서비스 기업에서 Fun이 서비스혁신성과에 미치는 영향에 관한 연구

서창적(Suh, Chang Juck),이인태(Lee, In Tae) 한국서비스경영학회 2011 서비스경영학회지 Vol.12 No.5

In recent, FUN management is rapidly spreading with well-being, working balance, job entertainment and so on. In this situation, many corporations adopt the FUN management as a strategic method. We can see many success cases of FUN management such as Southwest Airline. In many corporation cases, We can instinctively predict that FUN affects the employee`s attitudes for job and performance. In psychology and education, many researchers have studied the psychological origin of FUN and the effects of FUN on the educational performance. But, there are a few research for FUN management and FUN itself in business administration. Hence many researchers confuse the concept of enjoyment, interest, pleasure, fun, leisure and so on. In this paper, we have three objections in service corporations. First, define the FUN in level of individual and organization. Second, show the effects of FUN on the trust and commitment. Third, verify the relations of among trust, commitment, and service innovation performance. We conducted an empirical analysis of 177 employees in customer contact departments of the service corporations. Research findings are as follows: First, We observed that both individual level FUN and organizational level FUN have an important influences on trust and commitment. Second, in the relationship between trust and commitment, trust had positive effect on commitment. Finally, commitment had positive effect on service innovation performance. The current paper provides managerial implications for the importance of FUN in the human resource management of service corporation.

Fun 요소의 디자인 사례와 가구 적용에 관한 연구

유도현,윤여항 한국가구학회 2009 한국가구학회지 Vol.20 No.2

Recently, as living of people becomes economically liberal, people's interests are being directed to enjoying leisure and finding fun. The design area is not exceptional from this change and thus fun elements are working as important purchase factors when people are purchasing goods in addition to intrinsic uses of the goods. Along with the development of cutting-edge technologies, other manufacturing industries like electronics, automobiles etc are swiftly responding to this trend, but the furniture industry that has been perceived as a relatively low technical industry is not at all prepared for this trend. Here, this thesis is to suggest a direction for our furniture industry to go by proposing many potentials to apply fun elements to furniture through surveys of design cases addressing fun in other areas. The surveys made in this study are largely divided into the fun in the aspect of perception and the fun in the aspect of awareness. First, the fun in the aspect of perception of furniture can be experienced through the assembling of D. I. Y. furniture and this requires studies and efforts of developers in order to enable people to enjoy the processes of assembling as a sort of 'play' without feeling a burden in the processes of assembling. Second, the fun in the aspect of awareness of furniture can be created by boldly introducing new technologies and materials from other industrials and this includes adding other functions than the intrinsic use of furniture such as containing things. Recently, as living of people becomes economically liberal, people's interests are being directed to enjoying leisure and finding fun. The design area is not exceptional from this change and thus fun elements are working as important purchase factors when people are purchasing goods in addition to intrinsic uses of the goods. Along with the development of cutting-edge technologies, other manufacturing industries like electronics, automobiles etc are swiftly responding to this trend, but the furniture industry that has been perceived as a relatively low technical industry is not at all prepared for this trend. Here, this thesis is to suggest a direction for our furniture industry to go by proposing many potentials to apply fun elements to furniture through surveys of design cases addressing fun in other areas. The surveys made in this study are largely divided into the fun in the aspect of perception and the fun in the aspect of awareness. First, the fun in the aspect of perception of furniture can be experienced through the assembling of D. I. Y. furniture and this requires studies and efforts of developers in order to enable people to enjoy the processes of assembling as a sort of 'play' without feeling a burden in the processes of assembling. Second, the fun in the aspect of awareness of furniture can be created by boldly introducing new technologies and materials from other industrials and this includes adding other functions than the intrinsic use of furniture such as containing things.

