A Longitudinal Study of Game Perceptions from the Perspective of Yin-Yang Theory

Transcription

1 A Longitudinal Study of Game Perceptions from the Perspective of Yin-Yang Theory Eui Jun Jeong Michigan State University Abstract With the advent of ubiquitous and convergence era, games have revolutionized with the trend of network and diversification. Game users, additionally, have generalized without limitation of sex, age, and social status. Based on the Yin-Yang theory, this study investigates the change of users perceptions both negative and positive sides on games with the recent trends of game industry: generalization, diversification, and networking. Longitudinal data that are collected by nationwide interviews in Korea from 2002 to 2005 have been analyzed. The results show that positive perceptions have increased whereas negative perceptions have not changed significantly during the time. Especially males, the 20s, and middle class group show substantive changes in positive perceptions. This result implies that as the game industry develops with the recent trends game perceptions move positively among the game users, and explains that such changes are led by young and RPG/RTS users. Since the Korean game market is in its mature stage with the change of diversification and networking, the results of this study will contribute to make predictions on future phenomena in other developing countries. 1. Introduction The game industry has been rapidly developed recently with the expansion of wired and ubiquitous environments. NPD [1] reported that the video game market of the USA attained the highest purchase of $10.5B in Game industry researchers in UBS and FBR predict that the global video game market will grow continuously with the ratio of 18-32% in annual ratio of growth, owing to the advance of newgeneration game devices from 2007 [2]. Games, thus, are predicted to be one of the leading industries in the world market within 10 years time. However, compared with the industrial development, negative Dan J. Kim University of Houston Clear Lake effects of games are recently highlighted because of some incidents such as murders by game users and a game user s death from addictive gaming. Since those phenomena are regarded as effects of games on users, negative perceptions on games are seemingly diffused through people. Many of previous studies [3-8] show two different aspects of games on the users. On one hand, game researchers viewed negative effects such as game addiction [7, 8], physical or vocational problems [5] and violent behaviors [3]. On the other hand, some reported positive influences such as the improvement of self-respect in solving problems [3], forming a new social relationship [6], and the improvement of technology & skills in computers [4]. These studies focused on psychological and environmental factors that affect direct influences on users in order to show the effects with either negative or positive perspectives. Especially, due to recent reports of negative influences, socio-pathological game studies have been focused on the negative effects of games. However, since those studies accentuated direct effects of games, they have limitations in reflecting the change of game trends with the consideration of the rapid development of the game industry and transition of gaming environments. Most of all, there is no research that studies the change of game users perceptions along with the trend of game technologies and environments from a comprehensive perspective considering both negative and positive aspects. Game technologies and game-related environments including game user trends have changed rapidly since the late 1990s. Games have been traditionally regarded as entertainment tools for young boys with much spare time. However, with the development of communication & information technology and network facilities, games are no longer only for entertainment. Instead, they have been extended to applicable effects such as education, exercise, and treatment. These changes have included the transformation of the gaming environments, the diversification of game contents, the change in the social perception toward games arising from the expansion of the information /07 $ IEEE 1

