近年來隨著網路的發展與普及,帶動線上遊戲的盛行,但面對不斷推陳出新的遊戲產品,想要在眾多產品中脫穎而出,如何設計一款受到消費者青睞,且願意持續遊玩的成功遊戲,便成為一項非常重要的議題。本研究之研究對象為具有大型線上角色扮演遊戲經驗之玩家作為母體群,探討玩家的虛擬經驗、消費價值與顧客忠誠度的因素為何,以及了解虛擬經驗透過消費價值為中介,對顧客忠誠度有何其預測力。 本研究進行問卷調查法,採用非隨機抽樣 (Non-probability Sampling) 中的立意抽樣 (Purposive Sample),經由網路問卷發放填寫。量表皆透過文獻探討與整理所發展,以SPSS 18.0 與AMOS 18作爲量化統計分析工具,進行信效度的檢驗與分析,並建立線上角色扮演遊戲的虛擬經驗,透過消費價值中介效果,對於顧客忠誠度之預測力模型。 本研究問卷回收最終有效樣本數為956份,根據研究結果顯示,遊戲玩家的虛擬經驗包含:遊戲娛樂、遊戲沉浸、虛擬社群、產品特色、虛擬商城;消費價值則包含:外在價值、內在價值、社會價值;顧客忠誠度則分為:遊戲產品、遊戲場商。另外本研究發現,虛擬經驗透過消費價值為中介對顧客忠誠度有正向預測力,此說明當玩家產生愉快且滿足的遊戲經驗時,他們對遊戲的價值感受也會隨之提高,進而影響了對遊戲的忠誠度;其中透過外在價值之中介效果時,產品特色經驗具有顯著的影響;而透過內在價值之中介效果時,遊戲娛樂和產品特色經驗有顯著的影響;在社會價值之中介效果時,本研究發現,遊戲沉浸和遊戲商城經驗會先透過社會價值來影響外在與內在價值,才再間接影響顧客忠誠度。最後本研究顯示,在消費價值為中介效果時,由虛擬經驗中的產品特色經驗對遊戲產品之忠誠最有影響,虛擬商城經驗則對遊戲廠商之忠誠最有影響。
In recent years, Internet has prospered and popularized, and online games have become one of the most popular leisure activities. However, due to the keen competition of the game market, designing a successful game that can arouse consumers’ interests and willing to continue playing becomes a critical issue. This study, recruiting players of multiplayer online role-playing games (MMORPG) as the sample, explored the player’s virtual experience, consumption values, and customer loyalty toward MMORPG, and analyzed how their virtual experience can predict the customer loyalty through the mediator of consumption values. Questionnaires which were designed after literature review were sent out online. The method of purposive sampling was used in this study. SPSS 18.0 and AMOS 18 were used to conduct statistical analysis. Both reliability and validity of the questionnaire were tested. The predictive model in which player’s virtual experience predicts customer loyalty via consumption values was constructed. A total of 956 effective questionnaires were returned. The results showed that player’s virtual experiences consisted of factors, namely entertainment, immersion, virtual community, product attribute, and virtual store. Consumption values consisted of factors, namely extrinsic value, intrinsic value, and social value. Customer loyalty was classified into: game products and game providers. In addition, the study found that, through the mediator of consumption value, virtual experience can positively predict customer loyalty. This means that when players have a pleasant and satisfying gaming experience, their perceived value of the game will be promoted, and then will affect their loyalty toward the game. Furthermore, this study found that product attribute affected the player’s loyalty through extrinsic value. Entertainment and product attribute affected the player’s loyalty through intrinsic value. Immersion and virtual game store affected the player’s loyalty first through social value, and then through extrinsic value and intrinsic value. This study also found that, through the mediator of consumption values, product attribute was identified to be the most influential virtual experience on the game products of player’s loyalty, whereas both product attribute and virtual game store were identified to be the most influential virtual experiences on the game providers of player’s loyalty.
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