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1 모바일소셜네트워크게임 Asia-pacific Journal of Multimedia Services Convergent with Art, Humanities, and Sociology Vol.6, No.2, February (2016), pp 의지각된사회적영향및 자기결정성이사용자만족과지속사용의도에미치는영향 정덕화정철호 요약 본연구에서는모바일소셜네트워크게임사용자의사회적영향및자기결정성지각정도가사용자의서비스수용후만족및지속사용의도에미치는영향관계를분석해보고자하였다연구목적달성하기위하여선행문헌에대한고찰결과를종합하여연구변수간의영향관계에관한연구모델을수립하였으며모바일이용자를대상으로설문조사를수행하였다총명의모바일이용경험자들로부터수집된자료를토대로실증분석을수행하였다연구모형을대상으로실시한실증분석수행결과를요약해보면아래와같다첫째모바일이용자가인식하는사회적영향수준은사용자만족에정의영향을미치는것으로나타났다둘째모바일이용자의상호작용성인식정도는사용자만족에정의영향을미치는것으로밝혀졌다마지막으로사용자만족은지속사용의도형성에정의영향을미치는것으로밝혀졌다분석결과를토대로관련분야의연구자및실무자를위한시사점과향후연구방향을논하였다핵심어모바일소셜네트워크게임사회적영향자기결정성사용자만족지속사용의도 Abstract The primary purpose of this paper is to investigate the effects of perceived social influence and self-determination affecting user s post-acceptance satisfaction and continuance intention in mobile social network game(sng). To this end, we propose a research model based on relevant literature reviews. We employed a field survey of mobile SNG users and conducted an empirical method utilizing evidence from 241 respondents. The results of this study are summarized as follows. Firstly, subjective norm and visibility had a positive influence upon user satisfaction, however, image did not have a significant influence upon user satisfaction. Secondly, relatedness and autonomy had a positive influence upon user satisfaction, however, self-efficacy did not a significant influence upon user satisfaction. Lastly, user satisfaction had a Received (December 22, 2015), Review Result(January 7, 2016) Accepted(January 14, 2016), Published(February 29, 2016) ISSN: AJMAHS Copyright 2016 HSST 45

2 positive relationship to continuance intention. Based on these results, managerial and theoretical implications are discussed, and further research issues are suggested. Keywords : Mobile SNG, Social Influence, Self-Determination, User Satisfaction, Continuance Intention 서론 소셜네트워크서비스 이하 의확산및관련기술수준의고도화추 세에힘입어등장한모바일소셜네트워크게임 이하 은보다높은실 시간상호작용과엔터테인먼트기능이강화되면서그증가속도는급속화되고있는상황이다 에서파생된 는일반적으로개인의사회적연결망을통해게임을접하고그들과함께 상호작용하며수시로플레이할수있는게임을말한다 모바일 는 를통한지인과의실 시간상호작용을기반으로하며스마트폰과같은휴대성이높은모바일기기를이용하기때문에 게임을이용하는데있어시간이나장소의제약이없고간편한조작으로게임이용이가능하므로 게임과친숙하지않은일반인에게도접근성이높아다수의이용자확보가가능한특징을가지고 있다 모바일 는 의장점과모바일게임의장점을적절히결합한형태로서모바일콘텐 츠산업의대표적인비즈니스모델로인식되고있다기존모바일 분야이초창기연구들이공 학기술적측면에보다관심을두었던데반해최근모바일 의양적확산이이루어지면서모 바일 고유의특성을반영한사용자인식및태도에관심을둔연구의필요성이증대되고있 다 이러한배경하에서본연구에서는최근모바일콘텐츠산업에서가장두드러진성장을보이고 있는모바일 를대상으로사회적영향및자기결정성인식정도가사용자의수용후태도에 미치는영향을분석해보고자한다분석결과를토대로모바일게임관련분야의연구자및서비 스관리자를위한유용한시사점을제공할수있을것으로기대한다 이론적배경 모바일는플랫폼을기반으로사용자의온라인상에서형성된사회적관계를증진하기위해친밀도를높이는새로운형태의사회적인맥기반커뮤니케이션게임이다기존의일반적인게임의경우시간제약이없으며미션해결을통해최종라운드까지도달하는데목적이있지만모바일는에등록된친구들보다더높은점수를갱신하는경쟁체제를기반으로하고있다즉모바일는이용목적이게임그자체보다는내지인들과의빈번한상호작용의추구와사회적관계성의관리및증진에주요한목적을두고있다고할수있다이처럼모바일의경우개인의자발적인동기와목적에의해수용및사용되는쾌락적정보기술서비스의성격이강한특징을가지므로개인의내재적동기가사용자의해당서비스의사용과태도에보다중요한영향을미치게된다본연구에서는이상의논의를토대로모바일사 46 Copyright 2016 HSST

