線上遊戲與網頁遊戲玩家之使用行為研究

由於寬頻網路的普及化，帶動了線上遊戲市場的蓬勃發展。最近網頁遊戲的興起加入，更是將線上遊戲市場推向另一波高峰，帶起台灣遊戲業者的另一波高潮。因此本研究目的是為了瞭解線上遊戲與網頁遊戲玩家之使用行為，進而探究玩家對線上遊戲的參與動機、系統品質、服務品質、虛擬社群以及Web Game的特色認知對顧客忠誠度之影響。本研究方式是採用網路問卷的調查，主要發放於目前國內的兩大遊戲討論網站：巴哈姆特電玩資訊站以及遊戲基地。並針對回收後的540份有效問卷進行分析探討，採敘述性統計、獨立樣本T檢定、單因子變異數分析等統計方式進行資料分析。本研究的主要結果如下： 1.目前線上遊戲的市場上，免費制的線上遊戲廣泛受到歡迎，且遊戲族群以學生族群為主；近一半的玩家有接觸過網頁遊戲，且普遍同意Web game免安裝下載，非獨佔螢幕或系統的多功能遊戲類型。 2.線上遊戲之參與動機對顧客忠誠度之有顯著影響。從個別構面來看，僅自我感官認知未達顯著水準，而虛擬世界之體驗對忠誠度則有達顯著水準。 3.線上遊戲之系統品質對顧客忠誠度之有顯著影響。 4.線上遊戲之服務品質對顧客忠誠度之有顯著影響。從個別構面來看，安全性與服務便利性皆達顯著水準。 5.線上遊戲之虛擬社群對顧客忠誠度有顯著影響。 6.Web Game特色認知對顧客忠誠度有顯著影響。

關鍵字

參與動機；系統品質；服務品質；虛擬社群；顧客忠誠度

並列摘要

Online game is developed vigorously as well as the popularization of the wide-band network. As a result of the rise of the web game page join, online game market towards another great mass fervor. The purpose of this research is to study the effects of the consuming behaviors on online game and website game, such as the consuming motives, system quality, service quality, virtual community, characteristic cognition of web game and loyalty. This study uses online survey to conduct the investigation. These questionnaires were distributed to the Bahamut and Game-Based. There are 540 available samples. The statistical analysis methods we adopt including descriptive statistics, t-test, analysis of variance and multiple regression. The main results of this research are as following: 1.In the online game marker, free online game in this field all over the world, and play groups most of them are university students; Nearly half of plays to contact web game, and free installation download generally agreed, non-exclusive screen or multi-functional game type system 2.Participating motivation of online game has signification and positive effects on consumer loyalty. 3.System quality, service quality and virtual community of online game have significant positive effects on consumer loyalty. 4.Character cognition of web game has significance and positive effects on consumer loyalty.