온라인 게임 소비자의 자기효능감, 게임몰입 및 사회성 간의 관계에서 성별과 자기통제력의 역할 분석

초록

Purpose: This study was conducted to develop and test a structural model that seeks to explain the behavior and the attitude, in relation to sociality, of consumers of an online game. Composition/Logic: This research was structured as follows: First, we reviewed current research on relationships among self-efficacy, game flow, and sociality in related academic areas. Second, we presented and analyzed the mediating role of gender and self-control in this structural relationship. Data were collected from a survey of 217 university students who experienced the online game. In order to evaluate the reliability and validity of the attitudes of online game consumers, exploratory factor analysis and confirmatory factor analysis were implemented. Exploratory factor analysis was employed to identify the two dimensions of self-efficacy—self-regulatory efficacy and self-confidence—as expected. Findings: This study found that the’ self-efficacy (self-regulatory efficacy and self-confidence) of online game consumers has a significant effect on the game flow. In addition, the results indicated that there were moderating effects of gender and self-control in several paths of the structural relationship. Originality/Value: We have discussed the managerial and theoretical implications of the results and suggested specific research limitations of this study. The findings of the research provide online game companies some critical insights into how to strategically develop young online game consumers’ self-efficacy. Also, online game marketers should apply marketing strategies designed to improve online consumers’ game flow and sociality by implementing online their gender and self-control based practices.

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