2. How habit moderates the relationship between user satisfaction and attitudes in brand placements in mobile game

Title(KR)

• 모바일 게임의 습관적 사용이 게임 만족과 게임내 배치된 브랜드 태도에 미치는 조절 효과

Title(ENG)

• How habit moderates the relationship between user satisfaction and attitudes in brand placements in mobile game

Keywords(KR)

• Mobile social network game, habit, brand preference

Keywords(ENG)

• Mobile social network game, habit, brand preference

Author

• Yun Jung Choi

Abstract(ENG)

The purpose of the study is to explore the relationship between user satisfaction of mobile social network game and user preference of co-marketing brand with the game. We propose revised UTAUT model(i.e., mobile game effect model) and explore the influence of user habit with game in the model. Total 129 Korean mobile game users were surveyed. The data were analyzed using structural equation model(SEM). The result show that perceived usefulness and hedonic value influence user satisfaction for mobile social network game. Next, user satisfaction has a positive influence on users' brand preference placed on the game. We also identified the moderating effect of the habit on the relationship between user satisfaction and brand preference. This study provide a deeper understanding of Korean consumers' mobile game behavior and trend.

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