電視遊樂器購買意圖之研究-以專屬陷入的觀點

The study of Purchase Intention of TV Game Player From exclusively holding perspective

林嘉儒(Jia-Ru Lin)

指導教授 ： 黃曼琴

淡江大學/管理學院/管理科學研究所企業經營碩士在職專班/碩士(2008年)

https://doi.org/10.6846/TKU.2008.00363

摘要

自從1983年Nintendo公司推出俗稱任天堂紅白機的家用電視遊樂器以來，這個產業便蓬勃發展，而國內有關電視遊樂器的相關研究並不多，多偏重於消費者採購行為，探討吸引如何消費者，而如何留住舊顧客則較缺乏；另電視遊樂器屬於高專屬性產品，因此本研究從專屬陷入之觀點，試圖找出可建立與提升遊樂器消費者與遊樂器之專屬陷入關係的因素。藉由文獻的整理，本研究以「知覺品質」、「人格特質」、「新產品屬性」、「促銷方案」等4個變數代表建立專屬陷入之內涵，本研究推論消費者將透過這4個變數去建立或提升與遊樂器之專屬陷入關係。在實證方面，本研究選擇以家用電視遊樂器為研究產業，並且以市場上3大品牌Nintendo、Sony與Microsoft的購買者為研究對象，再藉由因素分析、相關分析與迴歸分析來驗證本研究所推論的專屬陷入關係形成之模型。本研究發現電視遊樂器消費者對於電視遊樂器之知覺品質、產品硬體效能、摸彩促銷等，與專屬陷入之間有明顯的正向關係存在；消費者人格特質則不論保守與積極型，均與專屬陷入不存在明顯關係；專屬陷入與購買意圖則有明顯的正向關係；另電視遊樂器消費者對於加值包與降價促銷、新產品屬性偏向操作便利等項目，與購買意圖具有正向關係。藉由研究的結果，若是電視遊樂器品牌廠商希望讓舊消費者再次上門，可以採取包括提高產品硬體效能、推出具競爭優勢或外型品質佳的新產品、提升售後服務、舉辦舊機換新機促銷、擁有舊機者可額外摸彩、持續推出知名遊戲系列續作、提供VIP會員新遊戲網路優先下載試玩等策略，以留住舊消費者；而對於開發首次購買者，則可朝加值包與降價促銷、推出操作便利之新產品，以吸引他們購買。

關鍵字

遊樂器 ； 專屬陷入 ； 知覺品質 ； 新產品屬性 ； 人格特質 ； 促銷

並列摘要

TV game business of the world has been dynamically flourished ever since Nintendo marketed FC (Family Computer) in 1983. In Taiwan, few theses focused on related topics, and those published ones laid particular stress on purchasing behavior so as to attract more consumers instead of grasping returning customers’ state of mind. In addition, due to TV game was a high proprietary product, from exclusive holding viewpoint, this research tried to find out factors which built up and promoted exclusive holding relations between consumers and TV game players. In this paper, four variables which were perceived quality, personality characteristics, product attributes, and promotions represented intension of building up exclusive holding. The research inferred that consumers would build up and promote exclusive holding relations with TV game players through these variables. In practical studies, the author employed TV game players as research industries, and chose products from Nintendo, Sony and Microsoft as research objects. Further, the author attempted to test and verify exclusive holding relation models through factor analysis, correlation analysis and regression analysis. After research, it was found that there existed obvious positive exclusive holding relation between consumers and TV game players in aspects such as perceived quality, hardware effect of products and raffles or promotions. Consumers’ personality characteristics, conservative or progressive, had no clear relation instead. Exclusive holding behavior had close connection with consumers’ purchase intention while they were also deeply concerned about bonus packs, sales and operational convenience.Therefore, with this research, manufacturers of TV game players could employ improvement policies to keep returning customers, such as promotion of hardware efficiency and after-sale service, marketing new products with competitiveness and good quality, VIP access and so forth. For new buyers, manufacturers could attract them by designing new strategies of bonus packs or sales and marketing more operation-friendly apparatuses.

並列關鍵字

TV game players ； exclusive holding ； perceived quality ； product attributes ； personality characteristics ； promotions

參考文獻

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