User Behavior Analysis(UBA) of a MMORPG Game Based on the Flow Theory : Reflecting on Factors Learned from a Two-Stage Least Squares Regression Model

Abstract

In this study, by analyzing cross-sectional online game data, it is aimed to examine how users get influenced on their behaviors and how each factor affects each other based on the Flow Theory. In order to understand this purpose, basic information and recent studies on the Flow theory are fully covered. Next, few interesting analyses on users behaviors with selected variables are studied reflecting on factors learned from a two-stage least squares regression model. Since a number of studies related to the Flow Theory were mainly done with primary data, finally, research achievements of this study is included with its controversial limitations and further research ideas.