Advanced SearchSearch Tips
An Empirical Study of Game Money and Cash Money Consumption: Evidence from Online Games
facebook(new window)  Pirnt(new window) E-mail(new window) Excel Download
 Title & Authors
An Empirical Study of Game Money and Cash Money Consumption: Evidence from Online Games
Jo, Wooyong; Choi, Jeonghye;
  PDF(new window)
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.
Game Money;Cash Money;Game Experience;Achievement;Bivariate Multiple Regression;
 Cited by
T. C. Brock, Implications of commodity theory for value change, Psychological Foundations of Attitudes, 1968.

B. A. Carroll and A. C. Ahuvia, "Some antecedents and outcomes of brand love," Marketing Letters, Vol.17, No.2, pp.79-89, 2006. crossref(new window)

T. Chou and C. Ting, "The role of flow experience in cyber-game addiction," CyberPsychology & Behavior, Vol.6, No.6, pp.663-675, 2003. crossref(new window)

M. S. El-Nasr, A. Drachen, and A. Canossa, Game analytics: Maximizing the value of player data, Springer Science & Business Media, 2013.

J. Hamari, "Why do people buy virtual goods? Attitude toward virtual good purchases versus game enjoyment," International Journal of Information Management, Vol.35, No.3, pp.299-308, 2015. crossref(new window)

C. Heeter, Y. Lee, B. Medler, and B. Magerko, "Beyond player types: gaming achievement goal," Proceedings of the 2011 ACM SIGGRAPH Symposium on Video Games, pp.43-48, 2011.

J. J. Inman, L. McAlister, and W. D. Hoyer, "Promotion signal: proxy for a price cut?," Journal of Consumer Research, Vol.17, No.1, pp.74-81, 1990. crossref(new window)

D. J. Kuss, J. Louws, and R. W. Wiers, "Online gaming addiction? Motives predict addictive play behavior in massively multiplayer online role-playing games," Cyberpsychology, Behavior, and Social Networking, Vol.15, No.9, pp.480-485, 2012. crossref(new window)

H. Lin and C. Sun, "Cash trade in free-to-play online games," Games and Culture, 2010.

M. Lynn, "Scarcity effects on value: A quantitative review of the commodity theory literature," Psychology & Marketing, Vol.8, No.1, pp.43-57, 1991. crossref(new window)

M. Mantymaki and J. Salo, "Teenagers in social virtual worlds: Continuous use and purchasing behavior in Habbo Hotel," Computers in Human Behavior, Vol.27, No.6, pp.2088-2097, 2011. crossref(new window)

H. J. Schau and M. C. Gilly, "We are what we post? Self-presentation in personal web space," Journal of Consumer Research, Vol.30, No.3, pp.385-404, 2003. crossref(new window)

T. Sinai and J. Waldfogel, "Geography and the Internet: Is the Internet a Substitute or a Complement for Cities?," Journal of Urban Economics, Vol.56, No.1, pp.1-24, 2004. crossref(new window)

Susan Fournier, "Consumers and Their Brands: Developing Relationship Theory in Consumer Research," Journal of Consumer Research, Vol.24, No.4, pp.343-353, 1998. crossref(new window)

C. Teng, S. Lo, and Y. Li, "How Can Achievement Induce Loyalty? A Combination of the Goal-Setting Theory and Flow Theory Perspectives," Service Science, Vol.4, No.3, pp.183-194, 2012. crossref(new window)

T. M. Verhallen, "Scarcity and consumer choice behavior," Journal of Economic Psychology, Vol.2, No.4, pp.299-322, 1982. crossref(new window)

J. P. Wayland, L. D. Simpson, and B. E. Kemmerer, "Rural retailing: Understanding the multi-channel outshopper," Proceedings of the Annual Meeting of the ASSOCIATION OF COLLEGIATE MARKETING EDUCATORS, 2003.

N. Yee, "Motivations for play in online games," CyberPsychology & Behavior, Vol.9, No.6, pp.772-775, 2006. crossref(new window)

N. Yee, "The Proteus Effect: Behavioral Modification via Transformations of Digital Self-representation," Dissertation Stanford University, 2007.

