The effect of cultural differences on the preference of online game items: Focusing on the free-to-play game model

국문 초록 (Abstract)

스마트 폰의 등장과 함께 시작된 온라인 게임 시장은 아케이드, 콘솔 게임 등의 다른 게임들보다 빠르게 성장하고 있다. 그동안 많은 연구자들이 온라인 게임 사용자의 구매 및 사용의도를 해왔으나, 온라인 게임 아이템에 대한 소비자의 선호도와 소비자 간의 차이에 대한 연구는 거의 이루어지지 않았다. 본 연구에서는 게임 사용자를 집단주의와 개인주의에 따라 네 그룹으로 분류하여 온라인 게임 아이템에 대한 선호도를 분석하였다. 연구의 결과, 수직적 개인주의와 수평적 집단주의가 아이템 선호에 유의 한 영향을 미치는 것으로 나타났다. 그러나 수평적 개인주의와 수직적 집단주의는 협력, 경쟁, 성격 식별에 부정적인 영향을 미쳤다. 또한, 게임 기업의 입장에서는 수평적 개인주의와 수직적 집단주의의 성향을 가진 사람들을 위해 꾸밈 아이템을 추천하는 것이 더 효과적인 것으로 나타났다.

다국어 초록 (Multilingual Abstract)

The mobile game market, which started with smartphones, is growing faster than other games such as arcade, console, and PC-based games. As a result of its growth, many researchers have sought to investigate the purchase and play intentions of game players. However, little research has been done on consumer preferences for online game items and how they differ from one consumer to another. This study categorizes game users into four groups according to collectivism and individualism to analyze their preferences. The results of this study revealed that vertical individualism and horizontal collectivism have significant effects on item preference.

목차 (Table of Contents)

• Abstract
• Ⅰ. Introduction
• Ⅱ. Background
• Ⅲ. Research model and hypotheses
• Ⅳ. Research Method
• Ⅴ. Results
• Ⅵ. Discussion and limitations
• [Reference]
• 초록

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