FUN의 개념을 접목한 공예품의 놀이효과 분석 및 효용성 평가 연구 - 실내장식소품 및 가구디자인을 중심으로 -

최기 ( Choi Ki ) 한국디자인트렌드학회 2014 한국디자인포럼 Vol.42 No.-

본 논문은 공예품에 FUN의 개념과 놀이의 기능이 적용될 경우 소비자에게 재미와 함께 구매 욕구를 불러일으킬 수 있다는 사실을 검증하는데 궁극적인 목적이 있다. 연구진은 우선 FUN 디자인의 개요를 조사하였으며, 놀이기능이 적용된 공예품의 특성을 분석하였다. 또한 FUN을 컨셉으로 한 제품의 사례를 선정하여 디자인 개요를 검토하였고, 놀이효과를 분석, 제품 선호도와의 연관성을 평가하였다. 마지막으로 FUN 의 개념이 접목된 가구의 감성적 효용성을 평가, 놀이기능이 공예품에 디자인 다양성을 확대시킬 수 있다는 사실을 검증하였다. 결과적으로 공예품에 FUN의 개념을 접목한 디자인은 제품의 다양성을 확보할 수 있으며, 특히 소비자에게 재미를 유발하여 긍정적인 평가를 획득할 수 있다는 사실을 확인하였다. 또한 향후 아동용 공예품이나 건강 기능성 가구디자인 개발에 적용이 가능하며, 이에 대한 구체적인 연구가 필요하다고 하겠다. The purpose of this study is to verify that handicraft can make customers fun and drive their purchasing desire if FUN concept and playing function are applied to it. First, research team examined an outline of FUN design and analyzed characteristics of handicrafts with playing functions. Second, design outline of FUN concept sample products is reviewed. Analyzing play effect, its correlation with product preference is evaluated as well. Lastly, the fact that playing function can expand diversity of handicraft design is verified by evaluating emotional effectiveness of FUN concept furniture. In conclusion, FUN concept handicraft design can secure product diversity and acquire positive evaluation from customers by making them fun. Moreover, FUN concept could be applied to children handicraft or health functional furniture design development in the future. Specific research on this will be needed.

'fun' 이미지텔링을 활용한 방송 콘텐츠 디자인 : 2012 총선 SBS TV 선거방송 사례 분석을 중심으로

이은숙 한국디지털디자인학회 2012 디지털디자인학연구 Vol.12 No.3

최근 선거방송은 단순히 뉴스 보도나 단조로운 통계 그래픽을 보여주는데서 탈피해서 참신한 기획과 창의적인 연출로 재미있는 선거방송을 보여주었고 그에 대한 시청자들의 후기는 재미에 대한 칭찬으로 이어졌다. 본 연구는 선거방송을 스토리텔링에 기반을 둔 콘텐츠 디자인 관점에서 파악하고 선거방송에서의 'fun' 이미지텔링 활용에 대한 분석을 통해 콘텐츠 디자인을 파악하는 것이다. 연구대상으로는 2012 SBS 총선 TV선거방송을 사례로 하였으며 연구 방법으로 시각적 fun과 내용적 fun, 동적 fun 등 세 개의 범주로 이미지텔링을 분석하였다. 분석 결과 시각적 fun은 후보자의 이미지를 중심으로 연상적, 유희적 fun 경험을 부여하는 캐릭터, 일러스트레이션을 통해 디자인 되었다. 내용적 fun은 '유머, 풍자, 호기심, 경쟁'의 내러티브 전개 하에 헤드라인을 통한 언어유희를 통해 디자인되었다. 동적 fun은 'CG모션, AR, VR, 비디오모션' 등 생생함을 주는 모션 효과를 통해 디자인되었다. 특히 시각적 fun과 내용적 fun은 공통적으로 '유머'를 통해 이미지텔링하고 있음을 알 수 있었다. 본 연구를 통해 딱딱하고 틀에 박힌 선거방송도 시각적, 내용적, 동적으로 'fun' 이미지텔링을 활용해서 시청자들이 몰입할 수 있고 재미를 느낄 수 있는 방송이 될 수 있음을 알 수 있었다. Recently, election broadcasting shows not only news or monotonous statistics but also shows impressive graphics and creative effects. And this leads viewers to praise about the fun broadcastings when they review. This study is based on the contents design of election broadcasting. The objects of the study are to identify the contents design and the representation on the 'fun' image-telling through the case analysis. For the framework of research methods, I categorized 'Fun' as 'Visual Fun', 'Narrative Fun' and 'Motional Fun'. The result of analysis is like this: 'Visual Fun' showed each candidate's fun avatar that imprinted on viewers' mind. And this kind of fun illustration was remindful and playful so viewers could easily remember who's who on the vote. 'Narrative Fun' showed humorous, satirical, curious, and competitive narratives in headlines. 'Motional Fun' presented dynamic effects using CG motion, AR, VR, and video motion which gave the broadcasting looked more vivid. Especially, both 'Visual Fun' and 'Narrative Fun' used the sense of 'humor' commonly for the image-telling. Through this study, I've found that election broadcasting programs can be interesting when they use 'fun' image-telling; Visual Fun, Narrative Fun, and Motional Fun. This can influence on audiences to become more absorbed in vote broadcasting programs feeling much more interest.

