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학제간연구 과학기술학 뇌인지과학 기술정책 기타 복합학

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논문 기본 정보

자료유형
학술저널
저자정보
저널정보
한국질서경제학회 질서경제저널 질서경제저널 제18권 제3호
발행연도
2015.1
수록면
137 - 163 (27page)

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The mobile games industry has been rapidly growing with the advantage of relatively short production period, a small number of required manpower, and easy distribution via App. Stores, with a deluge of newly developed games providing customers a wide variety of choices. As the mobile games market became saturated and new products faced fierce competition, however, the market has been inundated with the copycat versions which require much shorter production period and lower cost of production. Copycats without originality have emerged as a serious and critical reason for the shortened lifespan and the quality deterioration of games. Therefore, this study aims at exploring the antecedents so as to enhance user satisfaction and to improve customers’ purchase intentions. On the basis of research results in previous studies on existing online and mobile games, three variables were drawn including game characteristics (sound, graphics, operation), SNS reviews (online testimonials by players), and service quality (usefulness, usability, directionality). Focusing on Candy Crush Saga, a mobile puzzle game, we distributed a survey to a total number of 217 users of the game and implemented multiple regression analysis of the collected data using the SPSS statistical program in order to investigate the impacts of the variables on user satisfaction and purchase intention. The analysis results can be summarized as follows. It was revealed that game characteristics such as graphics and operation, service quality including usefulness and directionality were positively relevant to user satisfaction at the statistically significant level, Among all the variables, usefulness was the most influential factor whereas sound and SNS review did not have significantly positive effects. As for the elements positively affecting purchase intention of mobile games at the statistically significant level, pertinent variables were graphics, players’ testimonials, usefulness and directionality. While sound, operation and usability were not statistically significant, user satisfaction was proven to positively influence purchase intention at the statistically significant level. The analysis results suggest that service quality plays a critical role to satisfy mobile game players not to mention quality game contents since mobile games are a type of consumer goods. Not only at the initial stage of launching a new mobile game, but also throughout its entire sales period, it is necessary to expand the number of customer service professionals and to invest into building and maintaining an effective customer service system to provide stable customer service and to boost sales performance.
#모바일 게임 #게임 특성 #SNS 리뷰 #서비스 품질 #사용자 만족 #구매의도 #Mobile Games #Game Characteristics #SNS Reviews #Service Quality #User Satisfaction #Purchase Intention

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참고문헌 (33)

참고문헌 신청
/ / Gevolution google schola ARC Group / 2002 / Mobile Games-Expandiong Roles and Revenue Opportunities google schola Cronin, J. J. / 2000 / Assessing the effects of quality, value, and customer satisfaction on consumer behavioral intentions in service environments / Journal of Retailing 76 google schola Gronroos, C. / 1984 / A service quality model and its marketing implications / European Journal of marketing 18 (4) : 36 ~ 44 google schola Han, H.S. / 2006 / A study on the impact of quality factors on the easy of use and usefulness of mobile games / Journal of Digital Convergence 14 (2) : 87 ~ 96 google schola

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