對網頁遊戲信任度決定因素之研究

The Study of the Determinants of Trust in Web game

張時豪(Shih-Hao Chang)

指導教授 ： 曾義明

淡江大學/商管學院/國際企業學系碩士班/碩士(2013年)

https://doi.org/10.6846/TKU.2013.00207

摘要

隨著網路時代的來臨，線上遊戲的市場也因而蓬勃發展。在近幾年中，隨著網頁遊戲的興起，將線上遊戲的市場又推到另一波高峰，也帶動遊戲廠商紛紛開發新的網頁遊戲。因此本研究之研究目的為瞭解網頁遊戲玩家之使用行為，及探討有那些因素影響對網頁遊戲的信任，並進而探討網頁遊戲的信任對顧客忠誠度之影響。本研究方法是採用網路問卷的調查，主要發放於台灣兩大知名的遊戲網站：巴哈姆特電玩資訊站及遊戲基地。之後回收了300份有效問卷，並利用SPSS統計軟體進行資料分析，採用了敘述性統計、因素分析、信度分析、迴歸分析與單因子變異數分析。
本研究結果發現：
1.在線上遊戲市場中，網頁遊戲已經廣泛受到玩家歡迎，玩家性別以男性居多，遊戲族群以學生為主。
2.玩家在網頁遊戲上所花費的時間和金錢，與遊戲品質、虛擬社群和顧客忠誠度之間具有正向關係。
3.網頁遊戲的遊戲品質與對網頁遊戲的信任具有顯著影響。
4.網路安全性與對網頁遊戲的信任具有顯著影響。
5.網頁遊戲特色與對網頁遊戲的信任具有顯著影響。
6.參與虛擬社群與對網頁遊戲的信任具有顯著影響。
7.對網頁遊戲的信任與顧客忠誠度具有顯著影響。

關鍵字

網頁遊戲 ； 服務品質 ； 虛擬社群 ； 知識基礎信任

並列摘要

With the advent of the Internet era, the online game market and thus flourish. In recent years, with the rise of web games, pushed online games market to the peak of another wave, game manufacturers have also led to the development of new web game. Therefore the purpose of this study is to understand the behavior of the web gamers, and to explore those factors that affect the trust of the web games, and the trust of the web games impact on customer loyalty.
The method of this study is the network questionnaire survey, issued in two well-known gaming websites in Taiwan: Bahamut and Game-Based. After recovery of 300 valid questionnaires, we use SPSS statistical software for data analysis, and include descriptive statistics, factor analysis, reliability analysis, regression analysis and ANOVA analysis.
The results of this study found that:
1.In the online game market, web games has been widely welcomed by the players, the majority of players were male, game populations were students.
2.Players spent time and money on the web games, that has a positive effect on the quality of the game, virtual community and customer loyalty.
3.Web game’s game quality have significant impact on the trust of the web games.
4.Network security have significant impact on the trust on the web games.
5.Features of web games have significant impact on the trust of the web games.
6.Participate in the virtual community have significant impact on the trust of the web games.
7.The trust of the web games have significant impact on customer loyalty.

並列關鍵字

Web game ； Service quality ； Virtual community ； Knowledge-based trust

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