2 society, and the change in the recognition of the influence of games. Considering those transitions of games with the development of game industry, this study aims to analyze the positive as well as negative impact of games on game users with the perspective of Yin-Yang theory 1. Especially this study investigates game users Yin (negative) and Yang (positive) perceptions in terms of three game technological and environmental trends (i.e., generalization, diversification, and networking) from the longitudinal perspective. This paper is organized into five sections. The next section presents the Yin-Yang theory as the background perspective and discusses some Yin and Yang game perceptions drawing from literature. The third section proposes a research model with hypotheses. Section four describes the research methodology, data collection and the results of data analysis. The final section provides discussions of the findings, implications, and limitations 2. Background & literature review 2.1. The Yin-Yang theory The Yin-Yang theory [9] is usually understood as an example of Chinese correlative cosmology, locates human flourishing within a rich and deep perspective highlighting the interrelatedness of the cosmos and human nature. The theory philosophically deals with two sides of things in universe, and focuses on the balance of the two sides. Everything in our universe is comprised of complementary equals which, when balanced and working together harmoniously reflect the perfection of the Creator and the natural rhythm of the Cosmos [10]. Yin-Yang was explained by some concepts such as qi (vital energy), xingzhi (substance). According to the explanation, there are yin-qi and yang-qi in the universe, and everything in the universe is identified as either yin-xing or yang-xing [10]. Yang is generally regarded as substances or ideas that are bright, active, and warm; Yin is thought of as objects or feelings that are shady, still and cold. So, on the one hand, key associations for Yin are expressed as feminine, night, earth, soft, moon, internal, winter, death, and small. On the other hand, essential examples for Yang are described as masculine, day, heaven, hard, sun, external, summer, birth, and large. 1 Although in general Yin-Yang theory is not regarded as a scientific theory because it is not a theory to be tested through experiment, this study use Yin-Yang theory as a philosophical theory background of the negative and positive aspects of game. The characteristic meaning of Yin is the dark side and that of Yang is the bright side. The Book of Odes (Shijing) 2 writes Yang as sunny side and Yin as shady side. Everything in the world has been explained in that way by the concept of Yin and Yang. In other words, everything can be viewed as two sides bright and dark. As the theory stresses on harmony in both sides, it provides balanced viewpoints in seeing phenomena. Therefore, from the perspective of Yin- Yang theory, it is natural to think that all phenomena have two sides perceptions and influences bright and positive (i.e., Yang); dark and negative (i.e., Ying) Yin and Yang perceptions of games From previous studies and the lens of Yin-Yang theory, the influences of games can be classified as twofold (addition and reduction of social activity) of Yin, and threefold (internal and external development, and skill & technology improvement) of Yang Yin1: Game addiction Young [8] pointed out the addictive qualities of the excessive online use by examining the similarities to other problematic behaviors. In addition to smoking, alcohol and drug addiction, compulsive shopping and gambling, all of which obviously hinder one from enjoying one s academic, social, economic, and professional life, she saw that online game addiction also shows these addictive behaviors. Griffiths [3] defined game addiction as another type of behavioral addiction in the sense that playing of games causes users to act impulsively and to lose interest in other people. In addition, symptoms of game addiction are related to other types of addiction, and when gamers attempt to stop playing, they experience physical and psycho-logical symptoms. Moreover, the interviews by Egli and Meyers [11] with youths who play games reveal that 13% of them show impulsive behaviors, whereas the study by McClure and Mears [12] on high school students also shows that 26% of their subjects spend part or all of their school allowance on games. The youths who play games excessively often lose their self-control and become impulsive. Game addiction reportedly causes physical, social, vocational, and psychological problems due to the problematic symptoms such as the loss control brought about by playing games (the loss of the ability to control), continuance to play games due to tolerance 2 The oldest collection of Chinese poetry, more than three hundred songs, odes, and hymns dating from the Zhou Dynasty ( BC) to the Spring & Autumn Period ( BC). 2

