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題名：線上遊戲玩家共識模式建構與驗證
書刊名：管理學報
作者：劉明德 引用關係
作者(外文)：Liu, Ming-te
出版日期：2007
卷期：24:2
頁次：頁191-209
主題關鍵詞：線上遊戲；角色扮演遊戲；隱喻抽取技術；共識地圖；Online games；Role playing games；ZMET；Consensus map
原始連結：連回原系統網址new window
相關次數：
  • 被引用次數被引用次數:期刊(6) 博士論文(2) 專書(0) 專書論文(0)
  • 排除自我引用排除自我引用:4
  • 共同引用共同引用:22
  • 點閱點閱:149
本研究有別與於傳統以語言為主的深度訪談，採用以圖像為訪談依據的隱喻抽取技術(Zaltman Metaphor Elicitation Technique, ZMET)來挖掘線上遊戲玩家內心的思維與想法，抽取出消費者心中的共同構念，建立共識地圖。也藉由因素分析篩選線上遊戲玩家構面及所涵蓋的構念，再運用結構方程模式建構共識模式，並對此模式進行二階驗證性因素分析，來確認此模式代表線上遊戲玩家的共識。研究結果獲得由27個共同構念組成的共識地圖，並萃取出關係、成就、成長、安全及親和五個獨立需求構面來建構玩家的共識模式，再經執行二階驗證性因素分析後再給予必要的修正，修正結果顯示此模式具有良好的建構效度。此種由探索性分析轉為驗證性分析所建構的共識模式，可以確認是線上遊戲玩家共同思維的結構化架構。所建構的模式獲得23個共同構念、5項一階需求構面及2項二階終結構念間的因果關係。此模式可以讓線上遊戲業者，作為分析線上遊戲玩家認知的有效憑藉，亦可透過分析結果重新擬訂行銷方案或進行產品改善，以達成符合顧客認同與需求的行銷策略或產品規劃。
Because the internet is more and more affordable and popular, the families with internet access increased to 160 million in 2005. Such increase also drives the internet entertainment to growth and creates a huge online game market. The earnings of global online games were estimated to measure from USD 3,400 million in 2005 to USD 13,000 million in 2011. Online game has become the star of interaction entertainment industry. Companies in the industry are exploring how to manage the pattern, the new market and the growth. Therefore, many researchers were done to find out the cognition and expectation of players in online games by traditional linguistically-based in-depth interviews. These researchers may not truly detect online game player's thoughts, feelings and behaviors because many scientists thought most communication is non-verbal. It is important to add that nonverbal communication to determine weather customers literally mean what they say. Such discovery is significant to the researchers in marketing. This was also the motivation of this research for understanding online game player's thoughts. In order to achieve a deeper understanding of the thoughts of online game players, this research used the Zaltman Metaphor Elicitation Technique (”ZMET”) instead of traditional linguistically-based in-depth interviews. According to this method, the participants were inquired and asked to link those pictures which they provided. The participants also had to explain the connection among pictures. The researcher would like to clearly understand the participant's mind by nonverbal images. The real thoughts, feelings and behaviors could be collected under the method. The collected thoughts, feelings and behaviors were transformed to writing to find out the key constructs in online game players' minds. Then each participant's mental model could be obtained. The different consumer mental models were utilized to assemble a Consensus Map by dominant constructs. Factor analysis was used to sort out the online game players' dominant constructs. A structural equation model (”SEM”) was then used to build up the Consensus Model. Second-order confirmatory factor analysis was done to confirm that the SEM does indeed represent the online game players' consensus. A Consensus Map of 27 dominant constructs was found and an SEM of 5 individual items, including relatedness, achievement, growth, safety and affiliation was derived through the research. After necessary modifications based on second-order confirmatory factor analysis, the adjusted SEM works well in terms of effectiveness. The model with 23 dominant constructs, 5 first-stage variables and 2 second-stage variables established through both exploratory analysis and confirmatory analysis is proved to be the institutional structure of online players' common thoughts. Such a model is an effective tool to analyze online game players' cognition. The results of such analysis can be used to improve marketing and products to match customers' cognition and meet their demands.
