몰입에 영향을 미치는 내적보상과 외적보상

국문 초록 (Abstract)

최근 많은 사람들이 온라인 게임을 즐김에 따라 플레이어의 온라인 게임 이용 시간을 늘리기 위해 새로운 형태의 다양한 게임을 시장에 출시하고 있다. 하지만 왜 플레이어가 온라인 게임을 지속적으로 플레이하는지에 대한 연구는 그렇게 많지 않다. 본 연구는 플레이어의 온라인 게임 이용 시간의 주요한 요인이 되는 즐거운 경험의 이유를 분석하고자 한다. 이를 위해 본 연구에서는 몰입의 경험과 고객충성도간의 관계를 기초로 몰입을 증가시키기 위한 내적, 외적 보상의 종류에 대해 분석하였다. 먼저 Personal Interaction을 통해 플레이어가 얻고자 하는 외적 보상은 문제해결에 따른 보상의 형평성이며, 이를 통해 플레이어는 현재 자신이 목표성취를 잘 하고 있다고 느끼는 인지적 성과를 높게 경험하는 것으로 분석되었다. 두 번째, Social Interaction을 통해 플레이어는 타 플레이어로부터 긍정적인 평가를 받기를 원하며, 이를 통해 자아존중감이 높아지는 것으로 분석되었다. 결국 인지적 성과와 자아존중감은 온라인 게임을 통해 플레이어에게 몰입을 경험하게 만드는 주요한 요인이며, 이를 통해 게임을 계속 이용하겠다는 고객 충성도가 높아진다는 것을 알 수 있었다.

다국어 초록 (Multilingual Abstract)

As people increasingly play online games, numerous new features have been proposed to increase players' log-on time at online gaming sites. However, few studies have investigated why people continue to play certain online games. This research would verify that enjoyment experience could be explained by the conceptual framework. In the first, this study results indicate that customers would show a higher level of loyalty if they had an optimal experience with the games. The state of flow was felt when players were aware of opportunities for personal interaction and social interaction. The personal interaction could be motivated either to achieve the high cognitive performance or by providing the equity of distribution of the objective performance in order to examine players' cognitive performance; the social interaction can be motivated either to enhance a high level of self-esteem of player or to achieve the positive reputation in order to evaluate their self-esteem. This finding can answer the questions of what enjoyment experience is and why players are repeatedly playing specific online games.

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