모바일 앱의 성공 요인에 대한 실증 연구: 모바일 게임의 사용자 유지와 유료화를 중심으로

학위논문 (박사)-- 서울대학교 대학원 : 경영대학 경영학과, 2018. 2. 유병준.and (3) the balance of skill and challenge. The essay also investigates the impact of competition as an important source of challenge. The empirical result shows that challenge and the balance have significantly positive impacts on IAP consumption. Skill does not show a significant effect on IAP consumption. Competition also has noticeable positive impact on IAP consumption. The dissertation research makes key contributions to the IS literature by highlighting two key managerially and theoretically important findings related to mobile gaming apps: (1) hedonic gratification and social gratification are key drivers of high retention probability and (2) the levels of challenge, the balance of skill and challenge, and competition are substantial factors to increasing IAP consumption. It is also expected that the finding will contribute for business practitioners to provide effective ways for extending user retention and effective monetization in mobile gaming apps.The market growth of mobile applications (app) is remarkable, as they are becoming more important to the global economy. Among the various categories of mobile apps, mobile gaming apps have an enormous number of users and earn high revenue. Many new games are released and then disappear quickly, and mobile game users do not stick with particular games for long. Thus, business practitioners mainly focus on user acquisition, retention, and monetization, because those factors are essential for long-term profitability. Mobile gaming also gains plenty of attention for academic researchers, but there is still limited understanding of the drivers of retention and monetization, and the business implications. Regarding this lack of knowledge, this research aims to make a contribution for academic researchers, as well as business practitioners, to capture the motivators on user retention and purchasing behaviors in mobile gaming apps by analyzing a large-scale game log dataset. The research is organized into two related and distinct studies. The first essay empirically investigates key factors influencing user retention in mobile gaming apps based on the uses and gratifications theory. This theory explains why people decide to continuously use a certain app among many alternative apps to satisfy their different needs. This essay focuses on three categorizes of gratifications - (1) hedonic gratification(2) utilitarian gratificationand (3) social gratification - based on the key tenets of the uses and gratifications theory. The empirical results of duration analysis show that hedonic gratification and social gratification have significant positive impacts on user retention, but the effect of utilitarian gratification is significantly negative on user retention in the mobile gaming app. The second essay empirically investigates key factors of in-app-purchase (IAP) consumption, one monetization method, using the key tenets of flow theory. The key tenets are: (1) skill(2) challenge1.Introduction 1 1.1.Research Background and Motivation 1 1.2.Research Goals and Research Questions 3 1.3.Overview of Essays 4 1.3.1.Essay #1: Key Factors Influencing User Retention in Mobile Applications 4 1.3.2.Essay #2: Key Motivators of In-App-Purchase Consumption in Mobile Applications 5 2.Key Factors Influencing User Retention in Mobile Applications 7 2.1.Introduction 7 2.2 Literature Review 9 2.3.Hypotheses Development 15 2.4.Research Methodology 19 2.4.1.Data 19 2.4.2.Analysis Model 32 2.5.Analysis Results and Discussion 34 2.6.Conclusion 41 3.Key Motivators of In-App-Purchase Consumption in Mobile Applications 43 3.1.Introduction 43 3.2.Hypotheses Development 45 3.3.Research Methodology 52 3.3.1.Data 52 3.3.2.Analysis Model 60 3.4.Analysis Results 61 3.4.1.Model-Free Evidence of Effect by Challenge with Competition 61 3.4.2.Empirical Results of Model Ⅰ 64 3.4.3.Empirical Results of Model Ⅱ 65 3.5.Robustness Check 67 3.6.Discussion and Conclusion 68 References 70 Appendix 86 초록 89Docto

Comparative study of physical therapy between the Oriental and the Western medicine

보건학과/석사[한글] 이 연구의 목적은 현재 시행되고 있는 양·한방 물리치료의 특성을 파악하고, 이들 특성에 따른 양·한방 물리치료의 차이점을 구명하며, 이들의 차이점이 존재한다면 이러한 차이가 과연 어떤 요인과 관련이 있는지 알아보고자 하는 것이었다. 연구대상은 1995년 대한병원협회에 등록된 전국의 양방병원 66개 기관, 한방병원 34개 기관 총 101개 기관을 층화표집 방법으로 표본 추출하여 각 기관의 물리치료실장에게 의뢰, 설문요원이 직접방문하여 조사하였다. 연구변수로는 양·한방물리치료에 따른 치료인력, 치료환경, 치료특성에 관한 변수들이었고 이들 변수를 단일변량 분석방법을 사용하여 다음과 같은 결론을 얻었다. 1. 치료인력적 특성을 비교한 결과 치료사수, 치료사종류, 치료 프로그램 계획자, 치료 의뢰자에서 통계학적으로 유의하게 관련이 있었다. 2. 치료환경적 특성을 비교한 결과 치료실 크기와 해당과에서 통계학적으로 유의하게 관련이 있었다 3. 치료실시 여부를 비교한 결과 총 33개 치료항목 중에 14개 치료항목(42.4%)에서 통계학적으로 유의한 차이가 있었다. 4. 치료 후 수가청구방법을 비교한 결과 총33개 치료항목중에 23개(70.0%) 치료항목에서 유의하게 관련이 있었고, 이 중에서 법적 의료보험 청구가능 치료항목은 23개중에서 18개(78.2%) 치료항목이 있다. 5. 치료방법적 특성을 비교한 결과 치료점 1, 치료점 2, 접목 여부, 접목 치료항목에서 유의하게 관련이 있었다. 이상의 결과로 보아 양방의료기관의 표본수가 전국의 11%로 대표성이 떨어지는 것과 양·한방의료기관을 서로 비교하기에 형평성이 떨어지는 제한점에도 불구하고, 전국적으로 양·한방물리치료의 실태를 비교하여 정책적으로 반영할 수 있는 자료제공과 앞으로의 양·한방물리치료의 접목을 활성화하는데 이 연구의 의의가 있다고 본다. 앞으로 제도적인 뒷받침을 통해 양·한방 물리치료 접목의 과학화를 밝히는 깊이 있는 연구가 시도되어야 할 것이다. [영문] The objective of this study was to investigate characteristics in physical therapy according to the oriental and the western medicine, to ascertain differences between the western and the oriental physical therapy, and to identify, if so, what factors are responsible for the difference. Questionnaires were referred to 101 chiefs of physical therapy departments of 66 hospitals of western medicine and 35 hospitals of oriental medicine registered in the Korean Hospital Association in 1995. For the test of statistical significance, Chisqure analysis was used to compare charateristics of therapeutic members, therapeutic environments, and therapeutic techniques between the two groups. The results were as follows; 1. For Therapeutic members, significant indicators related to difference of the two groups were number of therapist, kind of therapist, programmer of physical therapy and referer to physical therapy. 2. For Theapeutic environment, significant indicator related to difference of the two groups were the size of therapeutic room and the respective department. 3. There were statistically significant difference between the two groups regarding whether the treatment was carried out or not in 14 cases of treatment (42.4%), and whether the cost of treatment was requested by medical insurance or not in 23 cases of treatment (70.0%). 4. For Theapeutic technique, significant indicators related in difference of two groups were 1 point of treatment, 2 point of treatment, integration, number of integrated treatment. The results obtained in this study suggest the difference of physical therapy between the oriental and the western medicine and the possibility of integrating physical therapy of the Oriental and the Western medicine. Further prospective research is necessary to scientifically integrate the physical therapies of the oriental and the western medicine through improvement of present medical system.restrictio