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A Study on the Effect of Game Character Identification on Item Purchase and Game Play Intention
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게임 속 캐릭터에 대한 동일시가 아이템 구매 및 게임 이용의도에 미치는 영향

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Type
Academic journal
Author
Won-jun, Lee (청주대학교)
Journal
Korea Game Society Journal of Korea Game Society Vol.21 No.6 KCI Accredited Journals
Published
2021.12
Pages
41 - 50 (10page)
DOI
10.7583/JKGS.2021.21.6.41

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Result
A Study on the Effect of Game Character Identification on Item Purchase and Game Play Intention
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Abstract· Keywords

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Character identification is illustrated in terms of game players’ altered self-perception during gameplay. Research has shown that players’ identification with game characters resulted in game players aligning their attitude with game character. This study investigates the relationships among control, ownership, character customization, identification, flow with game charater, and the impact on game players’ behavior toward item purchase and play intention. Empirical results showed that character ownership and character customization significantly predicted use-character identification, but the impact of character control was not supported. In addition, the positive relationships between identification and flow was supported.
#Game character(게임 캐릭터) #identification(동일시) #Flow(플로우) #Avatar(아바타) #Item purchase intention(아이템 구매의도)

Contents

요약
ABSTRACT
1. 서론
2. 이론적 배경
3. 가설의 수립과 모형
4. 분석 과정 및 검증
5. 결론 및 시사점
REFERENCES

References (35)

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조혜진 / 2003 / 캐릭터 브랜드 마케팅 전략에 관한 연구 / 한국디자인문화학회지 9(3):99~112 dbpia Davis, A. / 2009 / Avatars, people, and virtual worls: Foundations for research in Metaverse / Journal of the Association for Information Systems 10(2):90~117 google schola Hefner, D. / 2007 / Identification with the player character as determinant of video game enjoyment / International Conference on Entertainment Computing :39~48 google schola Zillmann, D. / 2006 / Psychology of Entertainment / Lawrence Erlbaum Associates google schola 이원준 / 2013 / 대변인 캐릭터의 특성이 브랜드 태도에 미치는 영향 / 대한경영학회지 26(4):927~945 dbpia

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