線上遊戲點數之消費行為研究 -以英雄聯盟為例

Consumer Behavior of Online Game Purchase - league of legends

郭伊瑄(Yi-Hsuan Kuo)

指導教授 ： 曾忠蕙

淡江大學/商管學院/國際企業學系碩士班/碩士(2016年)

https://doi.org/10.6846/TKU.2016.00444

摘要

隨著網際網路快速發展，線上遊戲在網際網路中也占有一席之位，在2012年，台灣隊伍贏得英雄聯盟世界冠軍，更是帶動了台灣一股英雄聯盟的熱潮，進而達成大量遊戲商機。

本研究以英雄聯盟為例，探討遊戲點數卡之產品價格、個人特質-知覺樂趣性、人口統計變數對知覺品質與購買行為/意願之影響。

本研究回收之有效樣本數共1004份，並以SPSS作為統計分析工具，來檢驗本研究之架構與假說。研究結果發現當個人特質-知覺樂趣性越高與時，會正向影響知覺品質與購買行為/意願；不同年齡的使用者與知覺品質有顯著正向影響。

關鍵字

產品價格 ； 個人特質-知覺樂趣性 ； 人口統計變數 ； 知覺品質 ； 購買意願 ； 購買行為

並列摘要

With the internet is developing fast, On-line game has its an important place around the world now. According as Taiwan team won the championship of League of Legends in 2012, even more League of Legends has gained widespread popularity everywhere in Taiwan. Therefore, it also brought a lot of commercial opportunity.

Take League of Legends as a study. To investigate the prices of products of Online-game point cards, the Personal Qualities - Perceived Playfulness the Demographic Variables for the Perceived Quality and the influence of the Purchase Intention / Behavior.

We have collected 1004 copies of valid surveys of the study of League of Legends. Beside, we use SPSS as a Statistical Analysis tool to examine the structure and hypothesis verification of the study of League of Legends. The found result of the study showed us the higher Personal Qualities - Perceived Playfulness, the more positive influence of the Purchase Intention/Behavior. Therefore, there are obviously positive influences between the different age and the Perceived Quality.

並列關鍵字

Product Price ； Personal Qualities-Perceived Playfulness ； Demographic Variables ； Perceived Quality ； Purchase Intention ； Purchase Behavior

參考文獻

陳威江、藍淑娟、呂文琴（2007）。《線上遊戲之消費分析》。大漢學報。

邱筠惠（2009）。《不同付費方式下線上遊戲消費者行為之研究》。未出版碩士論文，國立交通大學管理科學系所。

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