재미있는 작업환경이 병원 간호사의 직무만족 및 작업열의에 미치는 영향

안금식 ( Geum Sik Ahn ),류시원 ( Seewon Ryu ) 한국보건정보통계학회(구 한국보건통계학회) 2017 보건정보통계학회지 Vol.42 No.2

Objectives: Culture and climate of hospital would be an important factor on quality of services in these competitive healthcare industry. This study aimed to investigate the effects of workplace fun to job satisfaction and work engagement of hospital nurses. Methods: Data were collected by self-administered questionnaire from 3rd to 9th May, 2013. Respondents were 196 nurses working in four hospitals in Seoul and Gyeonggi-do province. Four dimensions pf workplance fun, such as The effects of workplace fun on job satisfaction and work engagement of nurses were tested through multiple linear regression analysis by controlling population and social variables. Results: Global fun at work and personal freedoms, dimensions of workplace fun, were significantly influenced to satisfaction with rewards of hospital nurses. Global fun at work and socializing with coworkers were significantly influenced to satisfaction with hospital nurses` coworkers and superiors. Global fun at work, personal freedoms, and socializing with coworkers were significantly influenced to work engagement of hospital nurses. Global fun at work was the most influential to organizational effectivieness among four dimensions of workplace fun. Conclusions: Workplace fun in general hospital revealed as effective factor to job satisfaction and work engagement of hospital nurses. Sub-factors of workplace fun should be used cautiously except global fun at work. We recommend to hospital managers to build fun culture and climate to nurses in general hospitals.

연출디자인에서 Fun에 관한 연구 -capricious와 trans 개념을 중심으로-

이혜문 ( Hae Moon Lee ),이진민 ( Jin Min Rhie ),장영순 ( Young Soon Jang ) 한국화예디자인학회 2010 한국화예디자인학 연구 Vol.22 No.-

