免費線上遊戲之消費行為探討

The Study of Free Online Games on Consumer Purchase Behavior

林威名(Wei-Ming Lin)

指導教授 ： 林清泉

崑山科技大學/商業管理學院/企業管理研究所/碩士(2008年)

摘要

2005年線上遊戲產業陷入谷底，除智冠科技以外都有不等的虧損，於2006年起線上遊戲界掀起免費潮流，並走出虧損陰霾。而「免費」兩字，對於許多人而言是非常吸引的使用動機。但是提供免費線上遊戲的遊戲公司是以營利為目的，不以月費做為收入來源，則把販售虛擬財貨做為營利工具。
本研究針對免費線上遊戲使用者對於虛擬財貨的產品屬性、產品價格、認知需求與購買意向之間的關聯性使用結構方程式加以探討，提供線上遊戲公司虛擬財貨販售焦點。
經分析後發現：
1. 產品屬性會影響消費者的購買意向。
2. 產品屬性會影響消費者的認知需求。
3. 產品價格會影響消費者的購買意向。
4. 產品價格會影響消費者的認知需求。
5. 產品屬性與產品價格會影響消費者的認知需求。
6. 消費者的認知需求會影響消費者的購買意向。

關鍵字

免費線上遊戲 ； 消費者行為 ； 認知需求 ； 購買意向

並列摘要

In 2005, the on-line game industry fell into the valley bottom so that all the businesses in the industry were loss. However, a Soft-World International Corporation introduced a free on-line game that helps the company having a favorable balance of game industry in 2006. The word-“free” is an important motivation of game using for many people. Then monthly fee is not the source of revenue of the free on-line game organizations because they are the commercial ones that make selling the virtual goods as the commercial tool.
This study have been illustrated using Structural Equation Modeling with correlated among the product property, the product price, a consumer’s cognition needs and purchase intentions on virtual goods arms at free on-line games users.
This study results show some ideas is as fallows：
1. The consumer’s purchase intention can be impacted on product property.
2. The consumer’s cognition needs can be impacted on the product property.
3. The consumer’s purchase intentions can be impacted on the product price.
4. The consumer’s cognition needs can be impacted on the product price.
5. The consumer’s cognition needs can be impacted on the product property and product prices.
6. A consumer’s cognition needs can impact on its purchase intentions can be impacted on the consumer’s cognition needs.

並列關鍵字

Free Online Game ； Consumer Behavior ； Need for Cognition ； purchase intention

參考文獻

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