3 (tolerance), presence of withdrawal symptoms when one stops playing games (withdrawal), or compulsive dependence on games (compulsive dependency) Yin2: Reduction of social interaction and negligence of daily activity According to Glenn [13], people satisfy their desires that cannot be fulfilled in real life through games in virtual space. Sometimes, people become so immersed by such fabricated satisfaction of their desires, that they are prevented from forming and keeping normal social relationships in real life. In addition, the displacement effect of games causes people to neglect other important activities like reading, homework, exercise, and social interaction. It is assumed, therefore, that such excessive use of games can cause violent and offensive behaviors, and provoke physical problems and negative social interaction. As a result, these negative effects can prevent people from living an ordinary and normal life. Such negative influences also hinder working performance, sever human relationships, and keep them from forming a meaningful social relationship Yang1: Improvement of self-respect in solving problems Fisher & Pulos [14] maintained that computer games promoted an independent thought process and the ability to solve problems, while Holister & Peart [15] observed that games provided self-respect and incentives for learning. Furthermore, Greenfield [16] insisted that games provided educational effects, and acknowledged that games brought potential advantages in terms of developing memory, logics, hand and eye coordination, pattern recognition, drawing maps, quick decision-making, strategy building, and comparison counteraction process Yang2: Forming a new social relationship Games have become the symbol of the culture of the young generation. Provenzo [5] revealed that games formed a youth subculture, which created a unique substituted cultural space. In particular, games serve as a cultural symbol, which unites the youth because every young individual can relate, communicate, and work with such a universal symbol. Expanding this idea, Glenn [13] argued that though games cannot replace the experience of socialization with other friends, the subculture formed by games can still promote social interaction in some aspects, confirm social skills, and provide young people with a venue where they could establish social hierarchy. Selnow [6] also confirmed that games create positive influences on the socialization process of children, by showing that games function as electronic friends to alienated children Yang3: Improvement of technology & skills in computers Games are closely related to the development of technology. Therefore, this raises the possibility of building the positive influence of games on technological education. Greenfield [16] acknowledged games in his study on video games as a cultural tool and presented the possibility of conducting technology education through games. Games enable users to appreciate technology in a hitech world, to improve learning abilities through discovery, and to develop abilities and skills related to jobs that require a computer. Arthur [17] observed that playing games helped children increase their ability to utilize computers. Elgi & Meyers [11] argued that games help children to become interested in computers, and to develop intellectual capabilities later in life. Nash [4] rightfully acknowledged that games do function as a strong and effective tool for increasing people s understandings of the rapid scientific and technological changes in the world today. Johnsson [18] reported that video games could be effectively utilized for learning driving skills or military training. In addition, Getman [19] argued that games had a positive influence on learning skills and proved that simulation games like Simcity enabled children to operate many variables in a simulated environment. Other reports showed that games could also be used as materials for educational applications. Mohan [20] revealed that gaming technologies were used for various job ability trainings, including commercial and military flight simulation training programs. 3. Research model & hypotheses 3.1. Proposition This study investigates game users Yin (negative) and Yang (positive) perception changes along with the trends of game technology and environment changes (generalization, diversification and networking). We expect that personal perceptions on the Yin-Yang side of games have been changed with the transition of game trends. Thus we propose following proposition. As the trend of game technology and environment changes in terms of generalization, diversification, and networking, people s the Yin-Yang perceptions on games also have been changed. 3

4 To proof the proposition, a research model with hypotheses is developed (see Figure 1). high levels in the market shares [21, 24]. Therefore, games were diversified form hard-core games such as RPG and RTS into light-user games. We propose that: H2a/b: There will be a difference in Yin (H1a) and Yang (H1b) perceptions in terms of diversification of game genre as the trend of game technology and environment changes. Figure 1. The research model 3.2. Concepts and Hypotheses Generalization It was normally accepted that general game users were young kids with much spare time. In addition, since they play games mainly for entertainment purpose, games were thought of as an obstacle to study or work. It was also generally accepted that higheducated people with high income were less likely play games. However, this trend has reportedly changed that there could be