스포츠 비디오 게임의 동기 요인 측정에 관한 연구

초록

The purpose of the current study was to develop and to evaluate the Motivation Scale for Sport Video Gaming (MSSVG). This study identified eight motivations to influence sport video gaming and provided the empirical support. The MSSVG included three new factors including drama, aesthetics, and challenge that represent unique factors not identified in previous research. Therefore, the current study expanded the understanding of sport video gamer motivation by identifying new factors. While new motivational factors were identified, the authors do not think that all possible motivations of sport video gamers were identified in this study. Thus, further investigation is still needed to understand motivations of sport video gamers. The MSSVG provided a tool for measuring motivations for sport video gaming. The findings should be valuable to sport marketers and sport video game manufactures in that it identified important motivations to play sport video games. First, it is clear that the sociability of sport video gaming is important in attracting sport video gamers. Also, Kim (2007) found that subjective norms, which refer to the social expectations an individual has from “significant others” to participate or not to participate in the behavior (Ajzen, 1991) are strongly related to intentions to play SVGs. Thus, it seems to be important to emphasize multi-player function and online networking in order to interact with others. Eglesz, et al. (2005) suggested that team play and multiplayer games were very important factors to influence playing video games. Thus, efforts should be made to encourage a social atmosphere of SVGs to fulfill social interaction motivation. Second, sport video game manufacturers should focus on providing the more realistic graphics or exaggerated characters of sport stars in order to fulfill the aesthetics motivation of sport video gamers. Many teens play video games because of the realistic graphics. A great majority of the focus group participants said they would choose a dull game with great graphics rather than an interesting game with poor graphics (Raney, Smith, & Baker, 2006). Thus, it is obvious that the aesthetic attribute of SVGs is important. Sport video game manufacturers need to focus on the more realistic graphics with technology such as three - dimensionality in order to satisfy aesthetic motivation of sport video gamers. Third, it is necessary to provide various difficulty levels in SVGs to fulfill challenge motivation. Sport video gamers who are motivated by challenge may want to complete a certain level and may be willing to continue to play games until they are satisfied since their skill levels are quite different based on their previous game experience and the motor skills. Hence, sport video game manufactures should focus on providing a wide range of difficulty to satisfy the challenge motivation of different levels of gamers. The drama motivation would seem to be associated with the challenge motivation because sport video gamers are likely to feel the achievement and enjoy SVGs more when they dramatically complete a certain level of a game with a close game or comeback win. Therefore, providing a wide range of challenge may satisfy both the motivations of challenge and drama of sport video gamers. Last, sport marketers could develop various marketing strategies based on the motivations of sport video gamers. Since sport video gaming could increase an individual’s interest and knowledge of sport as a fan (Crawford, 2005) and motivations of sport video gamers are similar to those of sport fans, sport marketers can identify this group of people as their target market in order to expand their fan bases.

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