近年來,由於寬頻網路時代的來臨以及資訊科技的進步,造成線上遊戲產業迅速蓬勃發展,且在市場機制的運作下,整個線上遊戲產業也有了初步的整合。在學術研究的議題方面,在過去對於關係行銷之研究中,卻尚未將關係行銷運用於線上遊戲產業上。因此,本研究以KMV模型為基礎,配合線上遊戲產業之特性,建構一個適用於分析台灣線上遊戲產業關係行銷模型之架構。 本研究將問卷置於國內兩大遊戲網站「巴哈姆特」與「遊戲基地」的首頁,經判斷抽樣後,回收有效問卷共計282份,運用線性結構模式及界定搜尋程序,對本研究所建構之關係行銷模型進行實證分析。結論分析出台灣線上遊戲產業之關係行銷模式,其主要的前因變項為「關係終止成本」「遊戲的內容」、「網路安全性」與「系統穩定性」,分別會對關鍵中介變項「關係承諾」、「信任」與「整體滿意度」產生連結,最後對結果變項「未來行為意圖」產生影響。
Recently, because of the advent of broadband network era and the progress of IT, the said situations cause the prevalent development of on-line game industries. Also, under the operation of market mechanisms, the overall on-line game industries start their initial integration. About the issues of academic research, within the past scientific researches about relationship marketing, there is no scientific researches about relationship marketing applied to on-line game industries Therefore, this research adopts the KMV model as a foundation and matches the characteristics of on-line game industries. We create the structure suitable to analyze the relationship marketing for on-line game industries in Taiwan. This research posts questionnaires on the homepages of 2 major on-line game websites “Bahamut” and “Game Base” locally. After sampling judgment, there are totally 282 valid replies received. By using AMOS and the Specification search procedures, we make the experimental analysis on the Relationship marketing model created by this research. From the analysis conclusion for on-line game industries in Taiwan, the main factor variables are “the relationship termination costs”, “game content”, “network security” and “system stability”. We separately make linkage to the critical mediator variables like “relationship commitment”, “trust” and “overall satisfaction”. Finally, we analyze the influence on result variable – “future behavior intention”.