본 연구는 최근 라이프스타일(lifestyle)의 의식향상으로 사람들의 욕구는 개성화, 다양화 되어서 빠르게 변화하고 있음을 보고, 이로 인하여 생활 속에서 일과 놀이가 함께 공존하는 다양한 라이프스타일이 나타나게된 경향을 바탕으로 하였다. 이 놀이가 공존하는 생활 중에 ‘Fun’은 감성을 자극하여 친밀함을 전해줄 요소로 여가시간이 증가한 현대사회에 등장하여 라이프스타일을 형성하게 된다. 이러한 ‘Fun’ 안에서 나타난 여러개념 중에 capricious와 trans로 분류하여 연출된 특성을 분석하고 차이를 인식하고 연구하였다. Fun이 적용되어 연출된 광고, 제품, 공간 디자인으로 범위를 제한하였고 잡기, 문헌, 논문, 인터넷 자료를 통한 분석으로 나타나는 감성적 접근이 요구된다. 감성의 차이를 보이는 Fun의 연출 속에서 capricious와 trans의 특징을 연구하였다. 첫째, capricious가 나타난 광고, 제품, 공간 디자인에서 연출된 Fun의 특징은 일반적인 일상 속에서 찾는다. 그 속의 한 요소를 변화시켜 익숙해진 의식 속에서 존재감은 새롭게 찾아진다. 이것이 상업적인 브랜드이미지(band image)와 메시지(message) 전달을 단시간에 자연스럽게 전달되어 기억하는 효과를 얻는다. 둘째, trans가 나타난 광고, 제품, 공간 디자인에서 연출된 Fun의 특징을 살펴보면 일반적으로 지식으로 알고 있는 물체나 인물 혹은 공간의 인식으로 그 역할이 바뀌는 방법으로 대치되거나 혼합되고 뒤바꾸어 어떤 시각적인 장식으로 연출되었다. 이렇듯 본 연구 개념의 사례를 통한 특징과 분류를 분석한 결과 ‘Fun`으로 연출된 디자인은 치밀하게 계획되어 설정된 환경 속에 접하는 이에게 감성을 자극시키는 것을 볼 수 있었다. capricious 혹은 trans와 같이 나눠진 방법을 보듯이 연출된 개념의 차이로 느껴지는 Fun의 감성이 달라진다. 이것으로 연출 설정에 있어 접근되는 감성의 컨셉(concept)을 좀더 효율적으로 나타나는 것이 보인다. Fun의 연출디자인은 실험정신이 필요로 하며 생각의 전환으로 다양한 시도를 통해 이루어진다. 따라서, 현재 국내 트렌드는 소수의 분야에서만 사용 되고 있어 앞으로의 다양한 분야에서도 ‘fun` 연출의 과감한 시도와 생각의 전환이 필요하다. This study aims, from looking at the fast changing of our improvement sense in lifestyle desire has been personalized and diversified. And so work and play has coexist in the lifestyle at the same time. To seek, in this background fun` element is divide to general idea which is capricious and trans. And from the two general idea, exposed distinctive difference of the study. Fun is applied in directing to many various field, in this study. It is limited to advertisement, product and space area, been analyzed in literature, treatise, articles and internet. With on this basis, satement will be appear by two general idea which is capricious and trans. First, looking at capricious, distinctive point of view in advertisement, product and space is shown in our usual daily life. And it is naturally absorb into you from coming in familiar form but different point of view, has provide emotions like surprising and amusement to give new vision. And in commercial, has provide an effectual brand image and a fast way of indirect for delivering message. Secondly, looking at trans, distinctive point of view in advertisement, product and space is shown in our usual knowledge of the subject or person or in space, has been recreated to another. And from the changing the part to another, provides the different common sense. As you can see this study has shown, from the Fun element applied in direct design, can be divided to capricious and trans to a different general idea and can provide a intimate emotion which is effective to delivering message. Fun element in direct design, is exposed with changing way of thinking and experiment mind. But in this internal field, not many Fun element has been applied in various direct design. Therefore, from this study hope to see more aggressive active Fun element in many direct design.

스낵류 패키지 디자인에 나타난 펀(Fun)의 시각적 표현 연구

박희명,이철 한국일러스트레이션학회 2022 일러스트레이션 포럼 Vol.23 No.71

The modern consumption tendency is changing from simple consumption to purchase necessary products to value-oriented consumption that provides psychological satisfaction. Value-oriented emotional consumption that fits one's taste and preference, especially in snacks, stimulates consumers' emotions with laughter and pleasure, adds value to products, and promotes consumption. This study analyzes the types of visual elements of package design targeting the top 12 snack products in the sense that fun has a role to deliver fun and laughter and has meaning as a marketing tool, and identifies the emotions expressed in the contents and methods of fun. Therefore, we tried to find a significant value. As a result of the analysis, in the fun snacks, there were many descriptive names that could easily identify the properties of the product, and the Gothic font was mainly used for the logo. Characters are a representative way to induce laughter, and there were many humorous expressions containing light laughter or fun. In addition, the sensitivity to novelty that had not been experienced or reinterpreted familiarity was highly evaluated. Fun expressed in snacks has different results depending on the method, but fun design is expected to be expressed in various product groups besides snacks in that laughter and fun create a positive effect and purchase reason for the product. 현대의 소비 성향은 필요한 제품을 구매하는 단순 소비에서 심리적 만족을 주는 가치 중심 소비로 변하고 있다. 자신의 취향과 기호에 맞는 가치 중심의 감성적 소비 현상은 특히, 스낵류에서 보여지는 Fun한 표현이 웃음과 즐거움으로 소비자의 감성을 자극하고 제품에 가치를 부여하며 소비를 촉진시키고 있다. 본 연구는 Fun이 재미와 웃음을 전달하는 역할과 마케팅 수단으로서 의미를 갖는다는 점에서 스낵류 매출 상위 12개 제품을 대상으로 패키지 디자인의 시각요소 유형을 분석하고 Fun의 내용 및 방법에서 나타나는 감성을 파악하여 유의미한 값을 찾고자 하였다. 분석 결과, Fun한 스낵류에서 네이밍은 제품의 속성을 쉽게 파악할 수 있는 서술형이 많았으며 로고는 고딕체가 주로 사용되었다. 캐릭터는 웃음을 유발시키는 대표적인 방법으로, 가벼운 웃음이나 재미를 담고 있는 해학적인 표현이 많았다. 또한 익숙함을 재해석하거나 경험하지 못했던 새로움에 대한 감성이 높게 평가되었다. 스낵류에서 표현되는 Fun은 방법에 따라 결과의 차이는 있으나 웃음과 재미가 제품에 긍정적인 효과와 구매 이유를 만든다는 점에서 Fun한 디자인이 스낵 외에도 다양한 제품군에서 표현되기를 기대한다.

