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.

ABSTRACT
 1. 서론
 2. 문헌 고찰 및 가설 설정
 3. 연구 방법
 4. 연구 결과
  4.1 응답자 특성
  4.2 연구모형 검증
  4.3 습관의 조절효과 검증
 5. 결론
 감사의 글
 참고문헌

• 최윤정(Department of Textiles, Merchandising and Fashion Design, Seoul National University) | Yun Jung Choi Correspondence to