no limitations in sex, age, and social status. Thus we can conceptualize the change as Generalization of game users, which implies that with the expansion of game users the difference of users in age, sex, income, and social class has been attenuated. With the generalization of game users, we can expect the change of game users perception on games across user demographics and socio-economic status. Thus we propose following hypotheses. H1a/b: There will be a difference in Yin (H1a) and Yang (H1b) perceptions in terms of generalization (i.e., sex, age, income, and socio-economic status) as the trend of game technology and environment changes Diversification According to datamonitor [22], the essential trend in game users is the expansion of light users. Light users usually play casual games - shortly-ended and easy games like web board games. When networked games were at the first stage, hard user games such as RPG and RTS games were the most beneficial ones in game market [21, 24]. However, as the increase of light users, board games have gained more power. From the year of 2003, game portal sites that usually service casual games, like board games, for light users ranked Networking Net-working is a big trend in the game market. In 2002, PS2 provided network services with multi-user games. X-Box also serviced X-Box Live services in Portable Consoles also changed into networking devices with PSP, NDS. With the networking functionality, video games and mobile games have been converged with online games. With the new environment of ubiquitous, online networked game users have rapidly increased without the differentiation of game platforms. These days, networked games are not regarded as a specific platform any more. These are the general concepts of games without regard to platforms. H3a/b: There will be a difference in Yin (H3a) and Yang (H3b) perceptions in terms of game platform networking as the trend of game technology and environment changes. 4. Research methodology, data collection, and analyses & results 4.1 Research methodology To test the hypotheses, this study uses a survey method to investigate the change of people s perception on games, both positive and negative influences from 2002 to 2005 when games have generalized, networked, and diversified. During the period, the game industry in Korea developed from $ 3.3B to 5.2B, and game users have expanded over 75% among all Korean population [21]. According to KGDI [21, 24], game genres have been diversified with the trend of content convergences. Especially, in the Korean game market, Internet games have gained the largest market share, and game portal sites have rapidly exploded with the expansion of light users who play games casually everyday. Video consoles have adopted network games with the device convergence since the advent of PS2 network service and X-Box Live services. Furthermore, game portal sites with various kinds of games, not only role-playing (RPG) and real time strategic simulation (RTS) games but 4

5 also board games, developed rapidly after 2002, and ranked highly in the annual revenues in the Koran game market. User trends, thus, can be summarized as three characteristics (generalization, diversification, and network) during the period Measurements - Yin and Yang perceptions Yin (negative) perceptions of games are measured by questions about the troubles in daily lives such as game-addiction, decrement of times in meeting friends, and obstacles in everyday works (see Table 1). Yang (positive) perceptions (i.e., improvement of technology & skills in computers, opportunity to meet people in cyber space, and improvement of self-respect in solving problems) are measured by questions about their self perceptions on their computer and Internet skills, frequencies of online communication with others, and self-respect. Table 1 summarizes the constructs along with measurement items. Yin Yang Table 1. Constructs and measurement items Influences of Item concepts games (each one has 1 question) No. Loss of ability to control Q7 Game addiction Tolerance Q10 Withdrawal Q9 Compulsive dependency Q8 Reduction of social Time decrease in meeting interaction & Friends Q3 negligence of daily Negligence to daily work Q1 activity Lying to people to game Q2 Technology Skill in the Internet or and skills computers Q4 Forming a new Increase of communication relationship in with others cyber space Q5 Self-respect in Problems 4.2. Data collection Improvement of self-respect to problems Korea Game Development & Promotion Institute (KGDI) has conducted Annual game user survey in Korea, for about 2 months from February to March of the year 2002 to 2005 to see the trend of Korean game users. This study used the four year survey data collected by the KGDI. Since the Korea game industry has been developed rapidly from the early 2000 s with the expansion of high-speed Internet and mobile instruments, the data from the year 