling marketing, A.S.A. marketing which is for buyers, QR marketing for quick response, Web site's differentiate marketing and Logo marketing. The suggested marketing strategies for on-coming brands are 'distinguished strategy of the online contents', 'consumer calling strategy' and 'loyalty maximizing strategy'.

• 기술혁신연구
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• 제12권1호
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• pp.241-269
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• 2004

Online game business has emerged as the most lucrative entertainment industry, with over 10 million players in South Korea. The popularity of online games can be attributed to the availability of broadband network and the presence of numerous PC Bangs and around the country, which have pushed online games into the mainstream entertainment culture. The age distribution of online game players is expanding and a variety of new games are under development to target certain age groups. While the interactive entertainment market continues to expand, with many new online game publishers entering the market, relatively little is known about which factors influence online game players' behavioral intentions to play continuously n this area. It appears that in this extremely attractive and growing services segment, academics, as well as practitioners, would benefit from investigating the relationships among the players' intentions to play, flow, and the impacts of several other key game-related constructs n consumer behavioral intentions. Several types of interaction in on-line games and their relationship with the flow construct are investigated, and the resulting conceptual model is proposed. Based on data collected from online questionnaire survey, the validity of the simultaneous equation model has been tested and interesting conclusions have been developed concerning the relationships between the players' behavioral intentions to play, flow, and interactions. Other interesting results concerning game development strategy are also provided.

• 무역상무연구
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• 제29권
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• pp.173-196
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• 2006

Online game business has emerged as the most lucrative entertainment industry, with over 10 million players in South Korea and over 30 million in Japan in 2005. The popularity of online games can be attributed to the availability of broadband network, pushing online games into the mainstream entertainment culture. The age distribution of online game players is expanding and a variety of new games are under development to target certain age groups. While the interactive entertainment market continues to expand, with many new online game publishers entering the Japan, relatively little is known about which factors influence online game players' behavioral intentions to play continuously in this area. This study investigates major factors which influence the acceptance of online game services based on the theoretical backgrounds of the technology acceptance model(TAM) and the flow theory. This paper extended the Davis' TAM model by including the flow concept as another major factor toward the intention to play online game. Based on data collected from online questionnaire survey, we show that the proposed model provides an adequate fit to the data, and that the flow experience is another important factor influencing the intention to play online game, as well as the perceived ease of use.

• 한국콘텐츠학회논문지
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• 제6권11호
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• pp.110-117
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• 2006

우리가 살고 있는 현 시대의 뉴미디어는 다감각적 테크놀로지에 의해 강하게 수용자를 현혹시키며 우리의 삶에 영향을 미친다. 그것들은 시각적으로 구성되어 있음에도 불구하고 마치 촉각적으로 체험하는 듯한 느낌을 준다. 현대의 대중은 온라인 미디어의 확산과 함께 일상 속에서 모든 감각을 통해 미디어를 접하고 있으며, 그 과정에서 일시적이면서도 촉감각적인 공유를 원한다. 이와 같은 흐름으로 대중사회와 영화의 출현이후, 예술은 분산적이고 촉각적인 지각방식에 호소하여 왔으며, 이 대중 적인 지각방식은 특히나 온라인 게임문화의 발달과 함께 일상 속에서 '시각적 촉지각'의 체험을 가능하게 한다. 온라인 게임의 서사를 체험할 수 있게 제작된 게임 애니메이션의 편집이 주는 쇼크작용은 바로 시각성에 촉각성을 불러일으킨다. 이러한 가정 하에 본 연구는 발터벤야민의 시각적 촉각성 이론과 영상의 몽타주 이론을 근거로 하여 게임 애니메이션을 접하는 대중의 촉각적인 충격이 단순한 그래픽 효과만이 아닌 몽타주 효과와 분산적인 수용에 의해 이루어진다는 것을 앞의 이론을 근거로 하여 설명하고자 한다.

• 한국게임학회 논문지
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• 제6권3호
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• pp.67-76
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• 2006

본 연구에서는 온라인 게임의 이용자의 게임 몰입도가 PPL의 효과에 미치는 영향을 알아보고자 한다. 간접 광고 효과에 영향을 미치는 요인으로는 노출 빈도, Brand의 배치 형태, 식역하 지각에서의 자극, 제품에 대한 관여도, PPL에 대한 사전지식을 고려해 볼 수 있다. 본 연구에서는 이러한 변인요소들을 통제하고 게임매체의 특성인 몰입 정도를 조절하기 위하여 게임을 통해 광고에 노출된 그룹과 같은 자극을 영상을 통해 노출된 그룹으로 나누어 두 그룹의 PPL인지와 제품에 대한 태도변화에 대해 알아보았다. 게임몰입이 클 경우 광고에 대한 정보처리는 방해를 받았으며, 따라서 미디어에 삽입된 PPL광고의 인지율이 떨어졌다. 그러나 PPL의 배치요인에 따라서는 인지에 차이를 보였다. 이를 이용하여 고몰입 상태의 초점시각의 움직임에 따른 이미지 인식의 정확성을 조사하여 사용자의 인지에 따른 PPL 디자인 법을 제안하였다. 본 연구는 게임 내 PPL을 통한 수익구조의 잠재적 효과를 조명하며 전략적으로 게임내의 PPL을 디자인 하는 방법 에 대한 논의를 포함한다.

• Asia pacific journal of information systems
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• 제32권3호
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• pp.684-705
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• 2022

A new trend has been emerging in recent years, with video game live streaming becoming a meeting ground for gamers, as well as a marketing strategy for game developers. In line with this trend, the emergence of the "Let's Play" culture has significantly changed the manner in which people enjoyed video games. In order to academically explore this new experience, this study seeks to answer the following research questions: (1) Does engaging in video game streaming offer the same feeling as playing the game? (2) If so, what are the factors that affect the feeling of telepresence from viewers' perspective? and (3) How does the feeling of telepresence affect viewers' learning experience of the streamed game? We generated and empirically tested a comprehensive research model based on the telepresence and consumer learning theories. The research findings revealed that the authenticity and pleasantness of the streamer and the interaction of viewers positively affect telepresence, which in turn is positively associated with the gained knowledge and a positive attitude toward the streamed game. Based on the research findings, various practical implications are discussed for game developers as well as platform providers.