교육대학교에서 펀 경험(Fun Experience)을 통한 발명교육 방안

김용익(Kim, Yong Ik) 한국실과교육학회 2017 한국실과교육학회지 Vol.30 No.1

이 연구는 교육대학교에서 많은 예비교사들이 발명교육 관련 과목을 선택하여 보다 즐겁고 재미있게 공부하고 연구하게하기 위해서는 이론적인 축적이 필요하다는 생각에서 시작되었다. 무엇보다도 예비교사가 즐거워하고 중요한 내용이라고 생각한다면 앞으로 우리나라 발명교육은 더욱 활성화될 수 있을 것으로 생각을 했고, 이를 위해서는 펀 경험의 이론적인 틀과 적용 가능성을 탐구할 필요가 있다. 발명교육이 스포츠, 게임, 영화 등에서처럼 학습자들이 펀하게 느낄 수는 없을까 하는 바람이 있었다. 펀 구성요소 관점에서 발명교육 내용표준을 분석해보았는데, 발명교육의 내용은 학습자들이 펀하게 학습할 수 있음이 확인되었다. 다시 말해, 실생활과의 관련성, 학습자 주도적인 학습, 호기심, 기대감 등의 내적 요소뿐만 아니라 통합교과, IT기반 환경, 참여, 팀워크, 격려와 피드 백, 표현도구, 실제적 환경 등의 외적 요소를 충족시키고 있었다. 발명교육을 펀 경험과 접목 시키기 위한 적절한 연구였다고 판단된다. 펀 경험에 기초하여 교육대학교 발명교육 방안으로는 펀(Fun), 범교과적 통합성(Unification), 발표(Notification) 기회 부여, 팀워크(Teamwork), 불완전한(Half-baked) 성격의 과제, 격려와 피드 백(Encouragement & Feedback), 주인 의식(Owner sprit), 여유 있는(Relaxed) 활동 지향적 경험, 강한 열망(Yearning)을 제시하였다. 교육대학교에서도 교육수요자 중심으로 패러다임을 바꾸고, 그 대안으로 펀한 발명교육이 이루어지도록 해야 할 것이다. 추후에는 펀한 발명교육 수업 모형, 타과목과의 융합된 과목, 펀한 발명수업 사례를 발굴하고 그 효과를 검증하기 위한 연구도 이루어져야 할 것이다. This research began with a realistic problem that many pre-service teachers at the national university of education could choose the subject of invention education, study and research more fun. First of all, if the pre-service teacher is pleased and thinks that it is important contents, it is thought that the invention education of our country will be more resilient. There was a desire that learners receiving inventive education should have fun as in sports, games, and movies. From the perspective of fun elements, I analyzed the content standard of invention education, and it was confirmed that the content of invention education was enough for learners to learn happily. In other words, they met external factors such as integrated subject, IT-based environment, participation, teamwork, encouragement and feedback, expression tools, and practical environment as well as internal factors such as relevance to real life, learner-led learning, curiosity and expectation. It is thought that it was appropriate study to combine invention education with fun experience. Based on the fun experience, I named it Fun experience as a way to educate pre-service teachers. In other words, as a plan of invention education, Fun, Unification, Notification opportunity, Teamwork, Half-baked problems, Encouragement & Feedback, Owner sprit, Relaxed activity-oriented experience, and stronger Yearning. In national university of education, the paradigm should be changed in the direction of education demanders, and education of fun inventions should be made as an alternative. It is necessary to study for the purpose of discovering the fictional invention education class model, the fusion course with other subjects, and the example of the funny invention class and to verify the effect.