2002 to 2005 would show well the trend of game users and the change of game perceptions. The surveys were conducted through person-toperson interviews in five metropolitan cities in Korea. Subjects were selected as proportionate to the ratio of population in terms of sex and age. The simple Q6 demographics (i.e., age and gender) and total number of each sample are summarized in Table 2. Table 2. Demographics (age and sex) of samples Year Sex Teens 20s 30s 40s Total M F Total - (32%) (37%) (31%) (100%) M F Total - (33%) (35%) (32%) (100%) M F Total (24%) (27%) (27%) (22%) (100%) M F Total 366 (24%) 402 (27%) 4.3. Trend of game users 400 (27%) 332 (22%) 1500 (100%) This section investigates three trends of gaming environments generalization, diversification, and networking with the longitudinal data Generalization An obvious trend of games during these years is the expansion of gamers from young boys to middle aged and women. If games are still regarded as toys for young boys, then there would be a big difference in the ratio of gamers in terms of sex, age. However, the data in this study show that there is no big discrepancy in terms of the ratio of game users across sex and age groups. The male group is over 90% (in 2002, 93.4%; in %), but the female group is around 75% ( %; %). In each age group, the teens are over 94%, and the 20s are about 85%. Furthermore, the 30s are also around 70%, and the 40s are near to 50%. There is no group that is below 60% from the teens to 30s who are main user groups, and 50% of the 40s are growing in ratio (in 2004, 47.3%; in 2005, 49.1%). The data infer that game users in Korea are in the stage of mature. Since all groups are high percentage in the ratio of gamers, all groups are already in the stage of generalization. Along with the trend of generalization, the data shows that there are no substantial discrepancies among each group of income and social class in terms of the ratio of game users. Not only low class group but also high class group is over 80%. In each class group, the low income class group is over 90%, likewise, the high income group is over 75%. In all classes, the ratio of gamers is over 80% during the 5

6 period (Low, 100% in 2002, 80.3% in 2005; Middle low, 86.4% in 2002, 88.0% in 2005; Middle, 86.9% in 2002, 84.0% in 2005;Middle high, 88.1% in 2002, 90.0% in 2005; High 100% in 2002, 89.5% in 2005) Diversification There is a variation of game genres. Whereas the ratios of the use of both RPG and RTS games are stalling in users, those of board games are rapidly increasing. The increase of the number of light users clearly causes the increase of the ratio of the board games, which they mainly play, and the growth of game portals that provide board games articulates such trends. Board game users are just 5.3% in 2002, but they grow up to 38% in 2005 (see Table 3). Table 3. The trend of main game genres by year RPG/RTS (94.7%) (68.6%) (65.9%) (62.0%) Board (5.3%) (31.4%) (34.1%) (38.0%) Total 283 (100.0%) 538 (100.0%) 636 (100.0%) 611 (100%) Networking The number of online gamers is increased. The recent game trend in users platform use is the rapid increase of online game and mobile game users. The percentage of online game use has clearly increased (see Table 4): the percentage of online game users increased from 37.4% in 2002 to 67.9% in Another significant growth is the ratio of mobile game users: 1.4% in 2002 increased to 6.6% in Contrary to these games, the users of arcade and PC stand-alone games have decreased sharply. PC standalone games have changed into PC-online games, and many arcade games have transplanted into mobile or PC-online games. Since all online games and most of mobile games are classified as networked games, and all PC stand-alone games and Arcade games are classified as non-networked games, this trend can be explained as the trend of networking. Table 4. The trend of game platforms by year Online Games 331 (37.4%) 652 (70.6%) 555 (68.5%) 549 (67.9%) Mobile Games 12 (1.4%) 32 (3.5%) 34 (4.2%) 53 (6.6%) PC Stand alone 427 (48.3%) 163 (17.7%) 147 (18.1%) 151 (18.7%) Console Games 24 (2.7%) 22 (2.4%) 42 (5.2%) 41 (5.1%) Arcade Games 90(10%) 52 (5.6%) 32 (4.0%) 15 (1.9%) Total (100.0%) (100.0%) (100.0%) (100.0%) 4.4. Data Analyses & Results Perception change in terms of generalization As the definition of generalization means, according to the recent trend, social groups by sex, age, income, and social class have no substantive differences in terms of the ratio of gaming people among all population. The data shows that Korean game users are in the mature stage in gaming throughout the groups. Based on this fact, this study analyzes the longitudinal change of perceptions by comparing the means within each specific group. From the yearly mean of perceptions by sex, in the positive perceptions (Table 5), both the male (t=2.875, p=.004) and female group (t=3.240, p=.001) show that each mean change is