24. Influence Factors of Purchase Intention in Mobile Collectible Card Game Genre

Title(KR)

• 국내 모바일 CCG 장르의 구매의도에 영향을 미치는 요인에 관한 연구

Title(ENG)

• Influence Factors of Purchase Intention in Mobile Collectible Card Game Genre

Keywords(KR)

• Game, CCG, Purchase decision

Keywords(ENG)

• Game, CCG, Purchase decision

Author

• Jung Changu, and Jung Hyeongwon

Abstract(ENG)

Mobile games are different from the PC online games, because of the circumstance of playing, payment, and the immediacy. the frequency of use is higher than the PC online games, but the connecting time is much less. The accessibility to games is much easier. Th purchase behaviour is made on the spot. The game industries are focused on this unique market, studies the success factors and are developing numerous titles. However, there is quite a few researches for academic purpose. The mobile game market is rapidly changed and followed by the late fashions. More than one year, there is an uprising genre which has good sales history. 40% of top 50's of mobile game market on the spot are this specific genre called collectible card game. The genre has an history from the offline collectible card games like baseball player collections to Japanese style cartoon illustrated mobile collectible game. The purpose of this study was to define the mobile collectible card game genre and to examine the influence factors of purchase intention of mobile collectible card games. Factors are adopted from precedent studies and a pilot interview. Subjects of 175 members who has been experienced mobile collectible card games responded the 15 questionnaires designed for satisfaction, perceived usefulness, graphic design of cards and purchase intention. Through the regression analysis, the results of the survey can be summarized as follow. Satisfaction, perceived usefulness and graphic design of cards are found to have a positive influence on purchase intention.

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