The Effect of Community Artifacts and Media Richness Elements on the Experiences of the Social Network Game Users : ‘Anypang’ Case

Un-Kon Lee, Kyong Kyu Lee, Jung Reul Lee

Abstract


The deployment of social network service(SNS) makes the social network game(SNG) as the new value added service of SNS be popular. But, a few study had identified the reason of this popularity and the elements of SNG. Based on the social presence theory and media richness theory, we had tried to identify three community artifacts (i.e. persistent labeling, self presentation and deep profiling) and two media haracteristics(i.e. vividness and interactivity) as the SNG elements in this research. Then we had empirically validated the effect of these elements on the SNGexperience (i.e. social presence, perceived enjoyment) and behavioral intentions (i.e. Continuous usage intention, willingness to pay and loyalty) of the users. We conducted a survey to the actual SNG users. 243 data were collected and analyzed by PLS algorism. The results indicated that the community artifacts mediated by the social presence and media characteristics could ignificantly affect on the experiences and behavioral ntentions. These findings could contribute to identify what element could be the reason of social network game popularity and could also contribute to design more attractive social network game in practice.


Full Text:

PDF

References


Ajzen, I., “Behavioral Interventions Based on the Theory of Planned Behavior,” Journal of applied social psychology, pp. 1-6, 2006.

Anypang Homepage, http://web-m-anipang.sundaytoz.com/.

Back, S. I. and Song, Y. S., “Exploring Online Gamers’ Preference for Online Games,” Journal of The Korean Operations Research and Management Science Society, Vol. 29, No. 1, pp. 71-85, 2004.

Barfield, W. and Weghorst, S., “The sense of presence within virtual environments : A conceptual framework,” Advances in Human Factors Ergonomics, 1993.

Bhattacherjee, A., “Understanding Information Systems Continuance : An Expectation Confirmation Model,” MIS Quarterly, Vol. 25, No. 3, pp. 351-370, 2001.

Biocca, F., “Presence,” Presentation presented in May 22 at a Workshop in Cognitive Issue in Virtual Reality VR 95 Conference and Expo, San Jose CA, 1995. 7. Biocca, F., Chad Harms Judee and Burgoon, K., “Criteria for a theory and measure of social presence,” MIT Presence, 2002.

Biocca, F., Harms, C., and Gregg, J., “The Networked Minds Measure of Social Presence : Pilot Test of the Factor Structure and Concurrent Validity,” Media Interface and Network Design Labs, Philadelphia : Paper presented at the 4th annual International Workshop on Presence, 2001.

Bloter.net, Jung, B. R., “SNS Users per 5 persons in Global,” 2012. 3. 2., http://www.bloter.net/archives/99004.

Canessa, E. and Riolo, R. L., “The effect of organizational communication media on organizational culture and performance : an agent-based simulation model,” Computational and Mathematical Organization Theory, Vol. 9, pp. 147-176, 2003.

Carlson, P. J. and Davis, G. B., “An investigation of media selection among directors and managers : From “self” to “other” orientation,” MIS Quarterly, Vol. 22, No. 3, pp. 335-362, 1998.

Chin, W. W., “The partial least squares approach to structural equation modeling,” In Marcoulides, G. A. (ed.), Modern methods for business research, pp. 295-336, 1998.

Chin, W. W. and Dibbern, J., “Permutation Based Procedure for Multi-Group PLS Analysis : Results of Tests of Differences on Simulated Data and a Cross of Information System Services between Germany and the USA,” in Handbook of Partial Least Squares : Concepts, Methods and Applications in Marketing and Related Fields, V. E. Vinzi, W. W. Chin, J. Henseler, and H. Wang (eds), pp. 171-193, 2010.

Daft, R. L. and Lengel, R. H., “Organizational Information Requirement, Media Richness and Structural Design,” Management Science, Vol. 32, No. 5, pp. 554-571, 1986.

David R. F. and Dholakia, R. R., “Interactivity and Vividness Effects on Social Presence and Involvement with a Webbased Advertisement,” Journal of Business Research, Vol. 58, pp. 387-396, 2005.

Deci, E. L., Koestner, R., and Ryan, R. M., “A Meta-analytic Review of Experiments Examining the Effects of Extrinsic rewards on Intrinsic Motivation,” Psychological bulletin, Vol. 125, No. 6, pp. 627-668, 1999,

DMC Media, “Forecast : Social Network Game Market 2008～2014,” ekyung82@dmcmedia.co.kr, 2010.

eDaily, An, H. S., “The Number of Facebook Users Has Exceeded 1 Billion in 8 years,” http://edaily.co.kr/news/NewsRead.edy?SCD=JH41&newsid=01620326599689968&DCD=A00804&OutLnkChk=Y, 2012.

