DOI QR코드

DOI QR Code

Effects of Online Game Users' Need for Affect and Social Norms on their Attitude and Flow Experience

온라인 게임 이용자의 감정욕구와 사회규범 인식이 게임에 대한 태도 및 몰입에 미치는 영향

  • Kang, Naewon (School of Communication, Dankook University)
  • 강내원 (단국대학교 커뮤니케이션학부)
  • Received : 2020.07.15
  • Accepted : 2020.08.11
  • Published : 2020.08.20

Abstract

The study took online game users' need for affect (approach/avoidance) and social norms (subjective/descriptive) into account and examined how these variables affected their attitude (utilitarian/hedonic) toward online games and their flow experience. Results from the hierarchical multiple regression analysis showed that, game users' approach affect and subjective norm had significant impacts on their utilitarian attitude, while their approach/avoidance affect and subjective norm had on their hedonic attitude toward onine games. Plus, the avoidance affect, subjective norm, and utilitarian/hedonic attitudes of game users had significant impacts on their flow experience.

본 연구는 게임 이용자의 감정욕구(접근적/회피적)와 사회연결망 속에서 생성되는 사회규범(주관적/기술적 규범)에 대한 인식에 주목하면서, 이들이 게임에 대한 태도(유용적/쾌락적)와 게임 몰입에 미치는 영향을 살펴보았다. 위계적 다중회귀분석을 활용한 분석 결과, 게임 이용자의 게임에 대한 유용적 태도에 미치는 영향은 접근적 감정욕구와 주관적 규범이었으며, 게임에 대한 쾌락적 태도에 미치는 영향은 접근적 감정욕구, 회피적 감정욕구, 주관적 규범이었다. 또한 게임에 대한 몰입 정도를 예측함에 있어서는 게임 이용자의 회피적 감정욕구, 주관적 규범, 게임에 대한 유용적 태도, 쾌락적 태도가 유의미한 것으로 나타났다.

