개인의 온라인 게임 수용에서 혁신성의 조절효과에 대한 비교연구- 쾌락적 정보시스템의 관점에서 -
The Moderating Effect of Personal Innovativeness onOnline Game Acceptance- Using Hedonic Information System -
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본 연구는 온라인 게임을 쾌락적 정보시스템이라는 관점에서 접근하여 Van der Heijden (2004)의 연구와 정보기술수용모형(Technology Acceptance Model: TAM)을 확장하여 온라인 게임의 수용을 설명하는 이론적 모델을 제시하고 있다. 온라인 게임의 수용을 설명하기 위하여 정보기술수용모형을 바탕으로 기능적인 측면을 고려하면서 동시에 쾌락적 정보시스템으로서 지각된 유희성을 반영한 모델을 제시하였다. 또한, 쾌락적 정보시스 템으로서 온라인 게임의 수용여부는 신기술 수용에 대한 개인차에 따라 달라질 것이라고 보고, 개인 의 혁신성(Personal Innovativeness)을 바탕으로 고혁신 수용자 그룹과 저혁신 수용자 그룹간의 게임 수용 의도에 요소간의 영향력 차이가 실질적으로 존재하는지 평가하고자 하였다. PLS (Partial Least Square) 방법론을 이용하여 혁신성의 중앙값을 기준으로 고혁신그룹 (191명) 과 저혁신그룹(149명)으로 나누어 실증분석을 실시한 결과, 전체 그룹에서는 게임이 제공하는 편리 성, 유희성, 유용성의 순서로 게임에 대한 수용의도에 영향을 미치는 것으로 나타났다. 반면에 혁신성 을 기준으로 그룹화하여 비교한 연구에서는 혁신성이 높은 그룹은 다소 편리하지 않더라도 게임이 자신이 요구하는 유용한 가치에 부합하면 게임을 수용하려는 의도가 높았고, 혁신성이 낮은 그룹은 유용성 보다는 게임이 얼마나 편리한지가 수용의도에 가장 큰 영향요인임을 알 수 있었다. 또한, 두 그룹에서 모두 게임이 제공하는 본연의 가치인 유희성은 그룹 간 통계적인 차이 없이 모두 중요한 영향요인으로 나타났다.
Abstract
This study approaches online games from the perspective of the hedonic information system and presents a theoretical model to explain online game acceptance by expanding the study of Van der Heijden (2004) and the Technology Acceptance Model (TAM). The important variables of this model included perceived usefulness, perceived easiness, perceived enjoyment. Also, we investigate a moderating effect of personal innovativeness on online game acceptance. The subjects were divided into a highly innovative group (191 persons) and alow innovative group (149 persons) on the basis of the median value of innovativeness using the PLS (Partial Least Square) method. An empirical analysis of the subjects found that among the total group, perceived easiness, perceived enjoyment, perceived usefulness of the game influenced the intent of acceptance, in this order. On the other hand, comparative research of the two groups based on innovativeness found that the highly innovative group showed high intent of game acceptance if a game agreed with the subjects’ useful values even if it was somewhat inconvenient, whilst easiness of a game was the greatest influencing factor in the low innovative group. In addition, the enjoyment of a game, which is the intrinsic value of a game, was an important factor in both groups without statistical difference.
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