게임이용자의 경험적가치가 환기와 게임충성도 및 경영성과에 미치는 영향

The Effects of Game users’ Experiential value on Arousal, Game Loyalty and Business Performance

In this research, the effects of game users’ experiential value on arousal, game loyalty, and business performance were examined. The research data were collected from the game users who were playing games in randomly chosen 6 arcade game rooms (amusement arcades) and 6 Internet cafes in Busan for 60 days from February 1, 2016 to March 31, 2016. A total of 600 questionnaires were distributed and 574 questionnaires were collected, and of the collected questionnaires, the defective 29 questionnaires were excluded and the final 545 effective questionnaires were used for statistical analysis data. The collected data went through the coding process and were analyzed using IBM SPSS statistics version 22.0 for windows and AMOS 22.0. The results derived through verification of research hypotheses are as follows. First, the results of the analysis of the hypothesis that game users’ experiential value will have effects on arousal showed that pleasure, escapism, aesthetics, telepresence had statistically significant effects on active arousal. Also, escapism, intellectual curiosity, telepresence were found to have statistically significant effects on tense arousal. Pleasure and aesthetics had no significant effects on tense arousal. Second, the results of the analysis of the hypothesis that game users’ arousal will have effects on game loyalty showed that active arousal had statistically significant effects on game loyalty but tense arousal had no statistically significant effects on game loyalty. These results can be said to confirm that it is eventually positive emotion that has effects on game loyalty. Third, the results of the analysis of the hypothesis that game users’ game loyalty will have effects on business performance showed that game loyalty had statistically significant effects on business performance. Fourth, the results of the analysis of the hypothesis that game users’ experiential value of pleasure and aesthetics will have effects on game loyalty showed that pleasure and aesthetics had statistically significant effects on game loyalty.