지용현(Jeeyonghyeon) 심리학 연구 모음 - 모바일게임, 기부, 환경오염, SNS
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지용현(Jee yonghyeon) 연구 성과
지용현은 총 4편의 KCI 등재 학술지에 연구가 등재되어 있으며, 학위논문 1편을 제출하였다.
연구의 주제는 SNS에서의 소비자 행동 2편, 친환경 소비에대한 연구 1편, 모바일 게임에 대한 연구 1편으로 구성되어 있다.
학술지 게재 연구
모바일 게이머의 재미경험과 사용의도 형성의 영향요인: 성취목표지향성과 게임수행방식의 상호작용
Factors Affecting the Perceived Fun and Use Intention of Mobile Games: Focusing on Gamers’ Achievement Goal Orientation and Types of Gameplay
등재지 : KCI등재지 - 서비스마케팅학회
저자 : 박은아, 지용현
초록·키워드
오류제보하기최근 모바일 게임시장에서 자동사냥 방식의 게임들이 높은 매출을 올리고 있는 현상에 주목하여, 본 연구는 게이머의 성취목표지향성과 게임수행방식에 따라 지각된 재미와 사용의도에 차이가 있는지 알아보고자 하였다.
이를 위해 2(성취목표지향성: 숙달목표지향/ 수행목표지향)2(게임수행방식: 자동수행/직접수행)의 피험자간 설계로 구성하고, 20~30대 참가자 299명을 대상으로 연구를 수행하였다.
응답자의 성취목표지향성 측정값에 따라 숙달목표지향성 집단과 수행목표지향성 집단으로 구분한 후, 자동수행방식과 직접수행방식 중 평소 더 많이 하는 게임방식 조건에 할당하여 게임시나리오로 구성된 질문지에 응답하도록 하였다.
연구결과, 성취목표지향성에 따른 지각된 재미의 주효과가 유의하여 자동수행방식보다 직접수행방식 조건의 지각된 재미가 더 높게 나타났다. 성취목표지향성과 게임수행방식에 따른 상호작용이 유의미해서, 숙달목표지향성이 높은 게이머는 자동수행 조건에서보다 직접수행 조건에서 지각된 재미와 사용의도가 높았고, 수행목표지향성이 높은 게이머는 직접수행 조건보다 자동수행 조건에서 지각된 재미와 사용의도가 높게 나타났다.
이 같은 결과는 게이머의 성취목표지향성에 따라 재미를 느끼는 요인이 다르다는 것을 의미하며, 게임제작 단계에서부터 사용자 특성을 고려하여 게임 수행방식을 설계해야 함을 시사한다.
본 연구는 모바일게임 수행방식에 따른 재미경험 차이를 실증적으로 검증함으로써 게임행동에 관한 학문적 이해를 높였을 뿐 아니라 게임을 지속 사용하도록 만드는 요인이 무엇인지를 확인함으로써 실무적 시사점을 제시하였다는 데에 의의를 가진다.
With the rising popularity of games with “autoplay” feature in the mobile gaming market in recent years, this study attempted to investigate whether gamer's achievement goal orientation and types of gameplay influence the user’s perceived fun and use intention of mobile games. The study utilized a between-subjects experiment design of 2 types of achievement goal orientation (mastery vs. performance) by 2 types of gameplay (autoplay vs. manual play). A total of 299 men and women in their 20s and 30s participated in this experiment. Based on the achievement goal orientation scores, participants were assigned to either mastery or performance group and were asked to answer questions regarding their preferred types of gameplay. The study results indicated that there was main effect of achievement goal orientation on perceived fun. And, there was a statistically significant interaction effect between achievement goal orientation and types of gameplay. For mastery-oriented players, perceived fun and use intention were higher for manual play games than autoplay games, whereas for performance-oriented players, perceived fun and use intention scored higher for autoplay mobile games. These outcomes imply that gamers’ achievement goal orientation affects enjoyable components of mobile games and that programmers should consider these characteristics when designing different types of gameplay. This study demonstrates the impact of user’s achievement goal orientation on perceived fun and use intention of mobile games. This not only enhances evidence-based understanding of mobile game behavior, but also provides practical implications for future game designs.
