虛擬經驗對顧客忠誠度的影響：以大型多人線上角色扮演遊戲為例

本研究探討大型多人線上角色扮演遊戲玩家的虛擬經驗對顧客忠誠度的影響，並探究虛擬經驗與顧客忠誠度在不同人口變項中的差異。本研究採網路問卷進行調查，應用因素分析、差異分析、相關分析與迴歸分析後，提出線上角色扮演遊戲之虛擬經驗包含：遊戲娛樂、遊戲沉浸、遊戲美感、虛擬社群、虛擬商城等五項。另顧客忠誠度分為行為忠誠與態度忠誠等兩項。文中提出線上角色扮演遊戲的虛擬經驗可正向預測顧客忠誠度，並以遊戲沉浸、遊戲美感與虛擬商城經驗最具影響力。而男性玩家較女性玩家更重視線上角色扮演遊戲中的虛擬經驗，對於遊戲也較女性玩家具有忠誠度。

關鍵字

虛擬經驗；線上遊戲；顧客忠誠度

並列摘要

The purpose of the present study was to investigate players' virtual experience gained from massive multi-player online role-playing games, and analyze the influence of virtual experience on player's customer loyalties. In addition, this study also examined whether players' demographic variables would cause significant differences in their virtual experience and customer loyalties. The survey was conducted on the Internet, with 461 valid participants. The analysis methods used in this study included: factor analysis, t test, ANOVA, and simultaneous regression. The results of this study showed that the virtual experience in online role-playing games consists of five types, namely game entertainment, game immersion, game aesthetics, virtual community, and virtual shopping. Customer loyalties were composed of two indicators: behavioral loyalty and attitudinal loyalty. Results also indicated that players' virtual experience in online role-playing game can positively predict their customer loyalties. Among these, game immersion, game aesthetics and virtual shopping were identified as the most influential of virtual experience factors on customer loyalty. In addition, it was found that male players paid more attention to virtual experiences in online role-playing games than females. Male players also expressed more customer loyalty than females.