소비자 관점에서 쇼핑 펀의 부정적 결과에 관한 고찰: 불필요 구매를 중심으로

황인석 ( In Suk Hwang ) 한국소비자학회 2010 소비자학연구 Vol.21 No.4

기존 연구들이 주로 쇼핑행위가 유발하는 긍정적 결과를 다룬 것에 비해, 본 연구는 소비자 관점에서 쇼핑행위가 유발하는 부정적 결과에 초점을 맞추고 있다. 구체적으로 본 연구는 부정적 결과를 불필요 구매로 간주하여 쇼핑 시간, 쇼핑중독, 사전 구매계획 행동 등을 매개로 쇼핑 펀이 불필요 구매에 미치는 영향을 구조적으로 고찰하고 있다. 가설 검정을 위한 설문조사에는 서울시에 거주하는 20-55세 사이의 190명이 참여하였다. 연구결과 쇼핑 펀의 지각은 쇼핑시간의 양에 긍정적인 영향을 미치며, 쇼핑시간의 양은 불필요 구매에 긍정적인 영향을 미치는 것으로 나타났다. 또한 쇼핑 펀의 지각은 쇼핑중독에 긍정적인 영향을 미치며, 쇼핑중독은 다시 쇼핑 시간의 양에 긍정적인 영향을 미침으로써 결국 불필요 구매에 영향을 미치는 것으로 나타났다. 한편 쇼핑중독은 사전 구매계획 행동에 부정적인 영향을 미침으로써 불필요 구매를 유발하는 것으로 나타났다. 이러한 일련의 결과들은 쇼핑행위로부터 발생하는 긍정적 가치가 경우에 따라서는 부정적 결과를 도출할 수 있음을 시사하고 있다. Past research has suggested that the hedonic value from shopping has a positive effect on shopping satisfaction, store satisfaction, quality evaluation and revisit intention respectively (e.g., Babin et al. 1994: Carpenter 2008). But, this study assumes that the value doesn`t always create positive consequences. In some cases, negative consequences can result from the value. Based on the assumption, this study explores effects of shopping fun considered as one of the hedonic value from shopping on the unnecessary purchase, especially from a consumer perspective. Here, the unnecessary purchase is defined as the action to buy products not positively necessary or to buy necessary products beyond what`s needed. The study only considers an offline situation. This is because of two reasons. First, old consumers are expected to have few opportunities to purchase products online because they are not accustomed to the Internet environment. Second, consumers have difficulty in enjoying enough fun from the online shopping because they can not touch, wear, or taste products and can not feel the atmosphere of the store which consists of light, fragrance, music and so on, compared to the offline shopping. Therefore, the study excludes the case of the online shopping. To accomplish the purpose of the research, this study uses the structural equation model including the constructs such as the amount of shopping time, shopping addiction, and advance purchase-planning behavior as well as the shopping fun and the unnecessary purchase. This study defines the shopping addiction as the personal tendency to pursue intentionally the relief of negative emotions or the acquisition of positive emotions by shopping although earlier works have focused only the relief dimension. The advance purchase-planning behavior is considered in the study as the behavior to plan what to purchase and where to purchase products or brands before the actual shopping. Based on past literature, a total of six hypotheses are addressed in the study. Concretely, Hi and P12 predict that the perceived fun from shopping would have a positive effect on the amount of the shopping time which in turn enhance the unnecessary purchase. These hypotheses stem from the opponent process theory and the shaping theory(Mowen and Minor 2001). In terms of the relationship among the shopping fun, the shopping addiction, and the amount of the shopping time, H3 and H4 expect that the perceived fun from shopping would have an indirect positive effect on the amount of the shopping time, which is mediated by the shopping addiction. As a route from the shopping addiction to the unnecessary purchase, H5 and H6 suggest that the shopping addiction would decrease the advance purchase-planning behavior which in turn cause the unnecessary purchase. The survey research was conducted to test the hypotheses on the last week in July, 2010. A total of one hundred and ninety respondents living in Seoul were interviewed by ten well-trained surveyors. The sample population was 40 percent male and included members in the age groups 20s, 30s, and 40·50s. The proportion in their 20s was approximately 40 and those in their 30s and 40·50s comprised approximately 30 percent respectively. The mean age of the sample was 34.1. Each construct in the study was