With the rising popularity of games with “autoplay” feature in the mobile gaming market in recent years, this study attempted to investigate whether gamer's achievement goal orientation and types of gameplay influence the user’s perceived fun and use intention of mobile games. The study utilized a between-subjects experiment design of 2 types of achievement goal orientation (mastery vs. performance) by 2 types of gameplay (autoplay vs. manual play). A total of 299 men and women in their 20s and 30s participated in this experiment. Based on the achievement goal orientation scores, participants were assigned to either mastery or performance group and were asked to answer questions regarding their preferred types of gameplay. The study results indicated that there was main effect of achievement goal orientation on perceived fun. And, there was a statistically significant interaction effect between achievement goal orientation and types of gameplay. For mastery-oriented players, perceived fun and use intention were higher for manual play games than autoplay games, whereas for performance-oriented players, perceived fun and use intention scored higher for autoplay mobile games. These outcomes imply that gamers’ achievement goal orientation affects enjoyable components of mobile games and that programmers should consider these characteristics when designing different types of gameplay. This study demonstrates the impact of user’s achievement goal orientation on perceived fun and use intention of mobile games. This not only enhances evidence-based understanding of mobile game behavior, but also provides practical implications for future game designs.
페이스북 사용자의 '댓글'반응경향과 게시글의 ‘좋아요’ 수가 광고효과에 미치는 영향
Advertising effects of tendency of Facebook user’s writing ‘comment’ and the number of ‘like’ in posting
초록·키워드
본 연구는 페이스북 사용자의 ‘댓글’반응경향과 게시글의 ‘좋아요’ 수가 포스팅된 제품에 대한 태도와 구매의도에 어떤 영향을 미치는지 알아보았다. 남녀 대학생 135명의 피험자를 '댓글'반응 경향이 높은 집단과 낮은 집단으로 나누고 게시글의 ‘좋아요’ 수를 고(高)/저(低) 조건으로 구분하여, 페이스북 뉴스피드에 게시된 제품관련 글을 읽도록 한 후 제품태도와 구매의도를 측정하였다.
변량분석 결과 '댓글'반응 경향 고/저에 따른 제품태도와 구매의도에는 차이가 나타나지 않았지만, '댓글'반응경향과 ‘좋아요’ 수 고/저에 따른 상호작용이 유의하였다.
즉, '댓글'반응경향이 높은 사용자는 게시글의 ‘좋아요’ 수에 따른 제품태도와 구매의도에 차이가 없었지만, '댓글'반응경향이 낮은 사용자는 ‘좋아요’ 수 저(低)조건보다 ‘좋아요’ 수 고(高)조건에서 더 호의적인 제품태도와 높은 구매의도를 보였다.
본 연구를 통해 페이스북 광고의 효과를 높이기 위해서는 사용자의 ‘좋아요’ 반응을 많이 유발하는 것이 유용하며, ‘좋아요’ 수가 많은 게시물 노출을 통해 사용자의 제품태도와 구매의도가 향상되는 것을 실증적으로 확인하였다는 점에 의의가 있다.
This study explored how the tendency of writing ‘comment’ by Facebook users and the number of 'like' in posting message affected to product attitude, purchasing intention. One hundred thirty five male and female college students were divided into groups with high/low tendency of writing ‘comment’. The subjects had to read posting message about athlete shoes on Facebook’s newsfeed, different from the conditions under which the ‘like’ in the posting was high and low. Then, they were responded product attitude and the intention of purchasing. The results of two-way ANOVA showed that the users with low tendency of writing ‘comment’ displayed more positive product attitude and higher willingness to purchase under condition with a high 'like' number of posting than under condition with a low 'like' number of it.
This study explored how the tendency of writing ‘comment’ by Facebook users and the number of 'like' in posting message affected to product attitude, purchasing intention. One hundred thirty five male and female college students were divided into groups with high/low tendency of writing ‘comment’. The subjects had to read posting message about athlete shoes on Facebook’s newsfeed, different from the conditions under which the ‘like’ in the posting was high and low. Then, they were responded product attitude and the intention of purchasing. The results of two-way ANOVA showed that the users with low tendency of writing ‘comment’ displayed more positive product attitude and higher willingness to purchase under condition with a high 'like' number of posting than under condition with a low 'like' number of it.
사용자의 “좋아요” 반응경향과 게시글의 “좋아요” 수에 따른 페이스북 광고효과
The Effects of Facebook User’s “Liking” Response Tendency and Amount of “Like” of the Posting on Attitude toward Product and Purchase Intention
등재지 : KCI등재지 - 한국커뮤니케이션학회
저자 : 박은아, 지용현
초록·키워드
본 연구는 페이스북 사용자의 행동반응경향으로서 ‘좋아요’를 누르는 정도와 게시글의 ‘좋아요’ 수가 페이스북 뉴스피드 광고의 제품태도와 구매의도에 어떻게 영향을 미치는지 알아보았다.
남녀 대학생135명에게 게시글의 ‘좋아요’ 수(고/저)와사용자의 ‘좋아요’ 반응경향(고/저)에 따라 페이스북 뉴스피드에 게시된 제품(운동화) 관련 글을 읽도록 한 후, 제품태도와 구매의도를 측정하였다.
