品牌形象與顧客價值對購買意願之研究—以線上遊戲為例

A Study of Brand Image and Customer Value with IntentionPurchase—A Case Study of Online Game

簡瑛(Ing Jian)

指導教授 ： 林孟璋

朝陽科技大學/管理學院/企業管理系/碩士(2012年)

摘要

因網際網路快速發展，開創了數位產業，使電腦遊戲產業趨勢發展至今可和其他玩家互動的線上遊戲，因此可以營造出獨一無二的個人化經驗，其中線上遊戲創新的經營獲利模式，使其引起企業與學術界的關注，市場成長率亦不斷上升。在不景氣許多產業都陷入一陣低靡之中，線上遊戲卻能創造出如此大的商機。台灣線上遊戲市場會以約年複和成長率6.1％擴張，預計在2012年約可達125億新台幣的市場規模。
本研究以台灣地區曾參與線上遊戲玩家為樣本，共計發出850份問卷，回收693份，回收率達81.53％，有效問卷共計596份，有效問卷回收率70.12％。本研究採用SPSS10.1統計軟體進行t檢定、變異數分析、Pearson積差相關與簡單迴歸法分析資料，結果發現：（1）品牌形象對顧客價值有正向顯著影響。（2）顧客價值對購買意願有正向顯著影響。（3）品牌形象對購買意願有正向顯著影響。
本研究中發現品牌形象之「象徵性」與顧客價值之「社會性」對玩家購買意願最具影響力，因此，遊戲業者在推出遊戲上，可考量增添遊戲風格的獨特性與玩家彼此間的互動性，讓玩家能夠為自己量身打造屬於自己的遊戲世界。企業內部建立自身品牌形象之資料庫，使公司更能發揮品牌的特點，同時結合遊戲內容的設計，更符合玩家訴求的動機與目的，可增進遊戲玩家在遊戲中獲得最大滿足，將對玩家在購買意願行為上有所助益。

關鍵字

線上遊戲 ； 購買意願 ； 顧客價值 ； 品牌形象

並列摘要

Due to the rapid development of Internet, it created a digital industry. The computer game industry trends development into the online game can interact with other players, so it can create a unique personal experience. Which online games innovative business profit model, it caused the concern of business and academia, the market growth rate is increasing. Many industries are caught in a burst of malaise in recession,the online game was able to create such opportunities. Taiwan''s online gaming market will be about compound annual growth rate of 6.1% expansion. It is expected to approximately NT $ 12.5 billion market size in 2012.

This research took the Taiwan’s online game players to be its research samples. A number of 850 questionnaires sent, 693 questionnaires were recovered, the recovery rate was 81.53%, a number of 596 valid returns, valid response rate was 70.12%. This research used SPSS10.1 statistical software to conduct the t-test, ANOVA, Pearson correlation and regression analysis of the data and found that:

1.The brand image has a positive significant impact on customer value.
2.The customer value has a positive significant impact on purchase intention.
3.The brand image and purchase intention was a positive significant effect.

This study found that the symbolic of the brand image and social of the customer value to players purchase intention have the most influential. Therefore, when the game industry launch the game, they can consider to add unique game style and the players interaction, allowing players to be tailored to their own game world. Within the enterprise to establish their brand image database, the company can give full play to the characteristics of the brand, combined with the design of the game content, and meet the players demands motivation and purpose, that can enhance the game players in the game to get the most satisfaction, the player will be helpful in purchase intention behavior.

並列關鍵字

Brand Image ； Customer Value ； Purchase Intention ； Online game

參考文獻

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