사회적 요인과 게임적 요인이 모바일 소셜 네트워크 게임 몰입에 미치는 영향

Abstract

Purpose The purposes of this study are (1) to examine why users commit to M-SNG and (2) to understand what factors impact M-SNG users’enjoyment, motivation and commitment. Methods We use a questionnaire survey to collect 190 data on users’ perception on M-SNG. we also use a structural equation modeling method with Smart PLS 3.0 Results Playfulness, design aesthetics, competition and social identity are found to be statistically significant factors affecting enjoyment and motivation. Also, enjoyment and motivation are found to be statistically significant factors affecting commitment. Conclusion We suggest three points of view as game factors, socio-game factors, and social factors. Game factors are more important than other factors. Also, enjoyment is a more powerful factor than motivation in affecting user’s commitment to using M-SNG. Key words: Mobile Social Network Game, Commitment, Motivation, Enjoyment, Structured Equation Model