변량분석 결과, ‘좋아요’ 반응경향이 높은 사용자는 ‘좋아요’ 반응경향이 낮은 사용자보다 제품태도와 구매의도가 높게 나타났다. 또한, ‘좋아요’ 반응경향이 높은 사용자는 ‘좋아요’ 수 고(高)/저(底) 조건 모두에서 ‘좋아요’ 반응경향이 낮은 사용자보다 긍정적인 제품태도와 높은 구매의도를 보였으나, ‘좋아요’ 반응경향이 낮은 사용자는 ‘좋아요’ 수가 적은 조건보다 많은 조건에서 더 호의적인 제품태도와 구매의도를 보였다.
즉, SNS 사용시 타인의 영향력은 행동반응 경향성이 낮은 소비자에게 더 크다는점을 알 수 있었다. 이런 결과는 SNS 광고관리자들이 게시물에 대해 ‘좋아요’와 같은 사용자의 감정반응을 많이 이끌어내는것이 광고효과 향상에 매우 중요하다는 점을 시사한다. 향후 연구에서는 사용자의 반응으로 ‘좋아요’ 뿐 아니라 ‘댓글’이나‘공유하기’ 반응의 광고효과에 대해서도 연구를 확장할 필요가 있다.
The goal of this study is to investigate the effectiveness of Facebook user’s behavioral tendency (clicking ‘like’) and amount of ‘liking’ of the posting on Facebook ads. An empirical study was conducted with 135 students in 2(behavioral tendency: high “liking” vs. low “liking” response) x 2(amount of “liking” of posting: high vs. low) factorial design. The findings of this study revealed that the user who had high tendency to clicking like button had higher product attitude and purchase intention than users who had low clicking ‘like’ response tendency. Second, users who had low ‘liking’ response tendency showed that higher attitude toward the product and higher purchase intention on the condition of high amount of ‘liking’ of the posting than low amount of ‘liking’ of the posting. But, those with high ‘clicking’ the like button were not affected by other persons’ ‘liking’ response of the posting. The results of this study suggest that it is very important for SNS marketing managers to improve the effectiveness of their ads by attracting a lot of user’s ‘like’ response on their posts. In future research, it is necessary to extend the research on the effects of user’s writing ‘comments’ and ‘sharing’ responses on the Facebook post.
The goal of this study is to investigate the effectiveness of Facebook user’s behavioral tendency (clicking ‘like’) and amount of ‘liking’ of the posting on Facebook ads. An empirical study was conducted with 135 students in 2(behavioral tendency: high “liking” vs. low “liking” response) x 2(amount of “liking” of posting: high vs. low) factorial design. The findings of this study revealed that the user who had high tendency to clicking like button had higher product attitude and purchase intention than users who had low clicking ‘like’ response tendency. Second, users who had low ‘liking’ response tendency showed that higher attitude toward the product and higher purchase intention on the condition of high amount of ‘liking’ of the posting than low amount of ‘liking’ of the posting. But, those with high ‘clicking’ the like button were not affected by other persons’ ‘liking’ response of the posting. The results of this study suggest that it is very important for SNS marketing managers to improve the effectiveness of their ads by attracting a lot of user’s ‘like’ response on their posts. In future research, it is necessary to extend the research on the effects of user’s writing ‘comments’ and ‘sharing’ responses on the Facebook post.
본 연구는 해석수준이론을 기반으로 친환경 광고의 설득 효과를 알아보기 위한 실험 연구를 수행하였다. 총 189명의 참여자에게 2 공간적 거리(멂/가까움)×2 메시지 유형(추상적/구체적)에 따라 설득효과가 다르게 나타나는지 살펴보았다.
연구결과 공간적 거리, 메시지 유형 각각의 주효과는 나타나지 않았고, 공간적 거리와 메시지 유형의 상호작용은 유의미하게 나타났다. 즉, 오염지역의 공간적 거리가 가까울 때는 구체적인 메시지의 경우 추상적인 메시지보다 브랜드태도가 호의적으로 나타났고, 공간적 거리가 멀 때는 추상적인 메시지가 구체적인 메시지보다 광고태도, 브랜드태도, 구매의도 모두에서 높게 나타났다.
이와 같은 결과는 친환경 제품 광고 구성에 있어서 소비자가 지각하는 공간적 거리에 따라 메시지구성이 달라져야 함을 말해주며, 가까운 지역의 환경문제를 제기할 때에는 환경보호의 방법이나 실천가능성 등 구체적인 메시지를, 먼 지역의 환경문제를 제기할 때에는 친환경 행동의 효과나 가치 등 추상적 메시지를 제시하는 것이 친환경제품 광고의 설득 효과를 높일 수 있다는 것을 시사한다.