measured by three seven-point scale items. An exploratory factor analysis of all items yielded five factors using the criteria of the eigenvalue of .9, with each factor explaining from 6.51 to 29.03 percent of the variance. Each item had a factor loading above .40. The α-value of each construct was between .70 and .84. The factor analysis and the α-values provided the evidence of construct validity. All multi-item scales were averaged for further analysis. That is, each exogenous and endogenous construct in research model was represented by a single indicator using the averaged scale. The proposed model was tested by using the AMOS program. As a result, it was shown that all fit indices indicated a reasonably fit of the proposed model (χ2=6.51 (df: 4, p>.05), GFI=.91, AGFI=.88, NFI=.90. CFI=.90. RMR=.08). Tests of the hypotheses were conducted by a maximum-likelihood estimation procedure using the same program. Results show that the perceived shopping fun has a positive effect on the amount of the shopping time which in turn enhances the unnecessary purchase(path coefficient: .47, t=5.20, p<.001: path coefficient: .33, t=5.57, p<.001, respectively). Also, the fun contributes positively to the shopping addiction which has positive influence subsequently on the amount of the shopping time(path coefficient: .12. t=2.04, p<.05: path coefficient: .38, t=4.72. p<.001. respectively). It is also found that the shopping addiction decreases on the advance purchase-planning behavior which has in turn a negative effect on the unnecessary purchase (path coefficient: -.14, t=2.10, p<.05: path coefficient: -.31, t=4,82, p<.001, respectively). In addition, the female consumers are shown in the study to perceive the shopping fun higher than the male and the age has a negative relationship with the perception of the shopping fun. From a theoretical or a practical perspective, there are some implications in the study. First, the study suggests, on a consumer level, that the shopping fun can cause the unnecessary purchase by the increasing the shopping time or the decreasing the behavior of purchase planning before actual shopping. There is quite a possibility that the same would be applied to playing a game or drinking for the fun. Considering past works have focused only on the positive consequences from the shopping fun, we can find a differentiated contribution from the finding. Second, as for companies, they have to bear in mind that strategically fostering shopping fun would not be always positive. Companies would be confronted with an unexpected resistance of consumer groups such as their criticism for destroying a healthy consumption culture or even no-buy campaign if a bond of sympathy about the relationship between shopping fun and unnecessary purchase developed among people. Third, this study implicates that companies have to pay special attention to CSR(Corporate Social Responsibility) because, in some cases, the shopping fun promoted by them does harm to consumers` purchase activities as suggested. This study has limitations in several ways. First, the results are on the basis of data from a general shopping situation. For the validity of them, further research should test the hypotheses under a specific situation such as department stores, discount stores, or convenience stores. Second, as a measure of the amount of shopping time, this study used self-report time. For the generation of results, applying absolute shopping time to the research model is needed in further research. Third, our sample was limited to one population group such as consumers in Seoul, which also lower the generality of the study`s results. Therefore, future research is necessary to explore negative consequences from the shopping fun by including other population groups and get the confirming results. In spite of the limitations, the findings in the study are expected to contribute to the existing theory and marketing practices.

