모바일 소셜 네트워크 게임 이용자들의 이용행동에 관한 연구: 동기, 혜택, 손실요인을 중심으로

Abstract

The present study was aimed to examine the factors related to the usage behavior of mobile social network game users and the effect of such factors on the users’ satisfaction. In this respect, this study analyzed factors related to the motives for using mobile social network game, and benefits and cost from it, and to the user’s satisfaction. With the objective, this study carried out a preliminary research to design the scales of the variables related to the motives for using mobile social network game, and benefits and cost from it. As a result, 3 sub-factors were found for the motives to use mobile social network game. They are engagement, advertisement recommend, and finding fun during free time. Of them, engagement and finding fun during free time were found affecting the users’ satisfaction. Second, it was known that the benefits from using mobile social network game had 3 sub-factors: psychological pleasure, psychological bond, and psychological satisfaction. All the sub-factors were demonstrated to have impact on the users’ satisfaction. Third, the cost from using mobile social network game had 4 sub-factors of physical fatigue, device capacity exhaustion, psychological regret, and dissatisfaction with operation. Among the sub-factors, physical fatigue, device capacity exhaustion, and psychological regret were proved to have effect on the users’ satisfaction. Last, the analysis on the relative effect of motives, benefits, and cost on the users’ satisfaction with using mobile social network game demonstrated that only psychological pleasure and psychological satisfaction, which are the sub-factors of benefits, had impact on the users’ satisfaction. The findings above revealed the structure of those factors related to the motives for using mobile social network game, and benefits and cost from it with respect to the user’s behavior in using mobile social network game. Therefore, the findings in this study are expected to be the basic data in understanding the usage behaviors of mobile social network game. In addition, they can expand the scope of research in game, which has been limited to PC-based online game, and technological and engineering perspective.