遊戲機玩家涉入程度與消費行爲關係之研究

Study on Involvement Level and Consumer Behavior Rrelationship of Game Consoles

鄭邵夫(Shao-Fu Cheng) ； 鄭群嫻(Chun-Hsien Cheng) ； 黃嘉彥(Jia-Yen Huang)

《管理學術研討會》 第七屆 (2009/11) Pp. 833-847

https://doi.org/10.29893/NCUTMAN.200911.0833

摘要

Wii近幾年以其獨特創新的遊戲方式席捲全球，其主機銷售量超過原本電視遊樂器的主流xbox360與PS3，由原本的兩雄之戰變爲三國鼎立。但在消費者購買Wii之後，大部份的玩家都很快的冷落Wii而選擇其他的休閒方式，其中原委頗堪玩味。本文首先以遊戲機消費者之涉入程度來做爲分群的基礎，其研究結果發現Wii玩家的涉入程度與行爲態度、產品偏好之問並沒有顯著的差異。本研究其次進行不同遊戲機玩家的差異比較，其結果則呈現出明顯差異。Wii的消費者較偏向女性，選擇遊戲主機上較重視玩法的創新；而非Wii的玩家則爲男性較多，平均花費較高，而選擇遊戲主機上較重視機種性能，而資訊的取得爲電視媒體居多。依據分析結果，本研究提出四點可供Wii遊戲機設計者參考的管理意涵：(1)防止盜拷機制的建立(2)遊戲發展方向的改進(3)真正願意消費的是重度玩家(4)引導玩家循序漸進的成爲品牌消費者。

關鍵字

行爲態度 ； 產品偏好 ； 涉入程度

並列摘要

Since the presence of the video game console, people have another form of recreation. Overmastering Microsoft's Xbox360 and Sony's PS3, Nintendo's Wii is becoming an aristocrat of the video game consoles world. However, many of the Wii players soon lose their feeling of freshness. An investigation into this reason is worth to reflect. In the first part of this paper, market segmentation is conducted according to the involvement level of Wii. We found that there is no obvious difference in involvement level, attitude, and consumer preference between two segments of Wii players. In the second part of this study, similar comparisons are conducted between Nintendo-Wii and its competitors-Sony PS3 and Microsoft Xbox360. Based on the analysis, four managerial implications are proposed.

並列關鍵字

Involvement Level ； Game Consoles ； Attitude ； Consumer Preference