소셜 게임 이용자의 자기결정성요인, 감정반응요인 및 만족도와의 구조적 관계

As social networking service(SNS) are rapidly spreading with the distribution of high-speed wireless internet and high-performance smartphones, mobile games with these platforms combined are evolving into social games. As social games take advantage of the characteristics of the existing online and mobile game genre as they are, strategic collaborations with SNS operators are actively being carried out, and the social game market is rapidly growing. The social game market is becoming more and more competitive, and the interest in social games is increasing in South Korea. Most of the studies on social games, however, have been conducted from the viewpoint of technology and system engineering, and few studies are conducted from the users’ viewpoint. In this sense, this study is aimed at proposing a new research model in which the influence factors of social game user satisfaction (i.e., perceived autonomy, perceived competence, and perceived relatedness) affect PAD factors (i.e., pleasure, arousal, and dominance) positively, leading to user satisfaction eventually. This study developed a research model to explain the user satisfaction of social game service and collected 139 survey responses from the undergraduate students who had experiences with such social game services. To prove the validity of the proposed research model, PLS analysis is applied with the valid 139 questionnaires. By employing the PLS technique, the measurement reliability and validity of research variables are tested, and the path analysis is conducted to carry out the hypothesis testing. In brief, the finding of this study suggests that the influence factors of social game user satisfaction affect PAD factors positively, and user satisfaction of social game users as well.