자존감이 게이머들의 태도에 미치는 영향에 관한 연구

The Role of Self-Esteem toward Gamer’s Attitude: As a Moderator of Price Discounted Effectiveness

본 연구에서는 온라인 게임 이용자들의 자존감이 게이머들의 태도에 미치는 영향을 가격할인의 조절효과를 중심으로 알아보고자 하였다. 연구 결과를 토대로 학문적, 실무적 시사점을 논의하였다. 설문조사를 통한 Two-way ANOVA 분석 결과, 자존감이 낮은 게임 이용자들이 온라인 게임에 더 호의적인 태도를 가지고 있고, 가격 할인을 제시하지 않을 때보다 가격할인을 제시하는 경우에 자존감이 게이머들의 태도에 미치는 영향의 차이가 더 큰 것으로 나타났다. 연구 결과를 토대로 학문적, 실무적 시사점을 논의하였고, 미래 연구 방향을 제시하였다.

This study focuses on the effect of self-esteem to attitude of gamers in online games. Recently, as Korean online game market growing and the number of users increasing, there happen many kinds of social problem with users in online games. Based on this issue, this study suggests how online game affects attitude of gamers with psychological self-esteem of users. This study focuses on self-esteem of users in online games is another form of inspection conducted a survey about impact on attitude of users. Data processing of the study carried by Program SPSS. In addition, Two-way ANOVA was conducted to analyze the moderating effects of price discounts on effects of self-esteem to attitude of gamers. The results show that gamers’ attitude gets better as price discount adjusted when self-esteem is low in online games. On the other hand, it was found that making less influence on attitude of gamers with higher self-esteem of the gamers, whether or not they receive control effect of price discount. As a result, discounts offered by game companies are effective in online games. In practice, psychological factors such as self-esteem affect attitude of online gamers because gamers use games strategically to manage the images exposed to others positively through online games. Therefore, companies can use this manage online games so that users’ positive image can be reflected well here. In addition, it is important for online game administrators to provide new information or privileges through games that users can enjoy games by holding events, because promotion such as price discounts offered by game companies has big influence on gamers. However, In addition to these practical benefits, it is also important for gamers to have an opportunity to express themselves through online games.