significant between 2002 and As seen in the table, positive perceptions are inclined to increase, but negative perceptions are not. The male group (t=-.902, p=.367) has no significant change, but the female group (t=2.649, p=.008) has substantial change in negative perception during the period. Since the perception change is evident in terms of sex, we can say that H1b is well accepted, but H1a is partially accepted. Table 5. Yearly mean of perceptions by sex Sex t** P Yang M * (Positive) F * Yin M (Negative) F * * p<.01, ** from the mean difference between 2002 and 2005 For age groups, positive perceptions show increase (see Table 6), especially in the groups of the teens (t=3.621, p=.000) and the 20s (t=3.711, p=.000) show significantly increasing. Especially the group of 20s shows the highest change from 2.64 in 2002 to 2.89 in However, the 30s and 40s in positive perceptions, and all age groups in negative perceptions are not increasing. Therefore, H1b is partially accepted, but H1a is rejected. Table 6. Yearly mean of perceptions by age group Age t** P Teens * Yang 20s * 30s s Teens Yin 20s s s

7 * p<.01, ** from the mean difference between 2002 and 2005 (In the 40s, ** difference between 2004 and 2005) From the result of income groups perceptions, all groups except for $ monthly income groups are significantly increased in positive perceptions (Below $1,000 group, t=2.433, p=.018; $3,000-3,999 group, t=3.993, p=.000; $4,000-4,999, t=3.091, p=.002; $over 5,000, t=2.572, p=.011). However, none are significantly changed in negative perceptions. So, H1b can be partially accepted in terms of income. However, in opposite side, H1a is rejected in terms of income. Class groups also have similar patterns with previous groups. Positive perceptions have increased during the period in three groups (Middle low group, t=2.414, p=.016; Middle group, t=2.331, p=.020; Middle high group, t=4.042, p=.000). However, none in negative perceptions show significant changes Perception change in terms of diversification and networking RPG/RTS are traditionally hard-core games in Korea. Board games such as chess, oriental chess, and puzzle games have been popular in off-line board games. So, the increase of board game users means the expansion of game users from hard-core to light users. Since electronic board game users in 2002 is very few (15 people), this study analyzes them from For the board game users, positive perceptions have increased from 2003 to 2005 (Table 7). Likewise, RPG/RTS users positive perceptions have also changed better from 2.89 in 2003 to 3.12 in However, in negative perceptions, both genres are not changed. Therefore, H2b is accepted, but H2a is not accepted. Table 7. Yearly mean of perceptions by genres Genre t*** P Yang RPG/RTS ** Board * Yin RPG/RTS Board * p<.05, ** p<.01, ***difference between 2003 and 2005 Perceptions by platforms show the similar patterns (Table 8). Positive perceptions have significantly increased in online (t=2.639, p=.007), mobiles (t=2.033, p=.046). Since most game platforms except for arcade games have been converged into network games since 2000s, the results reflect such a trend. However, in negative perceptions, most platforms are not significantly changed except PC SA. Therefore, H3b can be accepted, but H3a is rejected in terms of networking. Table 8. Yearly perception means by game platforms Platform t*** P Online * * Mobile * Yang.000* PC SA * Console * * Arcade Online Mobile Yin PC SA * Console Arcade * p<.05, ** p<.01, ***difference between 2002 and Post Hoc Analyses Although the previous results prove hypotheses, there need three points of further analyses for the explanation of such results. First of all, generalization is not well adapted in the situation of Korean market in its original meaning. From the definition, generalization can be found well in the market that is in the process of user increase throughout the whole age groups. However, Korean game market is already in its mature stage from 2002 without regard to ages from the teens to 30s. Although there is an increase in the group of the 40s, there could be another increase of game users in the age group of the 50s or 60s, but this paper cannot show it since the data are mainly from the teens to 30s. Therefore, for the explanation of perception change, it is necessary to analyze and compare the total means of perceptions during the period. This could explain the whole change of perceptions considering generalization in the situation of Korean market. Secondly, since Korean game market is not perfectly adapted into the actual definition of generalization, it is necessary to compare perceptions between game users (experience group) and non-users (non-experience group). This could explain general change of game perceptions among people during the period, and give hints for the explanation of the increase of positive perceptions in terms of generalization. Lastly, the analysis of perceptions according to the change patterns of young users is needed for further explanation of the previous result. We could find the diversification and networking from the data, and see the change of positive perceptions among game users especially in young groups of the teens and 20s. However, we cannot explain the change of young users in positive perceptions in terms of generalization since 7