Fornell, C. and Larcker, D. F., “Evaluating structural equation models with unobservable variables and measurement error,” Journal of Marketing Research, Vol. 18, No. 1, pp. 39-50, 1981.

Fornell, C., “A National Customer Satisfaction Barometer : The Swedish xperiences,” Journal of Marketing, Vol. 56, pp. 6-12, 1992.

Fulk J. W., Schmitz S. C., and Power, G. J., “A Social Information Processing Model of Media Use in Organizations,” Communication Research, Vol. 14, No. 5, pp. 520-552, 1987.

Gefen D. and Straub D., “Managing User Trust in B2C e-Services,” e-Service Journal, Vol. 2, No. 2, pp. 7-24, 2003.

Hahn, J., Moon, J. Y., and Zhang, C., “Emergence of new project teams from open source software developer networks : Impact of prior collaboration ties,” Information Systems Research, Vol. 19, pp. 369-391, 2008.

Heeter, C., “Being there : the subjective experience of presence,” Presence : Teleoperators and Virtual Environments, Vol. 1, No. 2, pp. 262-271, 1992.

Hoffman, D. L. and Novak, T. P., “Marketing in Hypermedia Computer-Mediated Enviroments : Conceptual Foundations,” Journal of Marketing, Vol. 60, pp. 50-68, 1996.

Hollowell, R., “The Relationship of Customer Satisfaction, Customer Loyalty and Probability : An Empirical Study,” International Journal of Service Industries Management, Vol. 7, No. 4, pp. 27-42, 1996.

Huizinga, J., “Homo ludens : proeve eener bepaling van het spel-element der cultuur,” books.google.com, republished in 2008, 1938.

Jiang, Z. and Benbasat, I., “Investigating the Influence of the Functional Mechanisms of Online Product Presentations,” Information Systems Research, Vol. 18, No. 4, pp. 454-470, 2007.

Kahai, S. S. and Cooper, R. B., “Exploring the Core Concept of Media Richness Theory : The Impact of Cue Multiplicity and Feedback Immediacy on Decision Quality,” Journal of Management Information Systems, Vol. 20, No. 1, pp. 263-299, 2003.

Kim, T. K., Yoo, S. H., Kyoung, B. P., and Lee, D. Y., “Social Network Games (SNG) to Concentrate on the Analysis of Causes,” The Journal of Digital Policy and Management, Vol. 10, No. 1, pp. 445-453, 2012.

Kim, H. C., Huh, S., and Choi, J. H., “Factors Affecting the Continuous Use Intention of Smartphone Social Network Games : With a Focus on the Value Model,” Journal of Korea Game Society, Vol. 12, No. 3, pp. 11-23, 2012.

Kim, S. S. and Son, J. Y., “Out of Dedication or Constraint? A Dual Model of Post-Adoption Phenomena and Its Empirical Test in the Context of Online Services,” MIS Quarterly, Vol. 33, No. 1, pp. 49-70, 2009.

Kim, J. Y., Jin, Y. H., and Swinney, J. L., “The Role of eTail Quality, e-Satisfaction and e-Trust in Online Loyalty Development Process,” Journal of Retailing and Consumer Services, Vol. 16, No. 4, pp. 239-247, 2009.

Kim, M. J. and Choi, Y. G., “The Role of Twitter on Online and Offline Relationship Formation,” Korean Journal of Broadcasting and Telecommunication Studies, Vol. 26, No. 1, pp. 43-82, 2012.

Kim, Y. J., “The Motivation Factors of Relationship Management in SNS : Twitter and Metoday Case,” Disertation of Master Degree, Hongik University, 2010.

Koufaris, M., “Applying the Technology Acceptance Model and Flow Theory to Online Consumer Behavior,” Information Systems Research Vol. 13, No. 2, pp. 205-223, 2002.

Kraut, R., J., Galegher, R. Fish, and Chalfonte, B., “Task Requirements and Media Choice in Collaborative Writing,” Human-Computer Interaction, Vol. 7, No. 4, pp. 375-407, 1992.

Lombard, M. and Ditton, T., “At The Heart of It All : The Concept of Presence,” Journal of Computer Mediated Communication, Vol. 3, No. 2, 1997, http://www.citeulike.org/group/1872/page/1.

