earticle

영어

Recently, most of the mobile social network games (MSNGs) are released for free to play and most of the revenue is earned by micro-transactions. For example, Apple and Google both make 30 percent of all revenue earned through micro-transactions in App Store and Google Play. Therefore it is important to encourage users to use micro-transactions. The objective of this study is to find out factors influencing micro-transactions in the MSNG. In this study, a research model is introduced and the factors are analyzed. The factors influencing the micro-transactions are number of users, number of friends, perceived enjoyment, and perceived ease of use. Also, amusement is added as a factor that are related to gambling, which is one of major features of probability-based item. The research model is based on extant theories such as confirmatory factor analysis (CFA) and technology acceptance model (TAM). The result of this study provides reference for MSNG developers.