This study examined whether persuasion effect was different according to 2 spatial distance (near/far) and 2 message types (specific/abstract). The results of the study showed that the main effects of spatial distance and message types were not significant. The interaction between spatial distance and message type was significant. When spatial distance was close, concrete message had more persuasive effect than abstract message in product attitude, and when spatial distance was far away, abstract message had higher persuasive effect than concrete message in Ad attitude, product attitude, and purchase intention. In this way, it is imply that the message effective for persuasion is different from when the spatial distance is close to and far from the advertisement appealing for eco-friendly products, and it can increase the behavioral intention for eco-friendly consumption.
지용현 학위논문
지도교수 : 박은아
저자 : 지용현
초록·키워드
본 연구는 게이머의 성취목표지향성과 게임수행방식이 지각된 재미와 사용의도에 영향을 미치는지 알아 보고자하였다. 이를 위하여 2(성취목표지향성: 숙달목표 지향성/수행목표 지향성)2(게임수행방식: 자동수행방식/직접수행방식)의 피험자 간 설계로 실험을 실시하였다.
20대, 30대 참가자 299명을 성취목표지향성에 대한 측정값에 따라 숙달목표 지향성이 높은 집단과 수행목표 지향성이 높은 집단으로 구분하고, 게임수행방식 중 자동수행방식을 더 많은 비율로 하는 참가자는 자동수행방식 조건으로, 직접수행방식을 더 많은 비율로 하는 참가자는 직접수행방식 조건으로 할당하였다. 연구결과, 성취목표지향성에 따른 주효과는 없는 것으로 나타났지만 게임수행방식에 따른 지각된 재미는 직접수행방식이 자동수행방식보다 높게 나타났다.
성취목표지향성과 게임수행방식에 따른 상호작용이 유의미하였는데, 숙달목표 지향성 높은 게이머는 자동수행방식보다 직접수행방식에 대한 지각된 재미와 사용의도가 높았고, 수행목표 지향성이 높은 게이머는 직접수행방식보다 자동수행방식에 대한 지각된 재미와 사용의도가 높게 나타났다.
이와 같은 결과는 게임제작단계에서 게임수행방식을 선정할 때, 게이머의 성취목표지향성을 고려하여야 한다는 것을 시사한다. 본 연구는 이러한 실무적 함의를 포함하여 각각 조사되었던 게임수행방식을 비교하여 실증적으로 확인함으로서 게이머의 경험을 중심으로 게임행동에 관한 학문적 이해를 높였다는 데 의의를 가진다.
With the rising popularity of games with “autoplay” feature in the mobile gaming market in recent years, this study attempted to investigate whether gamer''s achievement goal orientation and types of gameplay influence the user’s perceived fun and use intention of mobile games. The study utilized a between-subjects experiment design of 2 types of achievement goal orientation (mastery vs. performance) by 2 types of gameplay (autoplay vs. manual play). A total of 299 men and women in their 20s and 30s participated in this experiment. Based on the achievement goal orientation scores, participants were assigned to either mastery or performance group and were asked to answer questions regarding their preferred types of gameplay. The study results indicated that there was main effect of achievement goal orientation on perceived fun. And, there was a statistically significant interaction effect between achievement goal orientation and types of gameplay. For mastery-oriented players, perceived fun and use intention were higher for manual play games than autoplay games, whereas for performance-oriented players, perceived fun and use intention scored higher for autoplay mobile games. These outcomes imply that gamers’ achievement goal orientation affects enjoyable components of mobile games and that programmers should consider these characteristics when designing different types of gameplay. This study demonstrates the impact of user’s achievement goal orientation on perceived fun and use intention of mobile games. This not only enhances evidence-based understanding of mobile game behavior, but also provides practical implications for future game designs.
With the rising popularity of games with “autoplay” feature in the mobile gaming market in recent years, this study attempted to investigate whether gamer''s achievement goal orientation and types of gameplay influence the user’s perceived fun and use intention of mobile games. The study utilized a between-subjects experiment design of 2 types of achievement goal orientation (mastery vs. performance) by 2 types of gameplay (autoplay vs. manual play). A total of 299 men and women in their 20s and 30s participated in this experiment. Based on the achievement goal orientation scores, participants were assigned to either mastery or performance group and were asked to answer questions regarding their preferred types of gameplay. The study results indicated that there was main effect of achievement goal orientation on perceived fun. And, there was a statistically significant interaction effect between achievement goal orientation and types of gameplay. For mastery-oriented players, perceived fun and use intention were higher for manual play games than autoplay games, whereas for performance-oriented players, perceived fun and use intention scored higher for autoplay mobile games. These outcomes imply that gamers’ achievement goal orientation affects enjoyable components of mobile games and that programmers should consider these characteristics when designing different types of gameplay. This study demonstrates the impact of user’s achievement goal orientation on perceived fun and use intention of mobile games. This not only enhances evidence-based understanding of mobile game behavior, but also provides practical implications for future game designs.
