Social Network Game 이용자의 전환의도에 관한 연구: 카카오톡 플랫폼 기반 게임을 중심으로

Abstract

Mobile social network-based game is a type of online game that is played through mobile messenger service and which allows users to build online connections and relationships to other users. However, little serious or reliable research existed to explain the role of switching intention and switching behavior in the social network game. Therefore, the purpose of this study is to understand the switching behavior of social network game user based on the mobile platform. The study adopted the model from existing research that has been associated with some variables from Human migratory Behavior based on the Demographic Migration Theory. As a result, the user's sense of belongingness and attractiveness of alternatives had a positive impact on switching behaviour. Furthermore, we provide a better understanding of switching behavior to social network platform operators to prevent users’ switching behaviors.