大台北地區中學生線上遊戲涉入研究

A Research of On-Line Game Purchase Involvement Based on High School Student in Taipei Metropolitan Area

廖佩珊(Pei-San Liao) ； 鄭景仁(Ted Cheng)

《智慧科技與應用統計學報》 2卷2期 (2004/12) Pp. 73-101

https://doi.org/10.29807/JTITAS.200412.0005

摘要

本研究係利用配額比例抽樣法在大台北地區有玩線上遊戲的中等學校在校生中抽取435名學生做問卷調查。目的在於了解不同涉入程度族群之生活型態及消費特性。過程中以性別及就學階段為控制特徵，利用描述性統計、卡方檢定、因素分析、集群分析及對應分析等分析所得資料。研究結果包含：(l)消費行為與生活型態皆在性別間及就學階段間有顯著差異。(2)購買涉入在就學階段間有顯著差異。(3)線上遊戲消費行為與購買涉入間的相關略高於與人口統計及與生活型態間的相關。(4)生活型態與涉入程度間具有中度之相關。

關鍵字

線上遊戲 ； 購買涉入 ； 生活型態 ； 對應分析

並列摘要

In order to characterize the life style and on line game behaviour among different purchase involvement teenagers, questionnaire survey between gender and among educational stages had been conducted on middle school player in Taipei area during spring 2002. Responses of 435 students selected by Quota Proportional Sampling were statistically analysed with descriptive statistics, chi square test, Factor Analysis, Cluster Analysis and Correspondence Analysis. The result includes: (1) Lifestyle and on line game behaviour are significantly different between gender and among educational stages. (2) On line game purchase involvement are significantly different among educational stages. (3) Correlation between consumer behaviour and purchase involvement are higher than those between consumer behaviour and demographic variables as well as those between consumer behaviour and life style. (4) Purchase involvement and lifestyle are moderately correlated.

並列關鍵字

Online game ； Purchase involvement ； Lifestyle ； Correspondence analysis