자기결정성 이론을 활용한 성별에 따른 게임 참여 의도 분석: 리그오브레전드를 중심으로

초록

The growth of the gaming and e-sports industries is closely tied to embracing market diversity. This study, focusing on 'League of Legends', used self-determination theory to explore gender differences in participation intentions. It surveyed 449 experienced players on factors like autonomy, competence, and relatedness, plus intrinsic and extrinsic motivations for ongoing engagement. Using multi-group structural equation modeling, the analysis showed that autonomy and competence strongly influenced intrinsic motivation in males, while relatedness was more impactful for females. This distinction confirms gender's moderating role. These findings offer insights for the gaming industry's content and marketing strategies and contribute to understanding gender-specific gaming patterns, aiding in promoting social diversity.

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