Ma, M. and Agarwal, R., “Through a Glass Darkly : Information Technology Design, Identity Verification, and Knowledge Contribution in Online Communities,” Information Systems Research, Vol. 18, No. 1, pp. 42-67, 2007.

Novak, T. P., Hoffman, D. L., and Yung, Y. F., “Modeling the Flow Construct in

Online Environments : A Structural Modeling Approach,” Marketing Science, Vol. 19, No. 1, pp. 22-42, 2000.

Oliver, R. L., “A Conceptual Model of Service Quality and Service Satisfaction : Compatible Goals, Different Concept,” Advances in Service Marketing and Management, 1993.

Oliver, R. L., “Satisfaction : A Behavioral Perspective on the Consumer,” Mcgrow-Hill, 1997.

O’Neill, N., “What Exactly Are Social Games?,” Social times, 2008. 7. 31., http://socialtimes.com/social-games_b690.44. Reichheld, F. F., “The Loyalty Effect,” Boston, MA : Harvard Business School Press, 1996.

Rule The Sky Homepage, http://rts.m.nestnest.net/html/pc/etc/gameinfo.html.

Savicki, V. and Kelley, M., “Computer Mediated Communication : Gender and Group Composition,” Cyber-Psychology and Behavior, Vol. 3, No. 5, pp. 817-826, 2000.

Shen, J., “Social Comparison, Social Presence, and Enjoyment in the Acceptance of Social Shopping Websites,” Journal of Electronic Commerce Research, Vol. 13, No. 3, pp. 198-212, 2012.

Shin, D. H. and Shin, Y. J., “Why do people play social network games?,” Computers in Human Behavior, Vol. 27, pp. 852-861, 2011.

Short J., Williams, E., and Christie, B., “The Social Psychology of Telecommunications,” Wiley, Vol. 19, No. 4, pp. 451-484, 1976.

Steuer, J., “Defining Virtual Reality Dimensions Determining Telepresence,” Journal of Communication, Vol. 42, No. 4, pp. 73-93, 1992.

Suh, B. and Han, I., “Effect of Trust on Customer Acceptance of Internet Banking,” Electronic Commerce Research and Applications, Vol. 1, No. 3-4, pp. 247-263, 2002.

Suh, J. H., “Anypang users exceeds 15 million,” Korea Herald Economy, 2012. 9. 21, http://news.heraldcorp.com/view.php?ud=20120921000433&md=20120924003158_F.

Suh, K. S. and Lee, Y. E., “The Effects of Virtual Reality on Consumer Learning : an Empirical Investigation,” MIS Quarterly, Vol. 29, No. 4, pp. 673-697, 2005.

Sung, E. M. and Mayer, R. E., “Five Facets of Social Presence in Online Distance Education,” Computers in Human Behavior, Vol. 28, pp. 1738-1747, 2012.

Teeni, “Review : A Cognitive-Affective Model of Organizational Communication For Designing IT,” MIS Quarterly Vol. 25, No. 2, pp. 251-312, 2001.

Wei, C. W., Chen, N. S., and Kinshuk, “A model for social presence in online classrooms,” Education Technology Research, Vol. 60, pp. 529-545, 2012.

Werts, C. E., Linn, R. L., and Joreskog, K. G., “Intraclass Reliability Estimates : Testing Structural Assumptions,” Educational and Psychological Measurement, Vol. 34, pp. 25-33, 1973.

Whang, H. S., “Development of Social Presence Measurement of Mediated Social Interaction : A Case Study of Instant Messaging”, Journal of Communication Science, Vol. 7, No. 2, pp. 529-561, 2007.

Wikipedia, “Farmville,” Current, http://en.wikipedia.org/wiki/Farmville.

Wold, H., “Systems Under Indirect Observation Using PLS, in A Second Generation of Multivariate Analysis,” C. Fornell(Ed.), Praeger, New York, pp. 325-347, 1982.

Zhu, L., Benbasat, I., and Jiang, Z., “Let’s Shop Online Together : An Empirical Investigation of Collaborative Online Shopping Support,” Information Systems Research, Vol. 21, No. 4, pp. 872-891, 2010.

Zhu, L., Jiang, J., and Benbasat, I., “Investigating the Role of Presence in Collaborative Online Shopping,” Proceedings of the 12th Americas Conference on Information Systems, Acapulco, Mexico August 04th-06th, 2006.


Refbacks

  • There are currently no refbacks.