3 Asia-pacific Journal of Multimedia Services Convergent with Art, Humanities, and Sociology Vol.6, No.2, February (2016) 용자의사회관계적측면및자발적이고내재적동기측면에연구의초점을두었다 먼저사회적영향 은개인이사회적인관계망속에서서로간의행위에의해영 향을주고받는정도를의미하는것으로서이는개인이특정행동을하거나하지않도록하는지 각된압력과유사한개념으로인식된다 혁신적인정보기술사용자는해당정보기술을채택및 사용할때예상되는결과가다소불확실하다고하더라도자신에게중요하게인식되는준거집단의 판단이나인식에영향을받아결국새로운정보기술을사용하고자하는의도를보이게된다는것 이다 기존선행연구에서는사회적영향정도를파악하기위하여주관적규범 이미지 가시성 등세가지개념을활용해왔다 첫째주관적규범은개인의 준거가되는중요한집단또는타인이자신의행위에대하여갖게될인지에대한지각수준을의 미하며둘째이미지는혁신이나새로운기술요소를사용함으로써사회적관계성속에서자신의 지위나평판이향상될것이라고기대하는정도를말한다셋째가시성은혁신이나새로운기술이 주변에서자주보여지고가시화된정도에대한지각정도를말한다 한편자기결정성 이란개인스스로가조절할수있고자율적으로움직일수 있도록하는기술지식신념으로통합하여그개념을정의해볼수있다 개인의자기결정성 을측정할수있는특성요인으로서선행연구에서는자기효능감 관계지향성 자율성 등세가지를중요하게다루어왔다 첫째자기효능감은개 인이정보기술및서비스를사용하는과정에서관련기능및사용방법을쉽게익히고사용할수 있다는자신의능력에대한믿음을의미하며둘째관계지향성은상대방과사회적인관계를형성 하고이를지속발전시키고자하는성향을의미한다셋째자율성은선택을경험을가지고있고 개인의자유의지와함께행동하는것을말한다 이상의논의를종합해볼때모바일 사용자의수용후인식및태도는모바일 이용 과정에서경험하는사회적관계성의인식이나개인적차원의이용동기가중요한영향을미치게됨 을유추해볼수있다 연구모형및가설수립 본연구에서는모바일이용자의사회적영향과자기결정성인식정도가만족도및지속사용의도에미치는구조적관계를실증적으로분석해보기위하여관련문헌들에대한종합적고찰결과를토대로그림과같은연구모형을구축하였다모바일이용자가인식하는사회적영향은등의연구를토대로주관적규범이미지가시성의세가지요인을포함하였으며자기결정성은등과같은선행연구를기반으로자기효능감관계지향성자율성등세가지요인을포함하였다제안된연구모형의각연구변수들간의구조적관계에대하여등과같은선행연구들을기반으로다음과같은개연구가설을제시하였다 ISSN: AJMAHS Copyright 2016 HSST 47

4 모바일모바일모바일모바일모바일모바일모바일 의주관적규범은사용자만족에정의영향을미칠것이다의이미지는사용자만족에정의영향을미칠것이다의가시성은사용자만족에정의영향을미칠것이다의자기효능감은사용자만족에정의영향을미칠것이다의관계지향성은사용자만족에정의영향을미칠것이다의자율성은사용자만족에정의영향을미칠것이다의사용자만족은지속사용의도에정의영향을미칠것이다 그림 연구모형 조사설계와자료수집 본연구에서는기존모바일이용자의만족및지속사용의도에대한사회적영향및자기결정성인식이미치는구조적영향관계를실증적으로분석해보고자하였다이를위해기존선행연구들에대한종합적검토를통해연구모형의구축및설문지설계가이루어졌다설문대상은모바일이용경험자로한정하였으며조사결과총명의개인이응답하였고이중결측값을포함하고있거나불성실한응답을한부를제외하고총부가실제분석에활용되었다설문조사결과수집된표본의일반적현황을다음표과같다 표 표본의일반적특성 48 Copyright 2016 HSST

