The Research on Online Game hedonic Experience -Focusing on moderate effect of perceived complexity - (The Research on Online Game hedonic Experience -Focusing on moderate effect of perceived complexity -)

서지정보

· 발행기관 : 한국마케팅과학회
· 수록지 정보 : Journal of Global Scholars of Marketing Science(마케팅과학연구) / 18권 / 2호 / 135 ~ 173페이지
· 저자명 : 이종호, 정윤희

초록

Online game researchers focus on the flow and factors influencing flow. Flow is
conceptualized as an optimal experience state and useful explaining game experience in
online. Many game studies focused on the customer loyalty and flow in playing online
game, In showing specific game experience, however, it doesn't examine multidimensional
experience process. Flow is not construct which show absorbing process, but construct
which show absorbing result. Hence, Flow is not adequate to examine multidimensional
experience of games.
Online game is included in hedonic consumption. Hedonic consumption is a relatively
new field of study in consumer research and it explores the consumption experience as a
experiential view(Hirschman and Holbrook 1982). Hedonic consumption explores the
consumption experience not as an information processing event but from a
phenomenological of experiential view, which is a primarily subjective state. It includes
various playful leisure activities, sensory pleasures, daydreams, esthetic enjoyment, and
emotional responses. In online game experience, therefore, it is right to access through a
experiential view of hedonic consumption.
The objective of this paper was to make up for lacks in our understanding of online
game experience by developing a framework for better insight into the hedonic experience
of online game. We developed this framework by integrating and extending existing
research in marketing, online game and hedonic responses. We then discussed several
expectations for this framework. We concluded by discussing the results of this study,
providing general recommendation and directions for future research.
In hedonic response research, Lacher's research(1994)and Jongho lee and Yunhee Jung'
research (2005;2006) has served as a fundamental starting point of our research. A
common element in this extended research is the repeated identification of the four hedonic responses: sensory response, imaginal response, emotional response, analytic
response. The validity of these four constructs finds in research of music(Lacher 1994)
and movie(Jongho lee and Yunhee Jung' research 2005;2006). But, previous research on
hedonic response didn't show that constructs of hedonic response have cause-effect
relation. Also, although hedonic response enable to different by stimulus properties. effects
of stimulus properties is not showed.
To fill this gap, while largely based on Lacher(1994)' research and Jongho Lee and
Yunhee Jung(2005, 2006)' research, we made several important adaptation with the
primary goal of bringing the model into online game and compensating lacks of previous
research. We maintained the same construct proposed by Lacher et al.(1994), with four
constructs of hedonic response:sensory response, imaginal response, emotional response,
analytical response. In this study, the sensory response is typified by some physical
movement(Yingling 1962), the imaginal response is typified by images, memories, or
situations that game evokes(Myers 1914), and the emotional response represents the
feelings one experiences when playing game, such as pleasure, arousal, dominance, finally,
the analytical response is that game player engaged in cognition seeking while playing
game(Myers 1912).
However, this paper has several important differences. We attempted to suggest
multi-dimensional experience process in online game and cause-effect relation among
hedonic responses. Also, We investigated moderate effects of perceived complexity.
Previous studies about hedonic responses didn't show influences of stimulus properties.
According to Berlyne's theory(1960, 1974) of aesthetic response, perceived complexity is a
important construct because it effects pleasure. Pleasure in response to an object will
increase with increased complexity, to an optimal level. After that, with increased
complexity, pleasure begins with a linearly increasing line for complexity. Therefore, We
expected this perceived complexity will influence hedonic response in game experience.
We discussed the rationale for these suggested changes, the assumptions of the resulting
framework, and developed some expectations based on its application in Online game
context.
In the first stage of methodology, questions were developed to measure the constructs.
We constructed a survey measuring our theoretical constructs based on a combination of
sources, including Yingling(1962), Hargreaves(1962), Lacher (1994), Jongho Lee and
Yunhee Jung(2005, 2006), Mehrabian and Russell(1974), Pucely et al(1987). Based on
comments received in the pretest, we made several revisions to arrive at our final survey. We investigated the proposed framework through a convenience sample, where
participation in a self-report survey was solicited from various respondents having
different knowledges. All respondents participated to different degrees, in these habitually
practiced activities and received no compensation for their participation. Questionnaires
were distributed to graduates and we used 381 completed questionnaires to analysis. The
sample consisted of more men(n=225) than women(n=156). In measure, the study used
multi-item scales based previous study. We analyze the data using structural equation
modeling(LISREL-VIII; Joreskog and Sorbom 1993). First, we used the entire
sample(n=381) to refine the measures and test their convergent and discriminant validity.
The evidence from both the factor analysis and the analysis of reliability provides
support that the scales exhibit internal consistency and construct validity. Second, we test
the hypothesized structural model. And, we divided the sample into two different
complexity group and analyze the hypothesized structural model of each group.
The analysis suggest that hedonic response plays different roles from hypothesized in
our study. The results indicate that hedonic response-sensory response, imaginal
response, emotional response, analytical response- are related positively to respondents'
level of game satisfaction. And game satisfaction is related to higher levels of game
loyalty. Additionally, we found that perceived complexity is important to online game
experience. Our results suggest that importance of each hedonic response different by
perceived game complexity. Understanding the role of perceived complexity in hedonic
response enables to have a better understanding of underlying mechanisms at game
experience. If game has high complexity, analytical response become important response.
So game producers or marketers have to consider more cognitive stimulus. Controversy,
if game has low complexity, sensorial response respectively become important.
Finally, we discussed several limitations of our study and suggested directions for
future research. we concluded with a discussion of managerial implications. Our study
provides managers with a basis for game strategies.

