探討線上遊戲使用者消費行為分析—以英雄聯盟為例

Discussions of Online Game Users Consumer Behavior—A Case Study of the League of Legends

張博勛(Po-Hsun Chang)

指導教授 ： 吳傳春

義守大學/電機資訊學院/資訊管理學系/碩士(2017年)

摘要

網際網路的發達時代盛行和寬頻的快速成長，使得線上遊戲公司如雨後春筍一般地火紅竄出，並且迅速累績了許多忠實得玩家加入遊戲會員。線上遊戲玩家可以經由遊戲公司所設置的虛擬平台，與不同玩家做遊戲資訊上的交流和互動，玩家可以藉由遊戲的交流方式，來提昇彼此之間的情感和向心力。因此本研究提出一個研究架構來探討線上遊戲使用者消費行為分析；此架構包含了三個主要的構面：認知價值、產品屬性、購買意願。根據文獻蒐集整理分析探討認知價值、產品屬性、購買意願。在資料蒐集的部分，並且透過SPSS來分析認知價值、產品屬性、購買意願之間的影響。本研究是採用立意抽樣的方式在問卷方放的對象是曾經有在英雄聯盟這款遊戲上的消費購買產品服務的消費者來分析，卷發放是以網路發放為主，總共回收185份問卷，有效問卷共計169份，有效回收率為91.35%，並且採用樣本結構分析、基本資料分析、敘述性統計分析、信度與效度分析、相關分析、迴歸分析來驗證本研究所提出的假設。根據研究後的結果顯示:線上遊戲使用者消費行為認知價值對購買意願具有正面的影響。當線上遊戲使用者消費行為認知價值的程度越高時候，則消費者會對該項產品愈有認知價值，其為對消費者的購買意願也會越高；線遊戲使用者消費行為產品屬性對購買意願具有正面的影響。當線上遊戲使用者消費行為產品屬性的程度越高時候，其為對消費者的購買意願也會越高。所以遊戲公司需要重視消費者這三項因的影響消費者，藉由本文研究結果，可提供遊戲公司業者做為行銷策略的參考。

關鍵字

線上遊戲 ； 認知價值 ； 產品屬性 ； 購買意願

並列摘要

The rapid growth of broadband internet makes online gaming companies quickly cumulative many member of loyal players to join the online game. Online games companies set up virtual platforms for players, and to exchange the information on the different players in the game and interactive. Players can use the game communication to enhance the emotion and solidarity with each other. This study presents a framework to explore the online game user behavior analysis. This schema includes three main dimensions: cognitive value, product attributes, and the purchase intentions. According to the analysis of the literature, cognitive value, product attributes and purchase intentions was collected. By means of the data collection and analysis through SPSS, Cognitive value, product attributes and purchase intentions were analysis to know the purchase influence. Purposive sampling approach was adopted by this study. Questionnaire was used for the “League of legends Game” targeted consumers. Totally, recycling 169 questionnaires of 185 were effectively recover (91.35%). Samples of structural analysis, basic data analysis, descriptive statistics analysis, reliability and validity, correlation and regression analysis were used to verify the assumptions in the study. According to the study, the research results showed that perceived value of online game user’s consumption behavior has a positive impact on purchase intention. When online game user perceived value is higher than the consumer will be more perceived the value of product, which brings higher consumer purchase intention. Product attributes of consumer behavior has a positive impact on purchase intent for game users. When online game user’s consumption behavior are higher degree of product attributes, the consumer purchase intention is also higher. The game company need to focus on these three impacts to the consumers. The research results provide references for marketing strategy of game industry.

並列關鍵字

Online gaming ； perceived value ； product attributes ； purchase intention

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