Earticle

초록

영어

Online game business has emerged as the most lucrative entertainment industry, with over 10 million players in South Korea and over 30million in Japan in 2005. While the interactive entertainment market continues to expand, with many new online game publishers entering the market, relatively little theory has been developed about which factors influence online gamers' behavioral intentions (i.e., loyalty, satisfaction, words of mouth, etc.) in this area. The purpose of this research is to investigate the relationships among the gamers' satisfaction, trust toward game publishers, the role of online game community, social reputation, and the managerial support of game publishers. We also examine the differences between Korean and Japanese gamers concerning the relationships of these key success factors. The structural model is tested with the data from entire data samples (i.e., Korean and Japanese gamers pooled together) and each of the sub-samples (i.e., Korean and Japanese gamers taken separately). Properties of the causal paths, including standardized path coefficients, the significance of difference, and variance explained for Trust and Satisfaction in the hypothesized model, are presented. Following the model test, we conduct a test of the differences in path coefficients between Korean and Japanese gamers. Statistical results show that, compared to Japanese gamers, Korean gamers had a greater salient effect on Social Reputation in determining. Trust, in addition to placing a greater emphasis on Support of Game Publishers in determining Social Reputation. Other interesting results concerning game Publishers' strategy are also presented.

목차

I. 서론
 II. 선행 연구의 고찰
 III. 연구모형의설정
  3.1 만족
  3.2 신뢰
  3.3 사회적 명성
  3.4 커뮤니티 소속감, 활용성
  3.5 게임업체의 지원
  3.6 변수의 조작적 정의 및 연구모형
 IV. 연구방법 및 절차
  4.1 주요 용어에 대한 정의
  4.2 동질성 분석절차
 V. 실증분석 및 논의
  5.1 표본의 특성
  5.2 서브그룹의 평가
  5.3 멀티그룹의 동질성 분석
  5.4 그룹 간 구조가중치의 차이
 VI. 요약 및 결론
  6.1 연구결과의 요약 및 시사점
  6.2 요인간 구조가중치(경로계수) 차이에 대한 추론
  6.3 연구이 한계 및 향후 연구방향
 참고문헌

저자

• 엄명용 [ Myoungyong Um | 성균관대학교 경영학부 강사 ]
• 김태웅 [ Tae Ung Kim | 성균관대학교 경영학부 교수 ] 교신저자

참고문헌