IP 기반 게임 캐릭터 스킨의 지각된 가치와 구매의도가 게임 충성도에 미치는 영향 - MOBA 게임 포켓몬 유나이트를 중심으로
Effects of the Perceived Value of IP-based Game Character Skins and Purchase Intention on Game Loyalty: Focusing on the MOBA Game Pokemon Unite
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초록
최근 게임시장에서는 애니메이션, 웹툰 등 IP를 기반으로 한 게임의 증가가 두드러지고 있다. 이에 본 연구는 게임사의주요 수익원 중 하나인 아이템 판매에 주목하여, IP 기반 게임 캐릭터 스킨의 지각된 가치가 스킨 구매의도에 미치는 영향과, 나아가 스킨 구매의도가 게임 충성도에 미치는 영향을 조사하고자 하였다. 이를 위해 IP 인지도 1위인 포켓몬과 캐릭터아이템 시장이 활성화된 MOBA 게임이 결합된 ‘포켓몬 유나이트’를 사례로 하여 중국 내 이용자들을 대상으로 캐릭터스킨의 지각된 가치와 구매의도, 충성도 간의 영향관계를 분석하였다. 본 연구는 IP 기반 게임 캐릭터 스킨의 지각된 가치를심미적 가치, 쾌락적 가치, 사회적 가치, 개인적 가치, 경제적 가치, IP 가치로 도출하였다. 분석 결과, 6개의 지각된 가치중 심미적 가치를 제외한 5개 지각된 가치(쾌락적 가치, 사회적 가치, 개인적 가치, 경제적 가치, IP 가치)가 구매의도에긍정적인 영향을 미치는 것으로 나타났다. 또한, 캐릭터 스킨 구매의도는 게임 충성도에 긍정적인 영향을 미쳤으며, 이과정에서 캐릭터 충성도가 부분 매개효과를 보였다. 이러한 연구 결과는 IP 기반 게임 이용자들이 캐릭터 스킨 구매과정에서다양하고 복합적인 가치를 고려한다는 점을 시사하며, 캐릭터 스킨은 단순히 아이템 판매를 넘어 게임에 대한 충성도 형성에도중요한 역할을 한다는 것을 보여준다.
Abstract
Recent trends in the gaming industry have highlighted a significant rise in games based on intellectual properties (IP), such as animations and webtoons. This study addresses a critical aspect of revenue generation for game companies: item sales. Specifically, it explores how the perceived value of character skins in IP-based games influences purchase intentions and, subsequently, how these intentions affect game loyalty. Utilizing ‘Pokemon Unite’—a game that integrates the prominent IP Pokmon with the dynamic MOBA genre—this research investigates these relationships within a sample of Chinese users. The perceived value of character skins was delineated into six categories: aesthetic value, hedonic value, social value, personal value, economic value, and IP value. Findings indicate that, of these six value dimensions, five—hedonic, social, personal, economic, and IP values—significantly impact purchase intentions, with aesthetic value showing no significant effect. Furthermore, the study demonstrates that purchase intentions have a positive effect on game loyalty, with character loyalty partially mediating this relationship. These results underscore that players of IP-based games weigh a multifaceted array of values when deciding on character skin purchases and highlight the critical role these skins play in not only generating item sales but also enhancing game loyalty.
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