期刊論文
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3.Sander, Yin(2001)。The Power of Image: Pictures selected by tongue-tied shoppers can help companies learn what consumers really want。American Demographics，23(11)，32-33。  new window
4.駱少康、汪志堅、方文昌(20050900)。以訪談法探索線上遊戲消費者購買決策程序與轉換因素。電子商務研究，3(3)，289-305。new window  延伸查詢new window
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6.黃巧億(2004)。遊戲產業的無限商機--線上遊戲創造出強大的社群力量。電工資訊，158，34-37。  延伸查詢new window
7.Zaltman, G.(2000)。Consumer researchers: take a hike!。Journal of Consumer Research，26(4)，423-428。  new window
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9.Coulter, R. A.、Zaltman, G.、Coulter, K. S.(2001)。Interpreting Consumer Perceptions of Advertising: An Application of the Zaltman Metaphor Elicitation Technique。Journal of Advertising，30(4)，1-21。  new window
10.Catchings-Castello, Gwendolyn(2000)。The ZMET alternative: A nontraditional, multidisciplinary technique lets marketing researchers analyze what customers want。Marketing Research，12(2)，6-12。  new window
11.Sugai, P.(2005)。Mapping the mind of the mobile consumer across borders: An application of the Zaltman metaphor elicitation technique。International Marketing Review，22(6)，641-657。  new window
12.Zaltman, G.、Coulter, R. H.(1995)。Seeing the Voice of the Consumer: Metaphor-Based Advertising Research。Journal of Advertising Research，35(4)，35-51。  new window
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16.Kim, Kyung Hoon、Park, Jin Yong、Kim, Dong Yul、Moon, Hak Il、Chun, Ho Chan(2002)。E-lifestyle and Motives to Use Online Games。Irish Marketing Review，15(2)，71-77。  new window
17.Zaltman, Gerald(1997)。Rethinking Market Research: Putting People Back in。Journal of Marketing Research，34(4)，424-437。  new window
18.Morahan-Martin, J.、Schumacher, P.(2000)。Incidence and Correlates of Pathological Internet Use among College Students。Computers in Human Behavior，16(1)，13-29。  new window
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24.劉明德、方之光、張裕幸、謝佩如(20070900)。運用隱喻抽取概念技術(ZMET)來建立線上角色扮演遊戲玩家的共識地圖。中山管理評論，15(3)，667-695。new window  延伸查詢new window
25.Fattah, H.、Paul, P.(2002)。Gaming Gets Serious。American Demographics，24(5)，38-43。  new window
26.林淑敏(2005)。線上遊戲。產業調查與技術技刊，152，32-42。  延伸查詢new window
27.Cheng, Julian M. S.、Chen, M. S.、Wu, Nina S. H.(2002)。A Study on the Development of Taiwan's Online Games。Software Industry Service Newsletter，142，8-22。  new window
28.Lin, Julia Y. C.、Cheng, Julia M. S.、Kao, Leticia L. Y.(2004)。An Investigation of the Diffusion Online Games in Taiwan: An Application of Roger's Diffusion of Innovation Theory。The Journal of American Academy of Business, Cambridge，5(1/ 2)，439-445。  new window
29.Spiggle, S.(1994)。Analysis of Interpretation of Qualitative Data in Consumer Research。Journal of Consumer Research，21(4)，419-503。  new window
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31.Zaltman, G.、Coulter, R. A.(1996)。Metaphorically Speaking: New Technique Uses Multidisciplinary Ideas to Improve Qualitative Research。Marketing Research Forum，8(2)，13-20。  new window
32.Sharp, C. E.、Rowe, M.(2006)。Online Games and Ebusiness: Architecture for Integrating Business Models and Services into Online Games。IBM Systems Journal，45(1)，161-179。  new window