5 Asia-pacific Journal of Multimedia Services Convergent with Art, Humanities, and Sociology Vol.6, No.2, February (2016) 성별 나이 직업 구분빈도명비율구분빈도명비율남성개월미만여성개월미만대사용기간년미만대년이상대이상학생사용중인스마트폰안드로이드회사원기타기타합계 분석결과 본연구에서는수립된연구모형및가설에대한검정을위하여측정모델과구조모델을순차적으로분석하는단계분석기법을이용하였다먼저측정모델에대한분석결과 등으로대부분의지수가권장수용기준을상회하고있는것으로나타나측정모델은양호한것으로확인되었다또한각연구단위의구성개념신뢰도와평균분산추출값이각각를상회하는값으로나타나측정모델의타당성과신뢰성이확인되었다 표 측정모델분석결과 사회적영향 자기결정성 구성개념요인적재치값규범주관적규범규범규범규범이미지이미지이미지이미지가시성가시성가시성가시성 자기효능감 관계지향성 효능감효능감효능감 관계관계 ISSN: AJMAHS Copyright 2016 HSST 49

6 주 자율성사용자만족지속사용의도적합도지수 관계자율성자율성자율성만족만족만족만족지속의도지속의도지속의도 한편상관관계분석결과에서는각연구단위들간의상관계수값이모두연구가설에서설정된 방향과동일한방향성을가지는것으로나타났고각연구단위의의제곱근값 이다른개념들간의상관계수값을상회하는것으로나타나측정모델의판별타당성또한충족된것으로확인되었다 표 상관관계분석결과 구성개념주관적규범이미지가시성자기효능감관계지향성자율성사용자만족지속사용의도주대각선상에위치한수치는 값을의미함 다음으로연구가설검정을위하여구조모델분석을실시한결과모델적합도에있어등으로대부분의지수가권장수용기준을상회하고있는것으로나타났다적합도검사결과를토대로구조모델이적합한것으로판단하여연구변수간관계에관한가설검정을실시한결과는다음표과같다 50 Copyright 2016 HSST

7 Asia-pacific Journal of Multimedia Services Convergent with Art, Humanities, and Sociology Vol.6, No.2, February (2016) 표 연구가설검정결과 사회적영향 자기결정성 주 독립변수 종속변수 표준경로계수 값 가설명및결과 주관적규범 채택 이미지 사용자만족 기각 가시성 채택 자기효능감 기각 관계지향성 사용자만족 채택 자율성 채택 사용자만족 지속사용의도 채택 결론 본연구는모바일의이용동기측면에초점을두고사회적영향및자기결정성요인이사용자만족과지속사용의도형성에미치는영향관계를분석하였다본연구의결과를토대로봤을때모바일이용자의만족도및지속사용의도를높이기위해서는사용자의사회적관계성관리유지의욕구와자발적이고내재적인동기측면을충족시켜줄수있는다양한서비스를개발하고제공할필요가있음을확인할수있었다최근관련기술이발전하면서스마트폰및의급속한확산이이루어진현실을반영하였을때모바일수용후태도와향후이용의도형성에영향을미치는주요특성요인을도출하고실제사용경험자를대상으로실증분석을시도해본점은학문적차원에서매우시의적절하다고할수있다또한실무적차원에서모바일개발자및운영자에게모바일이용자의만족도제고및지속적인수익창출을위한주요관리사항을제시하였다는점에서유의미한시사점을찾을수있을것이다본연구가이상과같은시사점및의의를가지고있음에도불구하고일부한계점이존재하므로해석및활용상유의를요한다우선표본의연령대에있어대이하가상대적으로높은비중을차지하고있는데최근모바일사용자의확대추세를반영한다면향후보다다양한연령대에걸친표본확보및조사가요구된다또한본연구는모바일의효과측면에초점을두고사회적영향및자기결정성등긍정적인측면을중심으로연구를진행하였는데향후연구에서는모바일가가지는부정적인측면도동시에고려하여분석을시도해볼필요성이제기된다 ISSN: AJMAHS Copyright 2016 HSST 51

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DBPIA-NURIMEDIA

DBPIA-NURIMEDIA The e-business Studies Volume 17, Number 6, December, 30, 2016:237~251 Received: 2016/11/20, Accepted: 2016/12/24 Revised: 2016/12/21, Published: 2016/12/30 [ABSTRACT] Recently, there is an increasing