The Study of the Relationship between Virtual Game Props Business Model and Customer Loyalty

Yu, Yi-Lin

《國際數位媒體設計學刊》 10卷1期 (2018/06) Pp. 1-8

https://doi.org/10.29465/IJDMD.201806_10(1).0001

摘要

In Digital Content Industry Development and Assistance Project (DCDA), the government promotes digital game industry to create value in intellectual economy. Relevant subjects have become research directions of many academic fields. There are a variety of issues in digital game industry, such as game design, game industry analysis, game rating regulations, game consumption patterns, customer relationship, internet café, and game violence, etc. In fact, it is important for game developers to maintain players game loyalty, since players equal to their consumers and source of benefit. The purpose of this research is proposing a theory to verify the influence of virtual props trading sites to game loyalty of players. The objects of sampling aim at users who are actually engaged in online games props trading sites. A survey of 459 game players in Taiwan was conducted; research results were generated through the use of descriptive analysis, reliability analysis, correlation analysis, and T-test analysis. The framework of this research can be used to analyze the more involvement degree of virtual props sites, the additional of consumers' game loyalty. The results of this study showed that the higher involvement degree for virtual props has significant impact on the customers' loyalty.

關鍵字

Online games ； Customers' loyalty ； Degree of involvement ； Virtual props trading site ； Business model

參考文獻

Calder, Bobby & Isaac, Mathew & Malthouse, Edward. (2015). How to Capture Consumer Experiences: A Context-Specific Approach to Measuring Engagement: Predicting Consumer Behavior Across Qualitatively Different Experiences. Journal of Advertising Research. 56. 10.2501/JAR-2015-028.

Armstrong, A,G., & Hagel, J. (1996). The Real Value of Online Community. Harvard Business Review, Vol. 74, Iss. 3, pp.134-140.

Babbie, E. (1990). Survey research methods (2nd ed). CA: Belmont Wadsworth.

Bowen, J, T., & Chen, S, L. (2001). The relationship between customer loyalty and customer satisfaction. International Journal of Contemporary Hospitality. Vol,13. Pp: 213-217.

Bowman & Willis (2003). We Media: How audiences are shaping the future of news and information. The Media Center at the American Press Institute.