동기요인, 사회성과 게임 용이성이 소셜 네트워크 게임의 사용의도에 미치는 영향에 관한 연구

Abstract

Social platform services have altered the lifestyles of individuals and the entire Information and Communication Technol-ogy (ICT) ecosystem. One creative application that rides on such a platform is Social Network Games (SNGs). SNG is a ser-vice that merges playfulness of game contents and mutual relationships among people. This study investigates the effects of motivational, sociability, and playability factors of SNGs on attitude toward SNGs and behavioral intention to use SNGs. An extended SNGs user acceptance model founded on the Theory of Reasoned Action (TRA) and Technology Acceptance Model (TAM) is proposed. The results show that perceived usefulness, perceived playfulness, and challenges/competitions have positive effects on intention to use SNGs via attitude toward SNGs. Social image and subjective norms have direct impacts on intention to use SNGs. Those who have only use SNGs for a shorter period of time (i.e., six months or lesser) pay more atten-tion to the usefulness of SNGs while those who have use SNGs for a longer period of time (i.e., more than six months) focus more on the playfulness of SNGs. The findings have implications for game development companies.