게임을 이용하는 동기에 따른 소비자 유형 구분과 유형별 차이 (Classification of Consumer Types and Differences Based on Motives for Playing Games)

서지정보

· 발행기관 : 한국소비자학회
· 수록지 정보 : 소비자학연구 / 30권 / 4호 / 139 ~ 172페이지
· 저자명 : 고대균, 한지형, 서가연

초록

본 연구는 게임 이용 행동이나 소비자의 인식과 태도에 주된 영향을 미치는 소비자의 게임 이용 동기에 초점을 맞춰 소비자 유형을 구분하고 그 특성을 살펴보고자 하였다. 이를 위하여 우선 게임을 이용하는 소비자들의 동기를 효과적으로 측정할 수 있는 종합적인 척도를 구성하였고, 이를 바탕으로 조사된 실제 자료를 통해 소비자의 게임 이용 동기에 따른 소비자 유형을 구분하고 유형별 행동의 차이를 살펴봄으로써, 새롭게 변화하고 있는 게임산업의 시장 환경에서 소비자를 심도 있게 이해하고자 하였다. 특히, 소비자의 게임 이용 동기를 효과적으로 측정하기 위해 선행연구를 고찰하고, 전문가 자문을 거쳐 하위 차원을 구분하였으며, 조사된 자료를 통해 이를 검증하였다. 본 연 구에서는 10대부터 50대 이상의 게임을 이용 중인 성인을 대상으로 온라인 설문조사를 실시하였으며, 최종적으로 총 523명의 자료를 분석에 활용하였다. 본 연구의 결론은 다음과 같다. 첫째, 소비자가 게임을 이용하는 동기는 최 종적으로 ‘시간 보내기’, ‘일상으로부터의 해방’. ‘즐거움’, ‘경제적 이득’, ‘관계유지’, ‘관계확장’, ‘과시 수단’, ‘성취감 및 자긍심’, ‘지적충족’, ‘이타심’ 등 다양한 하위 차원으로 구성되는 것을 확인하였으며, 이를 통해 게임은 단순한 오 락활동보다복합적인요소가포함된활동으로인식될필요가있다. 둘째, 다양한게임이용동기의수준에따라네 가지 소비자 유형을 도출함으로써, 소비자들이 서로 다른 동기를 통해 게임을 이용하고 있다는 것을 알 수 있으며, 이를 통해 소비자들을 다르게 이해할 필요가 있다는 데 그 당위성과 필요성을 공감하고, 적절한 대응을 모색해야 한다. 각 소비자 유형은 게임 이용 동기의 수준에 따라 ‘다면추구형’, ‘단순오락형’, ‘관계지향형’, ‘성취지향형’으로 명 명하였다. 셋째, 게임을이용하는소비자는게임이용동기의수준에따라분류한네가지소비자유형에따라특성 이 매우 다른 것으로 나타나, 다양한 소비자들을 개별적인 특성에 맞게 이해하고 구체적인 유형별 차이를 고려하여 게임산업의 변화에 적절하게 대응할 필요가 있다. 소비자가 게임을 이용하는 근원적인 동기에 초점을 맞춰 살펴본 본 연구의 결론을 바탕으로 하여 기업은 효과적인 비즈니스 전략을 수립하고, 소비자는 소비자 친화적인 시장 환경 을 조성하는 한편, 정부는 게임산업의 발전을 도모하는 적절한 지원정책을 개발하는 데 도움이 될 것으로 기대된다.

영어초록

This study aimed to understand consumers in the newly changing market environment of the game industry by dividing the types of consumers and examining their characteristics, focusing on the reasons and motives of playing games. First, a comprehensive questionnaire was designed to measure the motives of consumers to play games. The types of consumers were classified based on the motives, and the differences in behaviors of each type were figured. In order to verify that the constructed scale was logically valid, opinions were asked to a consumer science specialist and an industry expert, who has been working in the game industry for about eight years.
In this study, an online survey was conducted based on the measures prepared through the above process. The survey was aimed at adults playing games from 10s to over 50s. A total of 523 data was analyzed. Exploratory factor analysis and confirmatory factor analysis were conducted, and cluster analysis, classification analysis, variance analysis, and group difference analysis were conducted to analyze the differences that appeared by each type. The conclusion was as follows. First, consumers’ motives playing games consisted of sub-dimensions such as ‘Spending time,’ ‘Being liberated from everyday life,’ ‘Enjoyment,’ ‘Economic benefit,’ ‘Retaining relationship,’ ‘Expansion of relationship,’ ‘Showing off,’ ‘Achievement and self-esteem,’ ‘Integrity satisfaction’ and ‘Altruism’. It showed that consumers perceived games as complex activities, not just entertainment. In the context of ERG theory, the level of motive corresponding to the desire of existence was the highest, followed by the desire of growth and the desire of relatedness.
Second, by deriving four types of consumer-groups based on various levels of game motives, it was found that consumers played games through different motives. The four types of consumers were named ‘Multi-dimensional Pursuit,’ ‘Simple Amusement,’ ‘Relationship-oriented,’ and ‘Achievement-oriented’ in consideration of the level of motives to play games. The ‘Multi-dimensional Pursuit’ type had a higher level of motive than any other type. ‘Simple Amusement’ type was a type with a high motive for spending time or pursuing pleasure. ‘Relationship-oriented’ type was similar to the ‘Simple Amusement’, however, more motivated to maintain surrounding relationships. Lastly, ‘Achievement-oriented’ had not only a higher level of motive for existence, at the same time, intellectual sufficiency or altruism.
Third, consumers who played games had very different characteristics according to the four types of consumers mentioned above. First of all, ‘Multi-dimensional Pursuit’ type was a type that has a high level of positive perception of games and preferred games that require a relatively constant focus to simple games so that they preferred PC games over mobile. They also tended to play games with friends than alone. They visited the PC room more often than other types and also played games for a relatively long time. In addition, consumers belonging to this group actively explored information related to games through game communities, watched videos related to games, and frequently bought items needed in games. In other words, this type was the passionate consumer type that focused on games through various motives.
‘Achievement-oriented’ consumers preferred role-playing games as well as web board and puzzle games. Because of the relatively high level of motive that corresponded to the desire for growth, they seemed to prefer games that focused on building characters. Also, PC games and mobile games were used in a balanced manner. They usually played alone at home rather than with others. This type of consumers played games for a relatively long time once started. They also actively utilized online game communities to collect useful information. By purchasing paid items actively, they tended to fulfill the needs of the growth via playing games.
‘Relationship-oriented’ preferred games that could be played with other people, such as sports games or strategic games. Therefore, it was more common for them to play games with friends together. They actively exchanged game-related information with friends. The satisfaction with the game was relatively high, and the perception of the game was neutral. Meanwhile, they tended to enjoy games at an appropriate level with the main purpose of maintaining social- relationships.
Lastly ‘Simple Amusement’ type mainly played mobile games rather than PC games. Most of them enjoyed casual games, which could be enjoyed pretty lightly. Also, they usually played at home alone for a shorter time. This type had a lower monetary expenditure level than other types. In other words, it could be said that they enjoyed games in order to spend the remaining leisure time. These characteristics needed to be reflected in the game industry in the near future to pursue a more consumer-oriented environment. Considering the attempt of this study to focus on the fundamental motives of consumers playing games, game companies ought to establish effective business strategies, at the same time, consumers would be involved to create a consumer-friendly market environment. Moreover, the government is asked to support the development of the game industry.
As this study focused on the motives of consumers to play games, it did not include some parts of consumer behaviors such as excessive game playing or addiction. It is proposed to consider these extended issues in further studies.

참고자료

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