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연애 시뮬레이션 게임(DSG) 특성이 게임 몰입과 유료 아이템 구매 의도에 미치는 영향

Title
연애 시뮬레이션 게임(DSG) 특성이 게임 몰입과 유료 아이템 구매 의도에 미치는 영향
Other Titles
The Influence of Dating Simulation Game Characteristics on Game Flow and Purchase Intention of Paid Item
Author
왕소소
Alternative Author(s)
WANG, XIAOXIAO
Advisor(s)
황상재
Issue Date
2019. 8
Publisher
한양대학교
Degree
Master
Abstract
모바일 게임 콘텐츠 및 플랫폼은 중국 게임 산업을 이끄는 핵심으로 전망이 밝다. 모바일 게임 시장이 빠르게 성장하면서 게임 장르도 점차 세분되고 있는데, 그 중 여성 플레이어를 과녁으로 한 여성 취향 게임이 빠르게 성장하고 있다. 이에 따라 대표적인 여성 취향 게임 장르인 연애 시뮬레이션 게임을 사례로 상업적인 성공을 거둔 원인 분석하며 본 연구를 시작하였다. 본 연구는 기존 모바일 게임 특성에 관한 선행 연구를 토대로 모바일 시뮬레이션 게임의 한 장르인 연애 시뮬레이션 게임(DSG)의 몰입 요인과 몰입 요인이 이용자 만족도, 유료 아이템 구매 의도에 미치는 영향에 대해 알아보았다. 선행 연구를 기반으로 도출된 세 가지 몰입 요인은 시나리오 흡인력, 일체감 및 오락성이며, 또한 각각의 요인들이 몰입에 어떻게 영향을 미치는지 분석하고, 게임 몰입과 이용자의 만족도 및 유료 아이템 구매 의도의 상관관계를 규명하고자 하였다. 특히, 연애 시뮬레이션 게임 특성과 유료 아이템 구매의도 사이의 게임 몰입과 이용자 만족도의 매개 효과를 분석하였는데 본 연구의 창의성이 있다고 할 수 있다.
Mobile game contents and platforms are the core driving of the Chinese game industry, with bright prospects are bright. With the mobile game market growing fast, the genre of the game is also gradually breaking down, among which women's favorite games targeting female players are growing fast. Therefore, this research was started by analyzing the causes of commercial success with the leading female-favored game genre, the dating simulation game. Based on a prior study on the characteristics of existing mobile games, this study looked at the influence of game flow in DSG, a genre of mobile simulation games, on user satisfaction and the purchasing intention of game item. The three factors of game flow derived based on prior research were scenario attraction, identification and entertainment, and also to analyze how each factor affects flow, and to establish the correlation between game flow and users' satisfaction and purchasing intention of game item. In particular, we analyzed the mediated effects of game flow and user satisfaction between the characteristics of a dating simulation game and the purchase of paid items, and the creativity of this study is found. The research methods of this study used surveys and statistical data analysis. The survey was conducted and the statistical analysis was performed through the SPSS 24.0. Studies have shown that scenario attraction, identification and entertainment have a positive effect on game flow in dating simulation games, and that scenario attraction, identification and entertainment have a positive effect on user satisfaction. In addition, these three characteristic factors were shown to influence the intent of purchasing paid items for game flow and user satisfaction. In other words, the three variables are highly correlated: game flow, user satisfaction, and purchase paid items. China's leading dating simulation game "Love and Producer" gained explosive popularity upon its release in South Korea. we can achieve even greater commercial success if the Korean localized dating simulation game is released. With a lack of games targeting female players, the company needs to produce a dating simulation game that targets niche markets. The results of this study suggested practical improvement measures to increase the willingness of Korean game makers to purchase paid items. When designing games for female players, three factors should be considered first: scenario attraction, unity and entertainment. The factors of immersion and persistence of immersion are the tasks that a dating simulation game must solve. This can provide a value worth referring to the intention of purchasing paid items for game players.
URI
http://dcollection.hanyang.ac.kr/common/orgView/000000109953http://repository.hanyang.ac.kr/handle/20.500.11754/109819
Appears in Collections:
GRADUATE SCHOOL[S](대학원) > MEDIA COMMUNICATION(미디어커뮤니케이션학과) > Theses (Master)
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