한국 온라인게임 특성이 중국 이용자의 만족도에 미치는 영향에 관한 실증연구

Abstract

An Empirical Study on the Effects of the Korean Online-games Characteristics to the Chinese Users' Satisfaction

Li Jiawei

Department of International Commerce and Logistics, Graduated School, Pukyong National University

Abstract After 2000, the development of the online-games is becoming increasingly fast in the world with the arrival of the digital era. Nowadays, the online-games is not just small online service, but one of the entertainment industries in Korea. The online-games in South Korea had already successfully entered China, Japan and the United States markets with the communication of its domestic culture and the advanced design techniques. As the online-games has create huge profits, a large sum of capital has been invested continuously into this market. Although the Chinese online-games are still in the primary stage, their rapidly growing market has been attracting a high attention from the whole world within the 5 years. The market scale of the Chinese online-games was approximately 4 hundred million US dollars in 2009. And its rate is 39.5% higher than that of 2008. In fact, many Korean online-games corporations are trying to find the access to the China market, however, they could hardly understand the characteristics of the exotic culture and the users behaviors, So they are afraid of entering China market. Besides, lack of the theoretical study of the features about the chinese users' "Guanxi" which is also one of the important factors keep them from entering China market. Based on the model of users' satisfaction by the precedent study, this thesis research the object of study on the Chinese users who have the experiences about the Korean online-games. At first, to see how the factors-characteristics of the online-games users, the attribute of the online-games and the attribute of the game's web service affect users' satisfaction. And then, we could see what is the effect of Chinese "Guanxi". Finally, through the analysis we could eventually understand not only the Chinese users' demand and further had advanced in their online-games, but also the particular Chinese cultural factor which made the Korean online-games firms more realize how to enter the Chinese market within high competitive strategies.