A Research of Factors Affecting Intention to Purchase Itmes of Mobile Social Network Games in Korea : Mainly with ‘scoring Type Of’ Social Network Games

s Many types of business are rapidly growing in a social network service market. Social network could achieve brisk growth due to social network game (SNG). As users of SNG increase substantially, people are paying attention to profits making from users’ game item purchases. Thus, this research examines what make SNG users purchase items. First, we selected flow as antecedent of item purchase intention through reference research and divided factors affecting the flow into personal influences, social relations and social influences. We advanced research hypotheses after choosing enjoyment and competence as personal influence variables, social interaction and self-presentation as social relation variables and social norms and perceived critical mass as social influence variable. Key word: Social network game (SNG), personal influence, social relationship, social influence, Purchase intention, Flow