本研究旨在探討線上遊戲產品品質、產品價值對顧客滿意度與再購意願之間的相關性研究,線上遊戲在近幾年來在網路遊戲界蓬勃發展,在國內所帶來龐大的商機已成為各家廠商爭相代言國外遊戲,甚至有國內業者秉持自製國產遊戲也在遊戲界佔領一席之地,過往之文獻研究內尚未探討線上遊戲對於產品品質、產品價值與顧客滿意度與再購意願之間關係研究,也因此本研究期望能提供線上遊戲業者對於未來發展上商機之研究。 本研究以「產品品質」、「產品價值」、「顧客滿意度」、「再購意願」四項構面設計量表,作為研究問卷對於台中地區曾經接觸過線上遊戲之消費者為對象,將回收之資料做信效度分析、T檢定、單因子變異數分析、敘述性統計分析、AMOS結構方程式分析,研究得出「產品價值」對於「顧客滿意度」及「再購意願」均有顯著水準之影響,並且做中介效應及干擾效應之間影響,最後對線上遊戲產業業者提出具體可行之建議。
The purpose of this study is to examine the online game product quality, product value on satisfaction with purchasing the relevant research between the repurchase intention, on-line game grows up vigorously on network in recent years in the rapid development has brought huge business opportunities for various manufacturers competing to become the endorsement of games in the future, even those industry who uphold the domestic made games by the mselve are occupied a good place, within the literature of the past, it has not have product quality topic on product value and satisfaction and repurchase intention relationship between for the online games research, and therefore, this research hopes to provide online gaming industry to development of business opportunities in the future. In this study, "product quality", "product value", "satisfaction", "repurchase intentions" surface design scale of four options, as a research questionnaire for online games in Taichung area have come into contact with target consumers will recover the data to do reliability analysis, t-test, one-way ANOVA, descriptive statistics, AMOS structural equation modeling analysis, Studies produce the "product value" for "satisfaction" and "repurchase intentions" have a significant level of influence, and acting as intermediaries between the effect and impact of interference effects. Finally, to offer the specific and practical suggestions for the online game industry.
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