온라인 게임 플레이의 재미 평가 모델에 관한 연구

윤형섭(Yoon, Hyungsup) 인문콘텐츠학회 2011 인문콘텐츠 Vol.0 No.22

게임 산업에서 ‘재미’는 가장 중요한 창작 트렌드인 동시에 흥행과 성공을 보증하는 핵심 수단이다. 특히 온라인 게임은 사회적 상호작용과 집단 경쟁 등 스탠드 얼론(stand alone: 컴퓨터와 1:1로 하는) 게임에서는 느낄 수 없는 새로운 재미를 제공하고 있다. 그러나 온라인 게임에서 가장 핵심적 주제인 재미에 대한 연구는 휴리스틱한(heuristic) 연구에 머물고 있다. 본 연구는 게임플레이의 재미에 대한 과학적인 평가를 위해 게임 플레이의 재미 평가 모델을 제시하고, 그 유용성을 검증하는 데 목적이 있다. 본 연구는 동기이론, 몰입(Flow) 이론, 기존의 문헌연구와 설문조사를 통하여 온라인 게임의 핵심적인 재미 요소를 도출하였다. 도출된 20여 개의 요인들을 매트릭스 분석을 통해 범주화하고, Ermi & Mayra(2005)의 게임플레이 경험 모델에 통합하였다. 다양하고 정성적인 평가기준을 체계화하기 위해 AHP(Analytical Hierarchy Process: 계층분석법)에 입각하여 감각적 재미, 도전적 재미, 상상적 재미, 사회적 상호작용이라는 계층을 구축하고, 게임업계 전문가들의 검토와 중요도 평가를 통해 온라인 게임 플레이의 재미 평가 모델을 제안하였다. 제안된 모델에 의해 구성된 설문문항을 3개 MMORPG(Massively Multiplayer Online Role Playing Game: 다중접속역할수행게임)를 즐기고 있는 이용자 87명을 대상으로 평가한 결과, 와우(WOW), 아이온(Aion), 리니지2(Lineage 2) 순으로 각각 75.2점, 68.6점, 62.2점이 나왔다. 이러한 평가 결과는 현재 MMORPG 중에서 가장 높은 시장점유율과 매출 실적이 좋은 WOW가 가장 재미있고, 그 다음으로 Aion과 Lineage2 순으로 현재의 시장점유율과 매출실적과도 일치하고 있어서, 본 연구에서 제안된 온라인 게임 플레이의 재미 평가 모델의 유효성을 검증하였다. 본 연구의 결과는 가장 재미있는 게임의 선정뿐만 아니라 각 게임의 재미 요소별 강약점을 분석하여, 왜 어떤 게임은 성공적이며, 다른 게임들은 그렇지 않은가에 대한 이해를 제공할 수 있다. 궁극적으로는 게임 산업계에서 보다 재미있는 온라인 게임을 디자인하고 평가하는 데 도움을 줄 것이다. Although the fun of game player experience is core themes in computer game studies, there are few papers on the fun of gameplay. This paper suggests a evaluation model of fun in MMORPGs and to prove its validity. Suggested model is capable of covering more of dimensional complexity and dynamics of fun experience in online gameplay than existing theories do. Although there are many heuristics in the literature, based on elements such as the game interface, mechanics, gameplay, and narrative, there is currently no accepted as a evaluation model of player’s fun in online games. There is a need to integrated these heuristics into a validated model that can be used to evaluate, understand and design fun in online gameplay. In this paper, I have structured the various heuirstics into a evaluation model of fun that can evaluate the degree of fun in online gameplay focused on MMORPGs. Flow and motivation theories and a survey of online game players’ experiences were integrated into this structure that, I found, encompass the various heuristics from the literature. I found over 20 key factors on the fun of gameplay and grouped and analysed the key factors by corelation. And then I suggested a hierarchical evaluation model of fun in MMORPGs based on AHP(Analytical Process). AHP developed by Saaty in 1980, could be used to aid in the prioritization process if there are many qualitative criteria, and enables to prioritize by pairwise comparison. In this process I got advice from over 10 experts who are over than ten years experience in game industry. They reviewed the model and carried out the pairwise comparisons. And I applied the weight values for the proposed model which consists of four dimensions sensory, challenged- based, imaginative, and social interactive. Each dimensions includes a set of criteria for achieving fun in playing MMORPGs. And I got a scores of evaluation of fun on three MMORPGs by questionnaire based on proposed model from 87 persons who are enjoying WOW, Lineage2 and Aion. The result was a useful and validated model as an evaluation tool of fun in MMORPGs, and not only gives deeper understanding of fun but also the identification of the strengths and weaknesses of the main factors in playing MMORPGs. And this model was able to successfully distinguish between the high-rated and low-rated MMORPGs and identify why one succeeded and the other less succeeded. I concluded that the proposed evaluation model of fun in MMORPGs can be used in which is best MMORPGs in fun, so will be contributed in developing online games which have more fun. Further work will provide tools for designing and evaluating fun in other genre’s online games.