Journal of Korea Game Society (한국게임학회 논문지)

Korea Game Society (한국게임학회)
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A Study on the Marketing Performance of Self-character Identification and Relation Internalization in MMOPRPGs

MMORPG의 자아-캐릭터 동일시와 관계 내재화가 마케팅 성과에 미치는 영향

  • Lee, Yongkuk (Dept. of Global Business Management, Sangmyung University) ;
  • Hong, Seongtae (Dept. of Global Business Management, Sangmyung University) ;
  • Lee, Won-jun (Business Department, Cheongju University)
  • 이용국 (상명대학교 글로벌경영학과) ;
  • 홍성태 (상명대학교 글로벌경영학과) ;
  • 이원준 (청주대학교 경영학과)
  • Received : 2021.02.16
  • Accepted : 2021.04.11
  • Published : 2021.04.20
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Abstract

MMORPG game is an industry that is growing fast through COVID-19. This study confirmed the factors that influence the self-character identification and social relation internalization of MMORPG games and identified the factors that affect the intention to purchase items and the intention to continue play. According to the PLS analysis, the influence of the character characteristics and social characteristics of MMORPG on self-character identification and game commitment was significantly confirmed. In addition, the relationships between these mediating variables and user behavior were tested. The results of this study suggested the importance of researching MMORPGs' game characters and could be used to improve the competitiveness of MMORPG game companies.

MMORPG 게임은 COVID-19 사태를 통하여 더욱 빠르게 성장하고 있는 산업이다. 이에 본 연구는 MMORPG 게임의 자아-캐릭터 동일시와 사회적 관계의 내재화에 미치는 영향 요인을 확인하고, 이를 통하여 게임 아이템 유료 구매와 게임 지속의도의 마케팅 성과에 미치는 영향을 확인하였다. 자아동일시와 내재화는 게임 몰입에 영향을 미치는 핵심 요인으로 알려져 있다. PLS 분석 결과에 따르면, MMORPG의 캐릭터 특성과 사회적 특성이 자아-캐릭터 동일시와 관계 내재화에 미치는 영향은 유의하게 확인되었다. 또한 이들 변수들을 매개로 게임 기업의 마케팅 성과에 미치는 긍정적인 영향을 확인하였다. 본 연구의 결과는 향후 MMORPG 캐릭터 연구의 중요성을 제시하였으며, MMORPG 게임 기업의 경쟁력 향상에 활용될 수 있을 것이다.

Keywords

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