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題名：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
書刊名：中山管理評論
作者：劉明德 引用關係／方之光 引用關係／張裕幸 引用關係／謝佩如
作者(外文)：Liu, Ming-te／Fang, Zhi-guang／Chang, Yuh-shihng／Shieh, Pei-rue
出版日期：2007
卷期：15:3
頁次：頁667-695
主題關鍵詞：線上遊戲；角色扮演遊戲；隱喻抽取概念技術；共識地圖；Online games；Role playing game；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(9) 博士論文(0) 專書(0) 專書論文(0)
  • 排除自我引用排除自我引用:7
  • 共同引用共同引用:268
  • 點閱點閱:87
為深入瞭解線上遊戲中角色扮演遊戲(Role Playing Game，RPG)玩家們的 想法，本研究有別於一般消費者行為的研究方法，採用隱喻抽取概念技術(Zaltman Metaphor Elicitation Technique，ZMET)為研究方法，由圖像來探索線 上遊戲玩家的內心思維，進而找出個人構念(Constructs)、共同構念、相關構念來建立玩家們的共識地圖(Consensus Map)。共識地圖代表消費群對於某一特 定產品或服務的深層思維，也是目標市場的消費者心中，對特定議題最直接與鮮明的共識。本研究依據所建立的十個實施階段，獲得的共識地圖計有27個共同構念，這些共同構念也進一步歸納出玩家的三大期望構面，分別是「實現自我」、「認同自我」及「滿意自我」，而此三構面及所涵蓋的共同構念最後皆指向「追求心靈滿足」、「成就感」與「歸屬感」等三項共識地圖的終結構念。研究結果可以提供遊戲研發者作為設計或創意的發展參考來符合玩家們的期望。
In order to further understand the mind and thoughts of online role playing game players, this research is done by means of Zaltman Metaphor Elicitation Technique ("ZMET"), not the commonly-used method of consumers' behavior research. Such approach is taken to find out the personal constructs, relative constructs and common constructs by the pictures, then build up the Consensus Map of the players. Consensus Map represents consumers' real thoughts on certain products or services. It also shows consumers' direct and obvious consensus of certain issues in the target market. Though this research, it is found that there are 27 common constructs of the Consensus Map by established 10 stages' operations. In terms of consumers' expectation, the three main frames "self-fulfillment", "self-respect" and "self-satisfaction" were also obtained respectively. All of these three frames and relevant constructs are associated with the three destination constructs "pursuing spirit satisfaction", "sense of achievement" and "sense of affiliation." The above-mentioned findings can be utilized by people in charge of Rand D for online role playing game to match the expectations of players.
期刊論文
1.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
2.Pink, D.(1998)。Metaphor Marketing。Fast Company，14(4/5)，214-219。  new window
3.Zaltman, G.(2000)。Consumer researchers: take a hike!。Journal of Consumer Research，26(4)，423-428。  new window
4.Coulter, R. H.、Zaltmann, G.(1994)。Using the Zaltman Metaphor Elicitation Technique to Understand Brand Images。Journal of Advertising Research，21(1)，501-507。  new window
5.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
6.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
7.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
8.Gutman, J.(1984)。Analyzing Consumer Orientations toward Beverages through Means-end Chain Analysis。Psychology & Marketing，1(3/4)，23-43。  new window
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12.Sheehy, B.(1999)。Are You Listening?。Across the Board，36(4)，41-46。  new window
13.林于勝、許瓊予(20030600)。2003年我國線上遊戲發展現況分析。產業透析. 電子商務透析，92(6)，7-16。  延伸查詢new window
14.Reynolds, Thomas J.、Gutman, Jonathan(1988)。Laddering Theory, Method, Analysis, and Interpretation。Journal of Advertising Research，28(1)，11-31。  new window
15.Kassarjian, Harold H.(1977)。Content Analysis in Consumer Research。Journal of Consumer Research，4(1)，8-18。  new window
16.黃巧億(2004)。遊戲產業的無限商機。電工資訊雜誌，2月號，34-37。  延伸查詢new window
17.周宇超、趙胤芝(2004)。運用質性研究方法探究企業導入ERP之關鍵成功因素。管理研究學報，4(2)，217-247。new window  延伸查詢new window
18.Carney, D. R.、Hall, J. A.、LeBeau, L. S.(2005)。Beliefs about the Nonverbal Expression of Social Power?。Journal of Nonverbal Behavior，29(2)，105-123。  new window
19.Gutman, J.(1982)。An Means-end Chain Model Based on Consumer Categorization Processes。Journal of Marketing，46(2)，60-72。  new window
20.Spiggle, S.(1994)。Analysis of Interpretation of Qualitative Data in Consumer Research。Journal of Consumer Research，21(4)，419-503。  new window
21.Valette-Florence, P.、Rapacchi, B.(1991)。Improvements in Means-enc Chain Analysis Using Graph Theory and Correspondence Analysis。Journal of Advertising Research，31(1)，30-45。  new window
22.Christensen, G. L.、Olson, J. C.(2002)。Mapping Consumers' Mental with ZMET。Psychology & Marketing，19(6)，477-502。  new window
23.Lowenstein, G.(2001)。The Creative Destruction of Decision Research。Journal of Consumer Research，28(3)，499-505。  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.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
3.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
4.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，嘉義縣。  延伸查詢new window
5.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
6.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
7.Silver, J. A.、Thompson, J. C.(1991)。Understanding Customer Needs: A Systematic Approach to the Voice of the Customer，0。  new window
8.盧貞吟(2002)。強化線上遊戲吸引力之策略研究－以線上遊戲《天堂》為例，0。  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
圖書
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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
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11.McCracken, G. D.(1988)。The long interview。Sage Publications。  new window
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13.Damasio, A. R.(1994)。Descartes’ error: Emotion, reason and the human brain。New York：Grosset。  new window
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15.Bryman, Alan(1988)。Quantity and Quality in Social Research。London：Unwin Hyman Publications：Routledge。  new window
16.Stoller, Paul(1989)。The Taste of Ethnographic Things: The Senses in Anthropology。University of Pennsylvania Press。  new window
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19.Howes, D.(1991)。The Varieties of Sensory Experience: A Sourcebook in the Anthropology of the Senses。Toronto：University of Toronto Press。  new window
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25.Izard, Carroll E.(1977)。Human Emotions。Plenum Press。  new window
26.DeVellis, Robert F.(1991)。Scale Development: Theory and Applications。Sage。  new window
27.胡幼慧、姚美華(1996)。質性研究：理論、方法及本土女性研究實例。巨流。  延伸查詢new window
28.Patton, Michael Quinn(1990)。Qualitative evaluation and research method。Sage。  new window
29.Strauss, Anselm L.、Corbin, Juliet M.(1990)。Basics of qualitative research: Grounded theory procedure and techniques。Sage。  new window
30.Montagu, A.(1986)。Touching: The Human Significance of the Skin。Touching: The Human Significance of the Skin。New York, NY。  new window
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圖書論文
1.Zaltman, G.、Schuck, L. J.(1998)。Seeing Through the Customer's Eyes with Computer Imaging。Sense and Respond: Capturing Value in the Network Era。Boston, MA：Harvard Business School Press。  new window
2.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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