8 they are already saturated groups. Therefore, further analyses to see the changes of perceptions in the young users in terms of diversification (user patterns) are necessary for the explanation of the result Change of total mean of perceptions First of all, the yearly total mean of perceptions show that positive perceptions have been significantly increased among game users (Table 9). From 2002 to 2005, the age group of the teens to 30s shows there is very significant change (t=5.114, p=.000). Likewise, from 2004 to 2005, the age group of the teens to 40s shows a significant change (t=2.250, p=.025) in positive game perceptions. However, there is no significant change in negative perceptions during the period. This result supports the previous explanation that H1b is accepted, but H1a is not accepted. Table 9. Yearly total mean of perceptions Group t*** p Yang 10-30s * * 10-40s * Yin 10-30s s * p<.05, **p<.01, *** difference between 2002 and 2005 (In the 40s, *** difference between 2004 and 2005) Change of generic perception in terms of game experience The increase of absolute number of game users means the increase of people who recently experienced a game. Therefore, we can assume that there will be a difference in perception on games between two groups game experienced and non-experienced people. In addition, there could be an interesting change in each group between 2002 and However, since the indicators for positive and negative perceptions are just for game experienced people, this paper use the question on generic perception for the comparison how do you think of games? The generic perception is for the mean comparison between game experienced and non-experienced people. Generic perception is measured by 5-scale from 1 (very harmful) to 5 (very helpful). Since there is no question on generic perception in 2002 survey, this study compared means from 2003 to 2005 (Table 10). Results indicate that both the groups have significant differences between the mean of generic perception in 2003 and that of 2005 (experience group t=7.373, p=.000; non-experience group t=-3.264, p=.001). Interesting finding is that the generic perception for the game experienced people is increased, but that of non-experienced is decreased significantly. Table 10. Yearly mean of generic perception t** p Yes * Experience No * * p<.01, ** from the mean difference between 2003 and Change of perceptions in terms of age and user patterns Game users are classified with various genres. Especially, in terms of diversification, board game users gain high rate as proportionate as main genres of RPG/RTS. In the group of the 20s, the ratio of board game users are about 28% in numbers in 2002, but the ratio grows up to 38% in 2005 (Table 11). Although young users are still higher in the number of RPG/RTS users, board game users exceed RPG/RTS users in numbers in old-age groups of over 30s. In the users of the 40s, board game users are 4 times more than those of the other genre. Table 11. Yearly user number & ratio of main genres Age Genre RPG/RTS 142 (72.1%) 158 (73.1%) 147(75.8%) Teens Board 55 (27.9%) 58 (26.9%) 47 (24.2%) Total 197(100%) 216 (100%) 194 (100%) RPG/RTS 153 (72.2%) 167 (68.7%) 143(61.9%) 20s Board 59 (27.8%) 76 (31.3%) 88 (38.1%) Total 212 (100%) 243 (100%) 231 (100%) RPG/RTS 74 (57.4%) 94 (53.1%) 89 (47.8%) 30s Board 55 (42.6%) 83 (46.9%) 97 (52.2%) Total 129 (100%) 177 (100%) 186 (100%) RPG/RTS - 31 (37.3%) 15 (17.2%) 40s Board - 52 (62.7%) 72 (82.8%) Total - 83 (100%) 87 (100%) Young game users in their teens and 20s have led the increase of positive perceptions, and other age groups show no significant change in perceptions. However, in terms of user patterns, the two age groups showed different aspects. To explain the differences, another post hoc analysis was conducted to compare the means of positive perceptions in terms of user patterns and age (Table 12). The results explain that the increase of board game users do not affect the change of positive perceptions (The teens, t=2.896, p=.372; 20s, t=.129, p=.898). Instead, RPG/RTS users show the significant increase of positive perceptions between 2003 and 2005 (The teens, t=2.008, p=.046; 20s, t=2.970, p=.003). From the result, we can say that the improvement of perceptions is mainly caused by the increase of positive perceptions in RPG/RTS user groups both in the two young age groups. Table 12. Yearly perception mean by user patterns Age Types t*** p Teens RPG/RTS * 8

