Earticle

초록

영어

The purpose of the study is to explore the relationship between user satisfaction of mobile social network game and user preference of co-marketing brand with the game. We propose revised UTAUT model(i.e., mobile game effect model) and explore the influence of user habit with game in the model. Total 129 Korean mobile game users were surveyed. The data were analyzed using structural equation model(SEM). The result show that perceived usefulness and hedonic value influence user satisfaction for mobile social network game. Next, user satisfaction has a positive influence on users' brand preference placed on the game. We also identified the moderating effect of the habit on the relationship between user satisfaction and brand preference. This study provide a deeper understanding of Korean consumers' mobile game behavior and trend.

목차

ABSTRACT
 1. 서론
 2. 문헌 고찰 및 가설 설정
 3. 연구 방법
 4. 연구 결과
  4.1 응답자 특성
  4.2 연구모형 검증
  4.3 습관의 조절효과 검증
 5. 결론
 감사의 글
 참고문헌

키워드

저자

• 최윤정 [ Yun Jung Choi | 서울대학교 강사 ] Corresponding author

참고문헌

발행기관

간행물

표지보기 관심저널 등록

• 간행물명

  컴퓨터게임및콘텐츠논문지(구 한국컴퓨터게임학회논문지) [Journal of Computer Games and Contents]

• 간기

  월간

• pISSN

  3091-7409

• eISSN

  3092-3638

• 수록기간

  2002~2026

• 등재여부

  KCI 등재

• 십진분류

  KDC 691 DDC 793