본문 바로가기
KERD
논문KCI 등재

The Effect of Esports Playability on User Satisfaction and Loyalty

김대환
글로벌문화예술교육연구소|2023.12|Research in Dance and Physical Activity|제7권 제3호|pp. 117-134

1

조회

0

다운로드

0

인용

0

참고문헌

주제분류무용

초록

The present study aimed to examine how playability attributes in various esports genres affect user satisfaction and loyalty and to investigate the moderating effect of sports involvement on the relationship between playability attributes and user satisfaction. The data (n = 500) of the current study were obtained based on a cross-sectional design targeting esports users in South Korea as the study population. A confirmatory factor analysis (CFA) and measurement invariance test were performed to validate the measurement model. Additionally, a structural equation modeling (SEM) analysis and a multigroup SEM were conducted to test the research hypotheses. The results indicated that the mechanical, interactive, intrinsic, and interpersonal playability of esports significantly enhanced user satisfaction, which in turn increases user loyalty. Furthermore, esports involvement was found to moderate the relationship between esports playability and user satisfaction. By investigating these dynamics in the context of esports and user experience, this study contributes to the knowledge in both the esports and the sport consumer behavior literature. The findings of the present study can also offer useful guidelines for practitioners in the esports industry to provide optimal experiences for esports users.

Abstract

The present study aimed to examine how playability attributes in various esports genres affect user satisfaction and loyalty and to investigate the moderating effect of sports involvement on the relationship between playability attributes and user satisfaction. The data (n = 500) of the current study were obtained based on a cross-sectional design targeting esports users in South Korea as the study population. A confirmatory factor analysis (CFA) and measurement invariance test were performed to validate the measurement model. Additionally, a structural equation modeling (SEM) analysis and a multigroup SEM were conducted to test the research hypotheses. The results indicated that the mechanical, interactive, intrinsic, and interpersonal playability of esports significantly enhanced user satisfaction, which in turn increases user loyalty. Furthermore, esports involvement was found to moderate the relationship between esports playability and user satisfaction. By investigating these dynamics in the context of esports and user experience, this study contributes to the knowledge in both the esports and the sport consumer behavior literature. The findings of the present study can also offer useful guidelines for practitioners in the esports industry to provide optimal experiences for esports users.

참고문헌 (57)

