MMORPG 이용자 충성도에 대한 영향요인간 구조적 관계

Abstract

MMORPG makes up 25.9% of domestic market share in game industry, and it has become increasingly fierce in competition. Game developer and publisher make every effort to build customer e-loyalty to sustain their competitiveness. Thus, this paper examines the determinants of e-loyalty that reflect the features of MMORPG such as intensive and real-time interactivity. For this purpose, we selected interactivity, sense of community, reward and fun as the key antecedents of e-loyalty based on the extensive review of previous researches related to online game and Internet service usage. A total of 202 responses were used for analysis and the research results are as follow. The findings show that interactivity, sense of community and reward influence significantly on fun, then fun is positively related to e-loyalty. Also, interactivity and reward are proven to have a positive influence on sense of community, and sense of community mediates the effect of interactivity and reward on fun.