Keywords

References

  1. Korea Creative Content Agency, "2019 Factual Survey on Game Users", KOCCA 19-16, 2019.
  2. J. Chumbley, & M. Griffiths, "Affect and the computer game player: the effect of gender, personality, and game reinforcement structure on affective responses to computer gameplay", CyberPsychology & Behavior, Vol. 9, No. 3, pp. 308-316, 2006. https://doi.org/10.1089/cpb.2006.9.308
  3. G. Yoon, B. R. Duff, & S. Ryu, "Gamers just want to have fun? Toward an understanding of the online game acceptance", Journal of Applied Social Psychology, Vol. 43, No. 9, pp. 1814-1826, 2013. https://doi.org/10.1111/jasp.12133
  4. D. S. Zhu, T. C. T. Lin, & Y. C. Hsu, "Using the technology acceptance model to evaluate user attitude and intention of use for online games", Total Quality Management & Business Excellence, Vol. 23, No. 7-8, pp. 965-980, 2012. https://doi.org/10.1080/14783363.2012.704269
  5. R. Batra, & O. T. Ahtola, "Measuring the hedonic and utilitarian sources of consumer attitudes", Marketing Letters, Vol. 2, No. 2, pp. 159-170, 1991. https://doi.org/10.1007/BF00436035
  6. K. Kim, B. Yoo, & R. J. Kauffman, "Valuation of Participation in Social Gaming", International Journal of Electronic Commerce, Vol. 18, No. 2, pp. 11-50, 2013.
  7. Y. T. Chiang, S. S. Lin, C. Y. Cheng, & E. Z. F. Liu, "Exploring Online Game Players' Flow Experiences and Positive Affect", Turkish Online Journal of Educational Technology -TOJET, Vol. 10, No. 1, pp. 106-114, 2011.
  8. J. Kneer, M. Elson, & F. Knapp, "Fight fire with rainbows: The effects of displayed violence, difficulty, and performance in digital games on affect, aggression, and physiological arousal", Computers in Human Behavior, Vol. 54, pp. 142-148, 2016. https://doi.org/10.1016/j.chb.2015.07.034
  9. I. Knez, & S. Niedenthal, "Lighting in digital game worlds: Effects on affect and play performance", CyberPsychology & Behavior, Vol. 11, No. 2, pp. 129-137, 2008. https://doi.org/10.1089/cpb.2007.0006
  10. A. Landowska, & M. R. Wrobel, "Affective reactions to playing digital games", in 2015 8th International Conference on Human System Interaction(HSI) (pp. 264-270), IEEE, 2015, June.
  11. G. R. Maio, & V. M. Esses, "The need for affect: Individual differences in the motivation to approach or avoid emotions", Journal of Personality, Vol. 69, No. 4, pp. 583-614, 2001. https://doi.org/10.1111/1467-6494.694156
  12. C. L. Hsu, & H. P. Lu, "Consumer behavior in online game communities: A motivational factor perspective", Computers in Human Behavior, Vol. 23, No. 3, pp. 1642-1659, 2007. https://doi.org/10.1016/j.chb.2005.09.001
  13. J. Bae, & M. S. Kim, "The influence of social norm and critical mass on online game user's word of mouth. The Journal of the Korea Contents Association, Vol. 14, No. 4, pp. 355-367, 2014. https://doi.org/10.5392/JKCA.2014.14.04.355
  14. Y. Jang, "Effects of subjective norm of game use on game over-indulgence among adolescents", Journal of Korea Game Society, Vol. 16, No. 4, pp. 7-14, 2016. https://doi.org/10.7583/JKGS.2016.16.4.7
  15. The Korean Psychological Association, "Dictionary of terms in psychology", Available at: https://www.koreanpsychology.or.kr/psychology/glossary.asp
  16. C. S. Lee, "Dictionary of social welfare", Hyemin Books, 2013.
  17. H. S. Choi, "All human affect", Seohaemunjib, 2011.
  18. A. S. Reber, "The Penguin dictionary of psychology", Penguin Press, 1995.
  19. J. A. Russell, "Core affect and the psychological construction of emotion", Psychological Review, Vol. 110, No. 1, pp. 145-172, 2003. https://doi.org/10.1037/0033-295X.110.1.145
  20. I. Ajzen, "Residual effects of past on later behavior: habituation and reasoned action perspective", Personality and Social Psychology Review, Vol. 6 No. 2, pp. 107-122, 2002. https://doi.org/10.1207/S15327957PSPR0602_02
  21. N. Park, H. S. Oh, & N. Kang, "Effects of ego involvement and social norms on individuals' uploading intention on Wikipedia: A comparative study between the United States and South Korea", Journal of the Association for Information Science and Technology, Vol. 66, No. 7, pp. 1494-1506, 2015. https://doi.org/10.1002/asi.23262
  22. T. Dinev, J. Goo, Q. Hu, & K. Nam, "User behaviour towards protective information technologies: the role of national cultural differences", Information Systems Journal, Vol. 19, No. 4, pp. 391-412, 2009. https://doi.org/10.1111/j.1365-2575.2007.00289.x
  23. M. K. Lapinski, & R. N. Rimal, "An explication of social norms", Communication Theory, Vol. 15 No. 2, pp. 127-147, 2005. https://doi.org/10.1093/ct/15.2.127
  24. N. Park, Y. Jung, & K. M. Lee, "Intention to upload video content on the internet: The role of social norms and ego-involvement", Computers in Human Behavior, Vol. 27, No. 5, pp. 1996-2004, 2011. https://doi.org/10.1016/j.chb.2011.05.006
  25. H. S. Park, & S. W. Smith, "Distinctiveness and influence of subjective norms, personal descriptive and injunctive norms, and societal descriptive and injunctive norms on behavioral intent: a case of two behaviors and critical to organ donation", Human Communication Research, Vol. 33 No. 2, pp. 194-218, 2007.
  26. H. S. Park, K. A. Klein, S. Smith, & D. Martell, "Separating subjective norms, university descriptive and injunctive norms, and US descriptive and injunctive norms for drinking behavior intentions", Health Communication, Vol. 24, No. 8, pp. 746-751, 2009. https://doi.org/10.1080/10410230903265912
  27. N. Park, N. Kang, & H. S. Oh, "Examining intention of digital piracy: an integration of social norms and ethical ideologies", Journal of Information, Communication and Ethics in Society, Vol. 16, No. 2, pp. 157-172, 2018. https://doi.org/10.1108/JICES-11-2016-0043
  28. M. Csikszentmihalyi, "Flow: The psychology of optimal performance", NY: Cambridge University Press, 1990.
  29. H. B. Kim, & Y. I. Park, "Effect of Mobile Game Use Amount on the Satisfaction Level and Game Commitment(flow)", Journal of Korea Game Society, Vol. 15, No. 3, pp. 31-40, 2015. https://doi.org/10.7583/JKGS.2015.15.3.31