Virtual Goods and Social Influence

Wooyong Jo(조우용),Jeonghye Choi(최정혜) 한국유통학회 2016 한국유통학회 학술대회 발표논문집 Vol.2016 No.10

게임 머니와 캐시 머니 소비에 관한 실증 연구

조우용(Wooyong Jo),최정혜(Jeonghye Choi) 한국콘텐츠학회 2016 한국콘텐츠학회논문지 Vol.16 No.2

본 연구는 온라인 게임 내 이원적 화폐 체계(게임 머니, 캐시 머니)를 실증적으로 분석하고 게임 화폐의 소비에 영향을 주는 소비자들의 특성을 구체적으로 분석하였다. 관련 분야 선행 연구들을 바탕으로 본 연구는 게임 이용 경험, 게임 내 성취, 그리고 지역적 특성을 핵심 변수로 선정하였고, 변수들 간의 상호작용을 확인해 연구 모형을 제안하였다. 검증 결과, 게임 이용 경험과 게임 내 성취는 게임 머니와 캐시 머니소비에 유의한 영향을 주는 것으로 나타났으나, 그 효과의 방향성은 두 게임 화폐의 종류에 따라 상이하였다. 또한 이러한 효과는 게임 이용자가 위치한 지리적 위치가 대도시권인지, 교외 지역인지에 따라 조절되는 것이 관찰되어, 온라인 환경에서의 소비가 오프라인 환경에 따라 상이할 수 있음을 확인하였다. We focus on two kinds of game currency in online games, Game Money and Cash Money, and investigate how money expenditure behavior is explained by experience, achievement, and region as well as how the interplay among key variables differs between Game Money and Cash Money. The empirical analysis provides the following findings. First, experience increases Game Money expenditure whereas it lowers Cash Money expenditure, which suggests that gamers substitute gaming efforts for cash. Second, achievement is positively correlated with both kinds of game currencies. Finally, the relationship of money expenditure with experience and achievement is moderated by region. Specifically the negative effect of experience on Cash Money expenditure is more pronounced in suburban areas than in urban areas. The positive effect of achievement on Cash Money expenditure is also more pronounced in suburban areas than in urban areas. The authors conclude the paper with theoretical contributions and practical implications.

온라인 게임 규제와 청소년의 시선

윤여홍(Yeohong Yoon),조우용(Wooyong Jo),최정혜(Jeonghye Choi),정예림(Yerim Chung) 한국콘텐츠학회 2016 한국콘텐츠학회논문지 Vol.16 No.11

본 연구는 국내 게임 규제 중 한국 사회에 가장 큰 영향력을 미치고 있는 ‘셧다운제’를 기준으로 게임규제 대상자들의 반발심, 게임 이용 성향에 관하여 분석한 연구이다. 이용자들의 중독과 과몰입을 예방하기 위해 게임 규제 정책은 그 필요성이 인정되지만, 부가적인 사회적 비용이 크기 때문에 실효성을 높이는 것이 매우 중요하다. 본 연구의 검증 과정에서, 핵심 변수로 사용된 게임 이용 정도와 셧다운제 통제 여부는 반발심에 유의한 영향을 주는 것이 확인되었으나, 게임 이용 정도와 통제 여부의 상호작용에서 음(-)의 영향을 받는 의외의 결과가 나타났다. 또한, 규제 대상자들 중에 게임을 많이 하는 대상들은 게임을 또래 친구들과 어울리기 위하여 하는 경향이 있었으며, 친구들이 다른 것을 한다면 게임 대신에 다른 것을 할 것이라고 응답하였다. 이러한 결과는 청소년들에게 온라인 게임이라는 존재가 친구들과 소통하고 향유하는 문화공간이었음을 시사하며, 관련 게임 규제를 고안하는데 있어 규제 대상에 대한 심층적인 이해가 부족했음을 의미한다. We study online gaming regulations and examine the reactance and attitude of the targeted group. To be specific, we focus on the ‘Shutdown Law’ due to its scope and magnitude of its influence. The Shutdown Law was enforced to prevent adolescences immersion in or addiction to online gaming; however, its effectiveness has yet to reach a consensus. Our empirical findings show that the reactance to the regulation is stronger as game usage increases; surprisingly the effect of game usage on reactance weakens among the affected adolescences group, compared to the adult counterpart. Furthermore, heavy users in the targeted group are more likely to play online gaming to mingle with their peers, and thus more likely to play other activities that friends participate in. These results suggest that online games play a role to cultivate peer-culture among adolescence and facilitate their communication.

온라인상의 기업 및 소비자 텍스트 분석과 이를 활용한 온라인 매출 증진 전략

김지연(Jeeyeon Kim),조우용(Wooyong Jo),최정혜(Jeonghye Choi),정예림(Yerim Chung) 한국경영과학회 2016 한국경영과학회지 Vol.41 No.2

Much effort has been exerted to analyze online texts and understand how empirical results can help improve sales performance. In this research, we aim to extend this stream of research by decomposing online texts based on text sources, namely, companies and consumers. To be specific, we investigate how online texts driven by companies differ from those generated by consumers, and the extent to which both types of online texts have different effects on online sales. We obtained sales data from one of the biggest game publishers and merged them with online texts provided by companies using news articles and those created by consumers in user communities. The empirical analyses yield the following findings. Word visualization and topic analyses show that firms and consumers generate different contexts. Specifically, companies spread word to promote their own events whereas consumers produce online words to share winning strategies. Moreover, online sales are influenced by consumer-generated community topics whereas firm-driven topics in news articles have little to no effect. These findings suggest that companies should focus more on online texts generated by consumers rather than spreading their own words. Moreover, online sales strategies should take advantage of specific topics that have been proven to increase online sales. In particular, these findings give startup companies and small business owners in variety of industries the advantage when they use the online channel for distribution and as a marketing platform.

