Journal of the Korean Operations Research and Management Science Society (한국경영과학회지)

The Korean Operations Research and Management Science Society (한국경영과학회)
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An Exploratory Investigation Of Player Loyalty To Online Games

온라인게임 충성도에 미치는 영향요인에 관한 연구

  • 조남재 (한양대학교 경영학부) ;
  • 백승익 (한양대학교 경영학부) ;
  • 류경문 (삼정데이터서비스(주) 기획실)
  • Published : 2001.06.01
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Abstract

Online games have become the focus of entertainment and multimedia industries as the developments in computer technologies are accelerated and the use of the Internet diffuses broadly. In spite of such growth of online games, academic discussions regarding online games are relatively limited. This research examines several factors that affect player loyalty to online games. In this research, the loyalty is classified into two categories, the behavioral loyalty measured by the intensity, volume, and frequency of use, and the cognitive loyalty measured by the degree of immersion in online games. In this research, an integrated model to explain and predict player loyalty to online games in proposed. Two studies are conducted to test to research model. Throughout analyzing 334 respondents, the first study finds that the impulsive personality of individual players significantly affects both behavioral loyalty and cognitive loyalty. Additionally, it finds that, whereas the behavioral loyalty is influenced by the convenience of online game playing, the cognitive loyalty is influenced by the motive of game playing and the playfulness of games. The second study finds that the behavioral loyalty differs across demographic differences of players (age and occupation), preferred online games of players, and online game playing locations, but the cognitive loyalty differs across only age differences of players. This research has opened a forum for social awareness about the online game culture, provided information to guide online game producers to prepare customer-oriented online games, and created a foundation for academic research on online game industry.

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