  1. 배동익, "e스포츠 인터넷 방송 BJ속성이 시청만족 및 BJ충성도에 미치는 영향: 시청자의 e스포츠 지식 정도의 조절효과를 중심으로", 한국융합과학회지, 12(2), pp.23~40 (2023), 한국융합과학회
  2. Cheung, G. W., "Evaluating goodness-of-fit indexes for testing measurement invariance", Structural Equation Modeling, 9(2), pp.233~255 (2002)
  3. 최동오, "대학생의 e-스포츠 관람이 이용만족, 애호도 및 재이용의도의 영향 관계 연구 - 마케팅믹스요인을 중심으로 -", e-비즈니스연구, 20(2), pp.133~144 (2019), 국제e-비즈니스학회[DOI]
  4. 최재원, "청소년 e-스포츠 참여동기에 대한 심층적 분석", 한국사회체육학회지, (45), pp.621~634 (2011), 한국사회체육학회
  5. Csikszentmihalyi, M., "Flow: The psychology of optimal experience" (1990), Harper & Row
  6. Federoff, M. A., "Heuristics and usability guidelines for the creation and evaluation of fun in video games" (2002)
  7. Fornell, C., "Evaluating structural equation models with unobservable variables and measurement error", Journal of Marketing Research, 18(1), pp.39~50 (1981)
  8. Hair, J. F., "Multivariate data analysis" (2006), Pearson Prentice Hall
  9. Henseler, J., "A new criterion for assessing discriminant validity in variance-based structural equation modeling", Journal of the Academy of Marketing Science, 43, pp.115~135 (2015)
  10. Seonghyeok Hong, "Influence of Athletes’ Self-Management Strategies on Athlete Satisfaction and Stress Levels", Research in Dance and Physical Activity, 5(1), pp.69~82 (2021), 글로벌문화예술교육연구소[DOI]
  11. Huang, Y., "The Effect of Livestreaming Esports Media on Viewer Satisfaction, Flow Experience, and Media Loyalty", Communication & Sport (2023)
  12. Isbister, K., "Game usability: Advancing the player experience" (2008), CRC press
  13. Jeon, Y., "How Does Service Environment Enhance Consumer Loyalty in the Sport Fitness Industry? The Role of Servicescape, Cosumption Motivation, Emotional and Flow Experiences", Sustainability, 13(11), pp.6414~ (2021)
  14. 정윤덕, "재무지표 분석을 통한 중소규모 e스포츠 기업의 경영현황 파악 및 발전방안 모색", 한국스포츠산업경영학회지, 26(5), pp.1~21 (2021), 한국스포츠산업경영학회
  15. 정영수, "한국 e스포츠 현황의 특성 연구", e스포츠연구: 한국e스포츠학회지, 1(1), pp.47~57 (2019), 한국e스포츠학회
  16. 강태용, "온라인게임(MMORPG)에 대한 경험적 가치가 환기수준과 재이용의도에 미치는 영향", 경영교육연구, 27(4), pp.439~460 (2012), 한국경영교육학회[DOI]
  17. 김대환, "가상현실스포츠관람에서 현존감과 사회적 욕구 만족이 관람만족에 미치는 영향에 관한 연구", 한국체육학회지, 58(1), pp.159~171 (2019), 한국체육학회[DOI]
  18. 김대환, "The Effects of Servicescape and Educational Service Quality on Parents’ Satisfaction and Loyalty in the Context of Youth Soccer Clubs", Research in Dance and Physical Activity, 7(2), pp.27~49 (2023), 글로벌문화예술교육연구소
  19. Daehwan Kim, "Symbiotic Relationship Between Sport Media Consumption and Spectatorship: The Role of Flow Experience and Hedonic Need Fulfillment", Journal of Global Sport Management, 7(1), pp.112~134 (2022), 글로벌지식마케팅경영학회[DOI]
  20. 김대환, "스포츠이벤트 자원봉사자의 직무교육, 직무배치, 직무환경이 자원봉사 만족과 재참여 및 구전 의도에 미치는 영향: 스포츠관여도의 조절효과를 중심으로", 한국체육학회지, 58(2), pp.231~245 (2019), 한국체육학회[DOI]
  21. Daehwan Kim, "The impact of virtual reality (VR) technology on sport spectators' flow experience and satisfaction", Computers in Human Behavior, 93, pp.346~356 (2019), Elsevier BV[DOI]
  22. 김대환, "평창동계올림픽 자원봉사자들의 심리적 욕구만족이 자원봉사 재참여 의도에 미치는 영향 및 올림픽 관여도의 조절효과에 관한 연구", 한국스포츠산업경영학회지, 24(1), pp.96~111 (2019), 한국스포츠산업경영학회[DOI]
  23. Daehwan Kim, "Determinants and Outcomes of Volunteer Satisfaction in Mega Sports Events", Sustainability, 11(7), pp.1859~ (2019), MDPI AG[DOI]
  24. 김진희, "Perception of Female Gamers in Esports Players’", Research in Dance and Physical Activity, 6(1), pp.61~74 (2022), 글로벌문화예술교육연구소
  25. 김진, "대학생들의 e스포츠 참여현황과 관여도에 관한 연구: 경쟁성에 대한 인식, 성별, 운동선수 여부를 중심으로", 한국여성체육학회지, 34(4), pp.17~38 (2020), 한국여성체육학회[DOI]
  26. 김지민, "User Intention to Use Social Network Games: A Study of Motivational, Sociability, and Playability Factors", Entrue Journal of Information Technology, 12(3), pp.151~166 (2013), 엘지씨엔에스
  27. 김정기, "e스포츠의 긍정 및 부정적 효과에 관한 연구: 시청동기, 시청량, 몰입, 자기개발감, 공격성을 중심으로", 사이버커뮤니케이션학보, 27(4), pp.93~124 (2010), 사이버커뮤니케이션학회
  28. Kim, M., "Volunteers of mega-events as co-creators of host destinations : Volunteers’ experience, value, and satisfaction toward host destination", Tourism Management Perspectives, 44, pp.101044~ (2022)
