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Thepurposeofthisresearchistofindthespecificstructurewithfactorsthataffectonline gameusers’positivewordofmouth(WOM)foronlinegamecompaniestomaintainexistingand newusers.Inpreviousstudiestheinfluenceofcharacteristicsofonlinegamesandattributesof usersonintentiontoplayonlinegamesismainlyfocusedon.Howeveronlinegamesareproducts withcommunicationonnetwork,sothatcriticalmassthroughdiffusionaswelastheuseof productbyindividualconsumersisimportantissues.Therefore,itisnecessarytoconsider networkexternalityeffectthatthemorevaluecanbeobtainedbymoregameusers.Theauthors verifiedthattheinfluenceofthevariableslikesocialmassandcriticalmass,affectingconsumers’ attitudeandWOM.Accordingtotheresearchresults,socialnorm andcriticalmasshave significantinfluenceonpositiveattitudeandWOM intentionforonlinegames.Anotherresults verifiedthatsocialnormandusers’attitudeaffectpositiveWOM intentiondirectly.Theseresults suggestmanagerialimplicationregardingsocialnormandcriticalmasstoonlinegamecompanies thatdesireforWOM togetmoreonlinegameusers. ■ keyword : Word of Mouth Social Norm Critical Mass Online Game  :2014 03 31  :2014 04 14  :2014 04 15  :,e-mail:marketing@kangwon.ac.kr  '14 Vol. 14 No. 4 356

The influence of Social Norm and Critical Mass on Online Game User's Word of Mouth