현존감과 사회비교가 모바일 FPS 게임 아이템 충동구매에 미치는 영향 : 지각된 가치의 매개효과를 중심으로

초록

Today, mobile FPS games are on popular, the number of users purchasing paid items in the game is increasing. In particular, some scholars mentioned that there is a high possibility that the purchase behavior that occurred in the game was an impulsive behavior. In this situation, it is necessary to study the factors that mobile FPS game users impulsively purchase paid items in the game. This study verified the direct effect of mobile FPS game users' sense of presence and mobile FPS game users' social comparison on impulse purchase of paid items. In particular, we looked at how the mediating effect of the perceived value of a paid item appeared in the effect of presence and social comparison on impulse purchase of a paid item. For this purpose, an online survey was conducted and analyzed for Chinese users who had purchased paid items in mobile FPS games. The study results are as follows. First, the presence felt by mobile FPS game users was found to have a positive (+) effect on impulse purchase of paid items. Specifically, both object presence and social presence have a positive (+) effect on impulse purchase of paid items. Second, it was found that the upward comparison of mobile FPS game users had a positive (+) effect on impulse purchase of paid items. The downward comparison showed that the effect on impulse purchase of paid items was not significant. Third, in the relationship between presence and impulse purchase felt by mobile FPS game users, the mediating effect of perceived functional value and perceived emotional value was found in object presence, and the mediating effect of perceived emotional value and perceived social value was social appeared in presence. Fourth, the mediating effect of perceived functional value and perceived emotional value in the relationship between social comparison and impulse purchase in mobile FPS game users was found in upward comparison. Through this study, it is possible to provide a deeper understanding of the mechanism of impulse purchase of paid items in mobile games. It was revealed that it can induce impulse purchase of paid items through various mechanisms such as object presence, social presence, and upward comparison. Furthermore, this paper suggests that these mechanisms can act differently in the relationship between these mechanisms and impulse purchase depending on the perceived value of paid items.

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