9 Board RPG/RTS ** 20s Board * p<.05, **p<.01, *** difference between 2003 and Discussion and Implications With the expansion of the Internet and mobile environment, games have become networked and game users are generalized across different age group. In addition, casual games, especially board games, have become one of the main genres that game users usually play. Based on such trends, this paper tried to see the perception changes on games with the longitudinal data from the year 2002 to Below are the major findings of the study. - With the trend of game users of generalization, diversification, and networking, the perception of game users have changed. However, only Yang (positive) perceptions have increased; Yin (negative) perceptions are neither increased nor decreased. - The increase of positive perceptions is led by young user groups in their teens or 20s without regard to using genres. In both RPG or RTS and board game user groups, positive perceptions have increased significantly. Network game users have increased to the largest group among game platforms, and their game perceptions have increased in the positive direction. - Young user groups show significant increase in positive perceptions, and game user group has more positive generic perceptions that non-user group does. However, perceptions among older groups in their 30s or 40s are not changed in neither negative nor positive directions. - The classification from RPG/RTS to board games is led by old age groups. Especially in the user groups of over 30s, the number of board game users exceeds that of RPG/RTS games. However, such a change of user patterns does not have an influence on the change of game perceptions. Instead, the users of the traditional main genres, RPG/RTS, in their teens and 20s are leading the increase of positive perceptions. From the above findings, some implications are identified. First, there is distinctive classification of game user groups with the increase of game users into two groups light and heavy users. Light users usually play board games for a short time, but heavy users play RPG or RTS for a longer time than the light users. With the expansion of diversification and networking trends, the classification is enhanced especially among old age groups over 30s, but the change is also shown in young user groups in their 20s. Such a classification is clear in demographic variables age: in old-age groups over 30s, board game users exceed RPG/RTS users in number. This implies the classification of game market for the two target user groups considering age. This is evident in the industrial trend in Korean game market in that game portal sites for light user groups show rapid growth from the year Especially, from the demographic perspective, there should be a different marketing strategy. Second, as game users expand with the trends of diversification and networking, game perceptions is improved positively. As the upper finding shows, game user group shows higher positive perceptions than non-user groups. This facts shows the possibility that game user expansion induce the improvement of game perceptions. From the result of this paper, we cannot say that only the generalization alone can induce the increase of positive perceptions; there could be other important factors such as networking and diversification. Once game users expand with two factors (i.e., networking and diversification), positive perception on games could be improved. Last, the expansion of positive perceptions on games explains the applicability of games to other areas. Games have been applied to new areas such as education, exercise, and therapy in various platforms. In addition, networking games prove that games could be a good way to enhance participation and involvement, while game devices could provide both accessibility and convenience. Therefore, as the trend of networking and diversification varies, game-applied education, exercise programs with interactive games, and health programs could be developed, and those application will enhance the positive perceptions on games. This paper is meaningful in that it is the first research that ascertains game user trends with longitudinal data. In addition, with the Yin-Yang theory, this paper focuses on game perceptions by viewing both negative and positive aspects, and shows the increase of positive perceptions among game users with the different aspects in terms of age. Especially this paper provides game users classification, which could be a good guidance for future game markets. As the Korean game market is one of the advanced markets, the results from the market data could be used as a milestone to seeing the future phenomena of global game market. However, the study has some limitations. First, the situation of Korean game market is not general case because the generalization of game users is almost completed in Korean market. So, for the investigation 9

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