  29. Manmin Kim, "The Effect of Service Quality on Consumer Satisfaction and Loyalty Depending on Consumption Motivations in the Context of Fitness Centers", Research in Dance and Physical Activity, 6(1), pp.33~48 (2022), 글로벌문화예술교육연구소
  30. 김민수, "스포츠 비디오 게임 이용자들의 동기요인이 팀 동일시에 미치는 영향: 성별의 조절효과", 한국스포츠산업경영학회지, 17(1), pp.63~77 (2012), 한국스포츠산업경영학회
  31. 김시예, "퍼스널 트레이너의 사회적 서비스스케이프가 라포, 충성도에 미치는 영향: 성별의 조절효과를 중심으로", 한국스포츠산업경영학회지, 28(4), pp.20~36 (2023), 한국스포츠산업경영학회
  32. 김영선, "e스포츠 개념 사용에 대한 비판적 성찰", 움직임의 철학 : 한국체육철학회지, 28(3), pp.31~45 (2020), 한국체육철학회
  33. Kline, R. B., "Principles and practice of structural equation modeling" (2015), Guilford
  34. Korhonen, H., "Evaluating playability of mobile games with the expert review method", ~ (2016)
  35. Lazzaro, M., "Game usability: advice from the experts for advancing the player experience", pp.315~345 (2008), Morgan Kaufmann
  36. 이학준, "e스포츠는 스포츠이다", 움직임의 철학 : 한국체육철학회지, 28(1), pp.19~30 (2020), 한국체육철학회[DOI]
  37. 이성우, "게임 참여자의 참여동기, 게임몰입, 프로e스포츠팀 동일시의 구조적 관계 분석", 한국레저사이언스학회지, 14(1), pp.83~92 (2023), 한국레저사이언스학회
  38. 이예훈, "Exploring the Current Status of e-sports Participation among People with Disabilities in South Korea", Research in Dance and Physical Activity, 7(2), pp.51~69 (2023), 글로벌문화예술교육연구소
  39. MacKinnon, D. P., "Equivalence of the mediation, confounding and suppression effect", Prevention Science, 1, pp.173~181 (2000)
  40. Massey, B. L., "Interactivity, online journalism, and English-language web newspapers in Asia", Journalism & Mass Communication Quarterly, 76(1), pp.138~151 (1999)
  41. 남기덕, "싱글과 멀티 플레이 게임의 재미요소에 대한 우선순위 비교 연구", 한국게임학회 논문지, 22(2), pp.57~68 (2022), 한국게임학회
  42. Oh, J., "Exploring Experiential Patterns Depending on Time Lapses in Virtual Reality Spectatorship(VRS) : The Role of Interruption in Reducing Satiation", Sustainability, 14(24), pp.16678~ (2022)
  43. Oh, J., "The Impact of Inclusive Leadership and Autocratic Leadership on Employees’ Job Satisfaction and Commitment in Sport Organizations : The Mediating Role of Organizational Trust and The Moderating Role of Sport Involvement", Sustainability, 15(4), pp.3367~ (2023)
  44. Paavilainen, J., "Playability: A gamecentric definition", Extended Abstracts Publication of the Annual Symposium on Computer-Human Interaction in Play, pp.487~494 (2017)
  45. 박정민, "모바일 피트니스 앱 게임의 상호작용성이 운동경험과 이용의도에 미치는 효과 : 플레이테스트 실험연구", 한국게임학회 논문지, 15(6), pp.17~28 (2015), 한국게임학회[DOI]
  46. Petty, R. E., "The elaboration likelihood model of persuasion. In Communication and Persuasion" (1986), Springer
  47. Reichheld, F. F., "Zero defections : Quality comes to services", Harvard Business Review, 68(5), pp.105~111 (1990)
  48. Rollings, A., "Andrew Rollings and Ernest Adams on game design", New Riders, ~ (2003)
  49. Ryu, M. H., "Factors affecting application developers’ loyalty to mobile platforms", Computers in Human Behavior, 40, pp.78~85 (2014)
  50. Sánchez, J. L. G., "Student usability in educational software and games: Improving experiences", pp.87~117 (2013), IGI Global
  51. Sánchez, J. L. G., "Assessing the player interaction experiences based on playability", Entertainment Computing, 5(4), pp.259~267 (2014)
  52. Sánchez, J. L. G., "Playability : analysing user experience in video games", Behaviour & Information Technology, 31(10), pp.1033~1054 (2012)
  53. 심온, "MOBA 게임에서의 이모티콘 이용 동기 연구 - 리그 오브 레전드를 중심으로 -", 기초조형학연구, 22(2), pp.275~291 (2021), 한국기초조형학회[DOI]
  54. 천퉁, "중국 대학생의 e-스포츠 참여 동기와 대인관계유능성 및 여가만족의 상관관계연구", 한국스포츠학회, 21(1), pp.245~255 (2023), 한국스포츠학회
  55. 양신덕, "컴퓨터 게임에서 조작도구의 차이가 플레이어의 몰입에 미치는 영향 연구", 한국게임학회 논문지, 10(1), pp.35~46 (2010), 한국게임학회
  56. Yin, C., "The Effect of Esports Content Attributes on Viewing Flow and Well-Being : A Focus on the Moderating Effect of Esports Involvement", Sustainability, 15(16), pp.12207~ (2023)
  57. Zaichkowsky, J. L., "Measuring the involvement construct", Journal of Consumer Research, 12(3), pp.341~352 (1985)