E. Yoh, M. L. Damhorst, S. Sapp, and R. Laczniak, "Consumer adoption of the Internet: The case of apparel shopping," Psychology & Marketing, Vol.20, No.12, pp.1095-1118, 2003. crossref(new window)

김정란, 유태순, "패션제품의 상징적 소비성향에 따른 브랜드 애착과 브랜드 충성도와의 관계," 한국의류산업학회지 제10권, 제4호, pp.499-505, 2008.

김종희, "GRDP (지역내 총생산) 추정을 통한 지역 간 경제력 격차 분석," 지방행정연구, 제24권, 제1호, pp.207-235, 2010.

김진규, "국내 게임의 글로벌 비즈니스 성공요인 분석," 글로벌문화콘텐츠, 제6호, pp.7-40, 2011.

민동현, 오규환, "모바일 소셜 네트워크 게임의 부분 유료화 모델 연구," 한국컴퓨터게임학회논문지, 제25권, 제4호, pp.169-179, 2012.

박과영, 김갑성, "소득대비 지출 비교를 통한 지역격차 분석," 지역연구, 제27권, 제1호, pp.37-50, 2011.

박영표, 오규환, 김건수, 민동현, 박성배, "소셜게임에서의 유저 시나리오 특성화," 한국컴퓨터게임학회논문지, 제26권, 제1호, pp.47-59, 2013.

박완규, "지방자치단체의 경제력 격차에 대한 분석-GRDP 대리변수를 이용하여," 지역연구, 제26권, 제4호, pp.75-101, 2010.

배정호, 김문섭, "사회규범과 크리티컬 매스가 온라인 게임 이용자의 구전의도에 미치는 영향에 관한 연구," 한국콘텐츠학회논문지, 제14권, 제4호, pp.355-367, 2014.

변성원, 백규태, 원성기, "인터넷 환경에서 Geo-Targeting 및 응용 서비스의 구현," 한국정보과학회 2006 한국컴퓨터종합학술대회 논문집(d), pp.22-24, 2006.

손정민, 조우용, 최정혜, "온라인 게임의 고객 유형 별 이탈 요인: 신규 고객과 기존 고객을 중심으로," 한국경영과학회지, 제39권, 제4호, 2014.

신정엽, "온라인게임의 게임통화 관리모델 연구," 한국게임학회논문지, 제13권, 제5호, pp.5-18, 2013.

유창석, 정재기, "경제학 관점에서 부분유료화 게임 비즈니스 모델 분석 및 사례 연구," 한국콘텐츠학회논문지, 제14권, 제11호, pp.883-892, 2014.

이상철, 김남희, 서영호, "온라인 게임에 있어서 몰입과 중독이 사용자 만족과 충성도에 미치는 영향," 경영학연구, Vol.32, No.5, pp.1479-1501, 2003.

장수민, 조용준, 곽재정, 유재수, 유관희, "온라인 게임을 이용한 간접광고시스템 설계," 한국콘텐츠학회논문지, 제8권, 제1호, pp.348-355, 2008.

정윤수, "게임 사용자의 효율적인 게임 지불 방법에 대한 연구," 한국콘텐츠학회 2012 춘계종합학술대회, pp.265-266, 2012.

조민정, 변성원, "IP 주소를 이용한 지역위치정보검색 시스템," 한국정보과학회 2006 한국컴퓨터종합학술대회 논문집 (a), pp.397-399, 2006.

최설매, 최규환, "쇼핑관광객의 감성적 소비성향이 브랜드 애착 및 브랜드 애호도에 미치는 영향," 산업혁신연구, 제27권, 제2호, pp.197-219, 2010.

한국콘텐츠진흥원, 2014 대한민국 게임백서, 2014.

한영미, "복제품 구매의도에 미치는 영향요인에 관한 연구" 순천향대학교 대학원, 박사학위논문, 2009.