온라인 게임의 고객 유형 별 이탈 요인

손정민(Jungmin Son),조우용(Wooyong Jo),최정혜(Jeonghye Choi) 한국경영과학회 2014 한국경영과학회지 Vol.39 No.4

The game industry has grown steadily and the online game has become one of the most attractive game segments for its remarkable growth. Customer management in the online game industry, however, has received little attention from the academic field. The purpose of this study is to analyze the drivers of customer defection in the online game setting and suggest not only theoretical but also managerial insights into increasing customer retention rates. Prior to empirical analysis, the authors hypothesized that 3 variables of interests (Learning, Playing, Achievement) would explain the customer defection according to preceeding researches. To demonstrate these hypotheses, the authors obtained data from one of the biggest game publishers in Korea, and the empirical analysis model was developed considering context of research settings. The results of analyses provide the following insights. First, the key behavioral variables of Learning, Playing, and Achievement play substantial roles in explaining the customer defection. Next, the effects of these variables vary between customer types: novice and experienced customers. The defection decisions by novice customers are predicted by all key behavioral variables and Playing serves as the most influential indicator of the defection decisions. However, experienced customers are influenced by Playing and Achievement, while Learning has no impact on the defection decisions. Finally, the authors investigated hypothetical customer retention strategies, using the empirical results. The market outcomes indicate that the customer retention strategies work well with novice customers and it is hard-to-impossible to prevent experienced customers from defection using their behavioral data. These findings together deliver several meaningful insights to management as follow. First, the management should support customers to get involved in Learning activities at the very first stage. Second, customer’s Achievement and appropriate compensation for it would work as defection barriers. Last, to optimize the outcomes of firm’s marketing investments, it is better to focus on retention of novice users not experienced ones.

럭셔리 브랜드의 판매 성과와 제품, 고객, 구색의 영향

Jiang Yan,김상화(Sanghwa Kim),조우용(Wooyong Jo),최정혜(Jeonghye Choi) 한국유통학회 2018 流通硏究 Vol.23 No.2

본 연구는 럭셔리 브랜드의 판매 성과가 매장 유형에 따라서 어떻게 나타나는지 살펴보고 있다. 럭셔리 브랜드는 대표적인 사치재이자 경험재로서 일상적으로 구매되는 소비재와 다르고, 수익이 대부분 매장 판매를 통해 발생한다. 이에 따라 저자들은 선행 연구에서 밝힌 제품 판매 요인들이 럭셔리 브랜드 제품에서는 어떠한 영향력을 미치는지 확인하고 있다. 나아가 매장의 유형에 따라 판매 양상이 어떻게 변화하는지 고찰함으로써, 유통 연구와 실무 업계에 유의미한 시사점을 제시하고 있다. 구체적으로 본 연구는 인기 제품과 고객 성별, 그리고 제품 구색이 매장 매출에 미치는 영향력을 검증하고, 럭셔리 브랜드의 대표적인 매장 유형인 백화점과 아울렛에서 매출이 변화하는 양상을 확인하였다. 매장 거래 데이터의 실증 분석 결과, 저자들은 럭셔리 브랜드 제품의 매장 판매 성과에 관한 세 가지 주요한 결론을 도출하였다. 첫째, 인기제품은 매출에 긍정적이지만, 이러한 양상은 백화점에서만 나타난다. 둘째, 아울렛에서는 여성 고객이 많을수록 매출이 감소하지만, 백화점에서는 고객 성별에 따른 매출의 차이가 나타나지 않는다. 셋째, 제품 구색이 다양할수록 매출은 증가하며, 이는 백화점과 아울렛에서 모두 동일하게 나타난다. 연구 결과를 바탕으로 저자들은 학문적 시사점과 실무적 시사점을 논의하였다.

실외 실험적 온난화 처리가 굴참나무 묘목의 생장에 미치는 영향

이선정 ( Sun Jeoung Lee ),한새롬 ( Saerom Han ),윤태경 ( Tae Kyung Yoon ),정혜근 ( Haegeun Chung ),노남진 ( Nam Jin Noh ),조우용 ( Wooyong Jo ),박찬우 ( Chan Woo Park ),고수인 ( Suin Ko ),한승현 ( Seung Hyun Han ),손요환 ( Yowhan 한국산림과학회 2012 한국산림과학회지 Vol.101 No.4

Climate change affects all biological processes in terrestrial ecosystems including photosynthesis plant growth and productivity. This study was conducted to investigate the effects of experimental warming on the growth of quercus variabilis seedlings. One-year-old Q. variabilis seedlings were planted in control and warmed plots in April 2010. The air temperature of warmed plots was increased by 3°C compared to control plots using the infrared lamp from November 2010. Shoot height and root collar diameter were measured in March 2011 and June 2012 respectively and aboveground and belowground biomass were also measured in March 2011 and 2012 respectively. Shoot height and root collar diameter were significantly higher in warmed plots than in control plots except for root collar diameter in March 2011 Increment (mm) of shoot height and root collar diameter were also higher in warmed plots (529±30 5.6±0.5) than in control plots (464±28 4.5±0.4). However there were no significant differences between warmed and control plots except for root collar diameter. Increment (g/year) of total aboveground and belowground biomass were higher in warmed plots (36.88±6.52 11.91±3.44 24.97±3.73) than in control plots (30.59±5.51 8.73±1.66 21.86±3.88) however the differences were not statistically significant. Higher seedling growth and biomass of warmed plots might be related to the enhanced net photosynthetic rates in spring and the extended growing season.