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The Analysis of the Role of Gender and Self-Control in the Structural Relationship of Self-Efficacy, Game Flow, and Sociality of Online Game Consumers
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온라인 게임 소비자의 자기효능감, 게임몰입 및 사회성 간의 관계에서 성별과 자기통제력의 역할 분석

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Type
Academic journal
Author
Journal
Electronic Trade Institute 전자무역연구 전자무역연구 제15권 제2호 KCI Accredited Journals
Published
2017.1
Pages
23 - 47 (25page)

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The Analysis of the Role of Gender and Self-Control in the Structural Relationship of Self-Efficacy, Game Flow, and Sociality of Online Game Consumers
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Abstract· Keywords

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Purpose: This study was conducted to develop and test a structural model that seeks to explain the behavior and the attitude, in relation to sociality, of consumers of an online game. Composition/Logic: This research was structured as follows: First, we reviewed current research on relationships among self-efficacy, game flow, and sociality in related academic areas. Second, we presented and analyzed the mediating role of gender and self-control in this structural relationship. Data were collected from a survey of 217 university students who experienced the online game. In order to evaluate the reliability and validity of the attitudes of online game consumers, exploratory factor analysis and confirmatory factor analysis were implemented. Exploratory factor analysis was employed to identify the two dimensions of self-efficacy—self-regulatory efficacy and self-confidence—as expected. Findings: This study found that the’ self-efficacy (self-regulatory efficacy and self-confidence) of online game consumers has a significant effect on the game flow. In addition, the results indicated that there were moderating effects of gender and self-control in several paths of the structural relationship. Originality/Value: We have discussed the managerial and theoretical implications of the results and suggested specific research limitations of this study. The findings of the research provide online game companies some critical insights into how to strategically develop young online game consumers’ self-efficacy. Also, online game marketers should apply marketing strategies designed to improve online consumers’ game flow and sociality by implementing online their gender and self-control based practices.
#자기효능감 #게임몰입 #성 #자기통제력 #다중집단분석 #Self-Efficacy #Game Flow #Sociality #Gender #Self-Control #Multi-group Analysis

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References (40)

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Albrecht, K. / 1980 / Brain Power: Learn to Improve Your Thinking Skill google schola 金柄瓚 / 1995 / 고등학생들의 자기-효능감과 학교생활적응에 관한 연구 / 석사 / 韓國外國語大學校 敎育大學院 google schola 공성배 / 2008 / 청소년의 e-스포츠 참여정도와 몰입정도가 사회성에 미치는 영향 / 한국여가레크리에이션학회지 32 (3) : 121 ~ 131 dbpia 곽금주 / 1997 / 전자게임에 몰입한 아동의 심리진단적 특성(I): 사례중심으로 / 인간발달연구 4 (1) : 1 ~ 18 google schola 권용준 / 2011 / 가족기능과 청소년의 자아조절이 게임 과몰입과 학교적응에 미치는 영향 / 청소년학연구 18 (6) : 99 ~ 121 google schola

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