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게임 이용자들의 온라인 포럼 내 상호작용이 게임 성과에 미치는 영향

Effects of Game Users’ Interactions in Online Forums on the Performance of the Game in the Market

이지수|김상훈|양혜지
한국소비문화학회|2022.03|소비문화연구 (Journal of Consumption Culture)|제25권 제1호|pp. 27-46|DOI 10.17053/jcc.2022.25.1.002

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키워드

브랜드 커뮤니티Brand CommunityUser Interaction게임 포럼소비자 상호작용게임 다운로드모바일 게임 마케팅Game ForumGame DownloadMobile Game Marketing

초록

최근 게임 커뮤니티를 중심으로 게임 이용자들이 여론을 형성하고 영향력을 행사함에 따라, 게임 개발사들은 커뮤니티 내 이용자와의 활발한 소통을 통해 충성도 높은 커뮤니티를 형성하려는 노력을 기울이고 있다. 게임 공식 포럼은 인터넷 상에 게임 개발사가 게임 개발사와 이용자, 혹은 이용자 간 상호작용을 촉진하기 위해 개설한 커뮤니티를 의미하는데, 게임 이용자 입장에서는 게임 개발사에 의견을 전달할 뿐 아니라 다른 게임 이용자와 함께 게임에 대한 의견을 교류할 수 있는 창구 역할을 한다. 본 연구에서는 게임 산업에서 이용자 커뮤니티의 중요성이 커지고 있다는 점에 주목하여 게임 공식 포럼 내 이용자들 간의 상호작용이 게임의 시장 내 성과에 미치는 영향을 확인하고자 하였다. 이를 위해 포럼 내에서 상호작용 특성을 커뮤니티 게시글 작성 빈도와 게시글 답변 적시성으로 나누고 각 속성이 게임 다운로드 순위에 미치는 영향을 제안하였다. 또한, 포럼 내 상호작용 참가자 비율이 게시글 작성 빈도와 답변 적시성이 게임 성과에 미치는 영향을 조절하는 역할을 함을 제안하였다. 연구 가설을 검증하기 위해 웹 크롤링을 통해 모바일 게임 48편의 공식 포럼 내 게시글을 수집하였고, 앱 마켓 내 다운로드 순위를 예측하는 패널 고정 효과 모형을 분석하였다. 이 때 게시글을 마케터 생성 콘텐츠(공지 게시판)와 이용자 생성 콘텐츠(이용자 게시판, 신고/건의 게시판)로 구분하여 콘텐츠 종류별 상호작용이 게임 성과에 미치는 영향을 확인하였다. 본 연구는 게임 개발사와 게임 이용자 간의 상호작용에 관한 통합적인 모형을 제시한다는 의의가 있으며 실무적으로는 게임 개발사의 공식 포럼의 운영 방식에 유용한 시사점을 제안할 것으로 기대한다.

Abstract

Recently, as game users have formed their opinion and acted collectively around the online game communities, game developers are making efforts to form a loyal community through active communication with users in the community. A game forum is an online community established by a game developer to facilitate interactions between the company and users, or between users. The primary purpose of this study is to investigate the effect of users' interactions in online forums on game performance. We divided the community interaction characteristics into the frequency of posting community and the duration time of reply and verified whether the ratio of interactive participants in the forum had a moderating effect on game performance. In addition, we divided community interaction into marketer-generated content (i.e., a notice board) and user-generated content (i.e., user bulletin board and a report/proposal bulletin board) based on the type of board and confirmed their effects on game performance. We used a panel fixed effect model to investigate the effect of interactions in online forums of 48 games on their download rankings on Google Play Market. This study presents an integrated model for the interaction between game companies and game users and suggests the method of the official forum operation to game companies.

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