33.Dixon, G.、Karboulonis, P.(2001)。SEMs in European Computer Games and Interactive Entertainment Software Markets。International Journal of Entrepreneurship and Innovation Management，1(3/ 4)，483-483。  new window
研究報告
1.黃韻竹(2005)。美國線上遊戲玩家行為分析。0。  延伸查詢new window
2.林于勝(2006)。eEntertainment－從玩家行為探索線上娛樂商機。0。  延伸查詢new window
3.黃怡音、周樹林(2006)。美麗新視界探索網路娛樂內容商業模式。0。  延伸查詢new window
學位論文
1.駱坤民(2004)。線上遊戲價值創造、顧客感受、價值獲取之關聯性研究(碩士論文)。銘傳大學，台北。  延伸查詢new window
2.謝佩如(2004)。線上遊戲玩家心智模式及其行銷應用之研究(碩士論文)。世新大學。  延伸查詢new window
3.許晉龍(2003)。線上遊戲使用者行為研究(博士論文)。國立台灣科技大學。  延伸查詢new window
4.賴柏偉(2002)。虛擬社群：一個想像共同體的形成--以線上角色扮演遊戲《網路創世紀》為例(碩士論文)。世新大學。  延伸查詢new window
5.陳冠中(2003)。「天堂」遊戲參與者之動機、沉迷與交易行為關係之研究(碩士論文)。國立中正大學。  延伸查詢new window
6.邱絨軒(2004)。沉迷網路遊戲高中生心理經驗之研究(碩士論文)。國立高雄師範大學。  延伸查詢new window
7.盧貞吟(2003)。強化線上遊戲吸引力之策略研究--以線上遊戲《天堂》為例(碩士論文)。國立成功大學。  延伸查詢new window
8.白育甄(2004)。網路成癮經驗對大學生學習與生活及心理社會發展影響--網路遊戲成癮個案之分析(碩士論文)。國立臺灣師範大學。  延伸查詢new window
9.孫定業(2003)。線上遊戲族群之消費者決策型態與忠誠度行為研究，0。  延伸查詢new window
10.Wojnicki, A. C.(2005)。Talking about Products, Talking about Me: Consumer's Subjective Expertise and Word-of-mouth Behaviors，0。  new window
圖書
1.Kelly, George A.(1963)。The Theory of Personality。New York, NY：Norton。  new window
2.Plutchik, Robert(1980)。Emotion: A psychoevolutionary synthesis。Harper and Row。  new window
3.Jöreskog, K. G.、Sorbom, D.(2000)。LISREL VI, Analysis of Linear Structural Relationships by Maximum Likelihood, Instrumental Variables, and Least Squares Methods。Mooresville, IN：Scientific Software。  new window
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5.Zaltman, G.(2003)。How Customers Think: Essential Insights in the Mind of the Market。Boston, MA：Harvard Business School Press。  new window
6.Seiter, E.(1988)。Semiotics and Television。Semiotics and Television。Chapel Hill, NC：The University of North Carolina Press。  new window
7.Shaw, Mildred L. G.、McKnight, Cliff.(1980)。Think Again: Personal Decision-making and Problem-solving。Think Again: Personal Decision-making and Problem-solving。Upper Saddle River, NJ：Prentice Hall。  new window
8.Dyche, J.(2001)。The CRM Handbook: A Business Guide to Customer Relationship Management。The CRM Handbook: A Business Guide to Customer Relationship Management。Reading, MA：Addison-Wesley。  new window
9.McCracken, G. D.(1988)。The long interview。Sage Publications。  new window
10.Knapp, Mark L.(1980)。Essentials of Nonverbal Communication。New York：Holt, Rinehart and Winston。  new window
11.Curtis, P.、Nichols, D. A.(1993)。MUDs Grow Up: Social Virtual Reality in the Real World。New York：Xerox PARC。  new window
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其他
1.國際數據資訊(2005)。2004年亞太區線上遊戲市場營收突破10億美元大關，http://www.idc.com.tw/report/News/news_050804.htm， 2005/08/04。  延伸查詢new window
2.高啟翔(2006)。DFC智庫預測全球線上遊戲2011年營收將逾130億美元，0。  延伸查詢new window
圖書論文
1.Olson, J. C.、Reynolds, T. J.(2001)。The means-end approach to understanding consumer decision making。Understanding consumer decision making: The means-end approach to marketing and advertising strategy。Lawrence Erlbaum Associates。  new window
 
 
 
 
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