영어초록

Online game researchers focus on the flow and factors influencing flow. Flow is
conceptualized as an optimal experience state and useful explaining game experience in
online. Many game studies focused on the customer loyalty and flow in playing online
game, In showing specific game experience, however, it doesn't examine multidimensional
experience process. Flow is not construct which show absorbing process, but construct
which show absorbing result. Hence, Flow is not adequate to examine multidimensional
experience of games.
Online game is included in hedonic consumption. Hedonic consumption is a relatively
new field of study in consumer research and it explores the consumption experience as a
experiential view(Hirschman and Holbrook 1982). Hedonic consumption explores the
consumption experience not as an information processing event but from a
phenomenological of experiential view, which is a primarily subjective state. It includes
various playful leisure activities, sensory pleasures, daydreams, esthetic enjoyment, and
emotional responses. In online game experience, therefore, it is right to access through a
experiential view of hedonic consumption.
The objective of this paper was to make up for lacks in our understanding of online
game experience by developing a framework for better insight into the hedonic experience
of online game. We developed this framework by integrating and extending existing
research in marketing, online game and hedonic responses. We then discussed several
expectations for this framework. We concluded by discussing the results of this study,
providing general recommendation and directions for future research.
In hedonic response research, Lacher's research(1994)and Jongho lee and Yunhee Jung'
research (2005;2006) has served as a fundamental starting point of our research. A
common element in this extended research is the repeated identification of the four hedonic responses: sensory response, imaginal response, emotional response, analytic
response. The validity of these four constructs finds in research of music(Lacher 1994)
and movie(Jongho lee and Yunhee Jung' research 2005;2006). But, previous research on
hedonic response didn't show that constructs of hedonic response have cause-effect
relation. Also, although hedonic response enable to different by stimulus properties. effects
of stimulus properties is not showed.
To fill this gap, while largely based on Lacher(1994)' research and Jongho Lee and
Yunhee Jung(2005, 2006)' research, we made several important adaptation with the
primary goal of bringing the model into online game and compensating lacks of previous
research. We maintained the same construct proposed by Lacher et al.(1994), with four
constructs of hedonic response:sensory response, imaginal response, emotional response,
analytical response. In this study, the sensory response is typified by some physical
movement(Yingling 1962), the imaginal response is typified by images, memories, or
situations that game evokes(Myers 1914), and the emotional response represents the
feelings one experiences when playing game, such as pleasure, arousal, dominance, finally,
the analytical response is that game player engaged in cognition seeking while playing
game(Myers 1912).
However, this paper has several important differences. We attempted to suggest
multi-dimensional experience process in online game and cause-effect relation among
hedonic responses. Also, We investigated moderate effects of perceived complexity.
Previous studies about hedonic responses didn't show influences of stimulus properties.
According to Berlyne's theory(1960, 1974) of aesthetic response, perceived complexity is a
important construct because it effects pleasure. Pleasure in response to an object will
increase with increased complexity, to an optimal level. After that, with increased
complexity, pleasure begins with a linearly increasing line for complexity. Therefore, We
expected this perceived complexity will influence hedonic response in game experience.
We discussed the rationale for these suggested changes, the assumptions of the resulting
framework, and developed some expectations based on its application in Online game
context.
In the first stage of methodology, questions were developed to measure the constructs.
We constructed a survey measuring our theoretical constructs based on a combination of
sources, including Yingling(1962), Hargreaves(1962), Lacher (1994), Jongho Lee and
Yunhee Jung(2005, 2006), Mehrabian and Russell(1974), Pucely et al(1987). Based on
comments received in the pretest, we made several revisions to arrive at our final survey. We investigated the proposed framework through a convenience sample, where
participation in a self-report survey was solicited from various respondents having
different knowledges. All respondents participated to different degrees, in these habitually
practiced activities and received no compensation for their participation. Questionnaires
were distributed to graduates and we used 381 completed questionnaires to analysis. The
sample consisted of more men(n=225) than women(n=156). In measure, the study used
multi-item scales based previous study. We analyze the data using structural equation
modeling(LISREL-VIII; Joreskog and Sorbom 1993). First, we used the entire
sample(n=381) to refine the measures and test their convergent and discriminant validity.
The evidence from both the factor analysis and the analysis of reliability provides
support that the scales exhibit internal consistency and construct validity. Second, we test
the hypothesized structural model. And, we divided the sample into two different
complexity group and analyze the hypothesized structural model of each group.
The analysis suggest that hedonic response plays different roles from hypothesized in
our study. The results indicate that hedonic response-sensory response, imaginal
response, emotional response, analytical response- are related positively to respondents'
level of game satisfaction. And game satisfaction is related to higher levels of game
loyalty. Additionally, we found that perceived complexity is important to online game
experience. Our results suggest that importance of each hedonic response different by
perceived game complexity. Understanding the role of perceived complexity in hedonic
response enables to have a better understanding of underlying mechanisms at game
experience. If game has high complexity, analytical response become important response.
So game producers or marketers have to consider more cognitive stimulus. Controversy,
if game has low complexity, sensorial response respectively become important.
Finally, we discussed several limitations of our study and suggested directions for
future research. we concluded with a discussion of managerial implications. Our study
provides managers with a basis for game strategies.

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