以沉浸經驗觀點探討入口網站遊戲之消費意願

在全球化、科技化、虛擬化的趨勢下，使用網路的頻率佔據現代人時間的比例逐漸增加，消費者跨虛實世界生活的型態正在成形，也因此造就更多網路應用與新興商業服務模式的發展；加上現代人生活形態的改變所影響，從工作邁入休閒的經濟觀逐漸成為主流。讓消費者在消費過程中產生愉快的購物感受，並產生正向的消費意願是網站經營者所關切的議題。因此本研究提出了研究架構，根據學者Csikszentmihalyi (1975)所提出的沉浸理論(Flow theory)，延伸至電腦中介環境，探討入口網站遊戲沉浸經驗，可能導致的回應結果，進而了解顧客在網路上消費之享樂性動機和功利性動機。本研究探討「入口網站-遊戲」玩家，透過「網站特性」進入網路「沉浸」的體驗，並探索「顧客利益」在消費者行為過程中所產生之偏好與消費意願。研究經由網路問卷調查，共回收442份有效問卷進行資料分析；結果顯示，不同的網站特性會影響消費者沉浸的經驗，並間接影響顧客利益，呈現對網站正向偏好與正向消費的結果。最後根據實證結果提出研究上學術與實務上的貢獻，做為未來網站業者經營方針與行銷策略之參考。

關鍵字

入口網站遊戲；網站特性；沉浸經驗；顧客利益；消費意願

並列摘要

In the globalization, science and technology, under virtual tendency, use network frequency occupies the modern people time and the proportion gradually to increase, the consumer cross virtual and actual situation world life style is forming. Therefore accomplish the more networks application and the emerging commercial service pattern development; and the modern people life style change, steps into the leisure from the work economical aspect gradually to become the mainstream. The way to make consumer have the happy shopping feeling in the expense process, to arise the positive intention is the subject of web operator concerned. Therefore this research proposed the research overhead construction; Conbine the proposed the flow theory from Csikszentmihalyi(1975), extends to the computer intermediary environment to discussion Web Portal Game the flow experience, possibly causes, the positive and negative result, then understands the customer utility motive and hedonic motive on the website expense. This research discussion the “ Portal Game” plays through the website characteristic entry the flow experience, and explore “the customer benefit” to bring the preference and the purchase intention produces in the consumer behavior. Research through a questionnaire survey on internet , obtained 442 valid questionnaires to proceed data analysis; The result reveal the different website characteristic will affect the flow experience, and indirectly affects the customer value, presents to the positive preference and positive expense result. The research finally according to the consequence of academic and practicality evidence , reference for the future website industry management policy and the marketing strategy.

並列關鍵字

Web Portal Game ； Website characteristic ； Flow experience ； Customer benefit ； Consumer Intention

參考文獻

21. 謝依婷、邱瓊慧(2007)，”航空業促銷方案對顧客利益與顧客行為關聯性之研究，”《顧客滿意學刊》，3(2)，1-30。

3. 楊蘊哲(2002)，《網路遊戲產業人才培育政策之研究》，碩士論文，國立台北師範學院教育傳播與科技研究所。

1. Anderson, J. C., & Gerbing, D. W. (1984), The Effects of Sampling Error on Convergence, Improper Solutions, and Goodness-of-Fit Indices for Maximum Likelihood Confirmatory Factor Analysis.Psychometrika, 49, 155-173.

2. Anderson, J. C., & Gerbing, D. W. (1988), ”Structural Equatio Modeling in Practice：A Review and Recommended Two-step Approach,” Psychological Bulletin, 103(3), 411-423.

3. Berlyne, D. E., Craw, M. A., & Salapatek, P. H.(1963), Novelty, Complexity, I Ncongruity, Extrinsic Motivation, and the GSR.Journal of Experimental Psychology, 66, 560-567.

國際替代計量

以沉浸經驗觀點探討入口網站遊戲之消費意願

未授權

主題瀏覽