KOREASCHOLAR

This paper is conducted to support Korean game development companies to enter the MSNG market in China. According to preceding researches, the life-cycle of MSNG is under 3 months. Short-term of the MSNG's life-cycle raises the problems of low profits or deficit of companies managed to enter the Chinese market. Therefore, it needs to lead MSNG users to continuos use to extend the life-cycle. The plan to extend the life-cycle is likely to be a critical factor to be survived in Chinese market. The commitment is considered as the factor to make usage of MSNG longer by researchers. This paper also infers that the plan to keep MSNG user's commitment continuos develops their perceived functional value, emotional value and social value, with the reasonal, emotional and psychological point of view. We make a effort to reveal the relationships among factors through 318 data from Chinese MSNG users. Futhermore we would like to suggest that the companies consider continuos usage intention of MSNG users as the critical factor which makes a profit based on the result of this survey and propose the direction of future researches from the limit of this paper.

• Tae-Hoon Kang(Jeju National University)
• Hyoung-Gil Kim(Jeju National University)
• LanLan Kong(Jeju National University)