관련 논문AI추천

e스포츠의 동기와 체험경험이 관람만족 및 재관람의도에 미치는 영향유창석, 주진영한국소비자학회 · 소비자학연구2019 · 제30권 제4호User Experience and Satisfaction on Chinese Game Platforms: An Interaction Perspective*한국유통과학회 · 유통과학연구2025 · 제23권 제7호UTAUT2 모형을 적용한 e스포츠 팬 관람의도 및 관람만족의 관계 분석서광봉, 이민석여가문화학회 · 여가학연구2022 · 제20권 제4호e스포츠 이벤트 경험이 온라인 게임 브랜드의 충성도에 미치는 영향- 리그오브레전드(League of Legends) 월드챔피언십을 중심으로 -이민하사단법인 한국브랜드디자인학회 · 브랜드디자인학연구2021 · 제19권 제1호Electronic Football Participation vs. Traditional Football Engagements in KoreaSeung Hyun Lim글로벌문화예술교육연구소 · Research in Dance and Physical Activity2018 · 제2권 제1호A Study on the Various Attribute of E-Sport Influencing Flow and Identification김은영, 서문식, 안진우, 엄성원한국마케팅과학회 · Journal of Global Scholars of Marketing Science(마케팅과학연구)2008 · 제18권 제1호

이 간행물의 다른 논문 (12건)

Injuries and Injury Management among DanceSport Competitors in Western Visayas, PhilippinesCherry Pilapil Añasco, Teresita E. Portugalete, Evangeline B. Ybanezpp. 1-11Research on Video Installation Dance as Convergence ArtJunghak Yuk, Hyojung Junpp. 13-22Accompanying Learning in Dance Classes in Quebec Schools through Movement Observation-Analysis (MOA)Nicole Harbonnier, Stéphanie Connors, Hélène Duval, Christine Brabant, Caroline Raymondpp. 23-32An Integrated Movement Education Program <The School of the Body>: Focused on the Possibilities of Developing Education Programs in Cooperation with a Public Institution, a Local Cultural Foundation, a Non-governmental Arts and Culture Organization홍애령, 임수진pp. 33-45Development of Assessment Tool for Identifying Gifted Dancers윤서진, 김은혜pp. 47-53
원문 보기