초록 열기/닫기 버튼
As the size of mobile game market grows, the opportunities to increase sales by developing the mobile game are increasing. Among them, selling the charged items can be an important revenue source. In this regard, the aim of this research was to examine the effect of game users’ competition, self-improvement motive on charged item purchasing intention in SNG through the behavioral adaptation and flows. The results from this research are as follow. First of all, the participants' competition motive had a positive impact on behavioral adaptation, and flow in SNG. Also, self-improvement motive had a positive impact on behavioral adaptation and flow in SNG. In addition, behavioral adaptation to SNG had a positive impact on flow and charged item purchasing intention. Lastly, the flow in SNG had a positive impact on charged item purchasing intention. The results of this research extends prior finding of SNG use motivation and reveal that SNG charged item purchasing intention was affected by behavior adaptation and flow. In addition, mobile game companies will be able to establish the efficient marketing strategy and they will be able to create the new game contents based on results of this study.
