線上遊戲口碑外在來源可信度對消費者選擇意願之影響-以接收者內在因素觀點

Effect of External Source Credibility of Online Games Word-of-Mouth on Consumer’s Selection Intention: Internal Factors of Receiver

陳家祥(Chia-Hsiang Chen)

指導教授 ： 蔡瑤昇

國立臺北科技大學/管理學院/商業自動化與管理研究所/碩士(2009年)

https://doi.org/10.6841/NTUT.2009.00222

摘要

過去很少有研究深入瞭解電玩遊戲中線上遊戲的口碑傳播，對於影響消費者選擇意願，從接收口碑的內、外因素進行探討。故本研究主在瞭解線上遊戲口碑的外在來源可信度，從實體口碑來源可信度與網路口碑來源可信度對消費者選擇意願的影響，並以接收者內在因素-「接收者專業程度」、「知覺風險」及「主動搜尋程度」作為干擾變數，藉由問卷調查，總計回收461分有效問卷，並使用SPSS軟體進行相關性與迴歸分析。
研究顯示，口碑外在來源可信度，無論在實體口碑來源或網路口碑來源皆會影響消費者選擇意願，而接收者內在因素-「接收者專業程度」、「知覺風險」及「主動搜尋程度」，皆會干擾口碑外在來源可信度對消費者選擇意願的影響。本研究以線上遊戲的產業為例，相信更能提供給實務界與後續學者相關研究之參考。

關鍵字

線上遊戲 ； 來源可信度 ； 選擇意願 ； 接收者專業程度 ； 知覺風險 ； 主動搜尋程度

並列摘要

Different from the past literature, this paper focuses on the word-of-mouth communication in on-line game of video games, receive word-of-mouth from the inside and outside factors affecting the consumer’s selection intention to explore.The purpose of this paper is to examine the effects of external source credibility of online games word-of-mouth, from source credibility of physical word-of-mouth and source credibility of on-line word-of-mouth on consumer’s selection intention and Internal factors of receiver, there are receiver’s expertise, perceived risk, actively sough as a Moderator.By conducting questionnaire survey, getting 461 respondents and using SPSS to correlation analysis and regression analysis.
It shows that external source credibility of word-of-mouth can affect consumer’s selection intention, regardless of source in the physical word-of-mouth or in the on-line word-of-mouth.And Internal factors of receiver, there are receiver’s expertise, perceived risk, actively sough, has a significant moderating effect on the relationship between external source credibility of word-of-mouth and consumer’s selection intention.In this study, the online games industry as an example, to believe will provide academia for further research as well as practices.

並列關鍵字

On-Line Games ； Source Credibility ； Selection Intention ； Receiver’s Expertise ； Perceived Risk ； Actively Sought

參考文獻

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