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題名：臺灣地區線上遊戲者人格特質忠誠度關聯研究：需求內容為干擾
書刊名：科技管理學刊
作者：劉仲矩 引用關係／林鈺璇
作者(外文)：Liu, Chung-chu／Lin, Yu-hsuan
出版日期：2012
卷期：17:1
頁次：頁73-110
主題關鍵詞：線上遊戲；人格特質；需求；忠誠度；Online games；Personalities；Needs；Loyalty
原始連結：連回原系統網址new window
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  • 被引用次數被引用次數:期刊(6) 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:3
  • 共同引用共同引用:53
  • 點閱點閱:57
線上遊戲的出現，突破人與人之間的藩離，替遊戲產業造就廣大商機。線上遊戲具備娛樂、分享、社交等特性，對社會大眾充滿魅力，維繫成員對線上遊戲的忠誠並了解可能影響的原因成為遊戲業者的重要課題。本研究目的在探討人格特質與忠誠度關聯性，並以需求內容為干擾。研究對象為線上遊戲使用者，資料收集以便利抽樣方式，有效問卷共427份。研究對象分為多人線上遊戲、社群遊戲、線上賭博遊戲與線上小遊戲，分析結果指出以多人線上遊戲與社群遊戲有最多玩家使用。本研究運用階層迴歸分析，並透過分析結果，發現使用線上遊戲者若具備外向型、和諧型或創新型人格特質，與其忠誠度為正向相關，另外，需求內容也會對外向型與創新型人格特質線上遊戲使用者產生干擾作用。本研究最後根據研究結果提出對學術與實務的建議。
As online games appear, they lessen the distances between different people. Moreover, they create a huge market for the game industry. Online games provide various functions such as entertainment, sharing, and sociality. It is very important to understand the determinants of loyalty, both as a business topic and as a discussion topic generally. This research focuses on exploring the relationship between personalities and loyalties. The hierarchy of needs will be used as a moderating variable in this research. In the research, MMORPG games, social website, gambling online games, and simple online games. From this result of analysis, there are much more online gamers have played MMORPG games and social websites games. Linear regression method is adapted for data analysis. The results show positive relationships between loyalties and extroversive, agreeable, innovated personalities. The results also point out that content of need plays a moderating role on one's loyalty as one who has extroversion or innovated personality. According to the results, a number of suggestions are given to academics and practitioners.
期刊論文
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4.Lewis, B. R.、Soureli, M.(2006)。The Antecedents of Consumer Loyalty in Retail Banking。Journal of Consumer Behaviour: An International Research Review，5(1)，15-31。  new window
5.李正文、李元傑、董丞家(20101000)。以消費者觀點探討網路遊戲廠商之經營策略。先進工程學刊，5(4)，367-376。  延伸查詢new window
6.王淑慧、陳麗如(2006)。服務品質對顧客滿意度與顧客忠誠度關係之探討。遠東學報，23(3)，525-536。  延伸查詢new window
7.Meagher, K.、Teo, E. G. S.(2005)。Two-part Tariffs in the Online Gaming Industry:The Role of Creative Destruction and Network Externalities。Information Economics and Policy，17(4)，457-470。  new window
8.Bames, J. G.、Howlett, D. M.(1998)。Predictors of equity in relationships between financial services providers and retail customers。International Journal of Bank Marketing，16(1)，15-23。  new window
9.Hampson, S. E.、Goldberg, L. R.(2006)。A First Large Cohort Study of Personality Trait Stability Over the 40 Years between Elementary School and Midlife。Journal of Personality and Social Psychology，91(4)，763-779。  new window
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15.Lu, H.-P.、Wang, S.-M.(2008)。The role of internet addiction in online game loyalty: an exploratory study。Internet Research，18(5)，499-519。  new window
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17.Methlie, L. B.、Nysveen, H.(1999)。Loyalty of on-line bank customers。Journal of Information Technology，14(4)，375-386。  new window
18.Wu, W. Y.、Sukoco, B. M.(2010)。Why Should I Share? Examining Consumers' Motives and Trust on Knowledge Sharing。Journal of Computer Information Systems，50(4)，11-19。  new window
19.Major, D. A.、Turner, J. E.、Fletcher, T. D.(2006)。Linking proactive personality and the big five to motivation to learn and development activity。Journal of Applied Psychology，91(4)，927-935。  new window
20.Fulk, Janet、Steinfield, C. W.、Power, J. G.、Schmitz, J.(1987)。A social information processing model of media use in organizations。Communication Research，14(5)，529-552。  new window
21.Gwinner, Kevin P.、Gremler, Dwayne D.、Bitner, Mary Jo(1998)。Relational Benefits in Services Industries: The Customer's Perspective。Journal of the Academy of Marketing Science，26(2)，101-114。  new window
22.McClelland, David C.(1973)。Testing for competence rather than for "intelligence"。American Psychologist，28(1)，1-14。  new window
23.Chou, C.、Tsai, M. J.(2007)。Gender differences in Taiwan high school students' computer game playing。Computers in Human Behavior，23(1)，812-824。  new window
24.陳禹辰、侯正裕、尚榮安、陳靜枝、張翊宏(20091200)。玩家為何轉換線上遊戲--人口遷徙理論觀點。電子商務學報，11(4)，723-751。new window  延伸查詢new window
25.陳建文、洪嘉蓉(20050700)。服務品質、顧客滿意度與忠誠度關係之研究--以ISP為例。電子商務研究，3(2)，153-172。new window  延伸查詢new window
26.Maslow, Abraham H.(1943)。A Theory of Human Motivation。Psychological Review，50(4)，370-396。  new window
27.Anderson, Rolph E.、Srinivasan, Srini S.(2003)。E-Satisfaction and E-Loyalty: A Contingency Framework。Psychology & Marketing，20(2)，123-138。  new window
28.Lau, Geok Theng、Ng, Sophia(2001)。Individual and situational factors influencing negative word-of-mouth behavior。Canadian Journal of Administrative Sciences，18(3)，163-178。  new window
29.Shankar, Venkatesh、Smith, Amy K.、Rangaswamy, Arvind(2003)。Customer Satisfaction and Loyalty in Online and Offline Environments。International Journal of Research in Marketing，20(2)，153-175。  new window
30.Hoffman, Donna L.、Novak, Thomas P.(1996)。Marketing in Hypermedia Computer-Mediated Environments: Conceptual Foundations。Journal of Marketing，60(3)，50-68。  new window
31.鄧景宜、梁信源、呂季芳(20071200)。線上遊戲玩家與非玩家人格與心理需求滿足之差異。電子商務研究，5(4)，439-462。new window  延伸查詢new window
32.Hsu, Chin-Lung、Lu, Hsi-Peng(2004)。Why do people play on-line games? An extended TAM with social influences and flow experience。Information & Management，41(7)，853-868。  new window
33.陳威江、藍淑娟、呂文琴(20071200)。線上遊戲之消費分析。大漢學報，22，73-86。  延伸查詢new window
34.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
35.McCrae, Robert R.、John, Oliver P.(1992)。An Introduction to the Five-Factor Model and Its Applications。Journal of Personality，60(2)，175-215。  new window
36.羅天玉、丁道群(2006)。人格特質、網路使用動機與網路成癮傾向的關係。中國臨床心理學雜誌，14(4)，365-367。  延伸查詢new window
學位論文
1.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
2.莊雅婷(2008)。關係品質與忠誠度之研究--以中華電信MOD客戶為例(碩士論文)。世新大學。  延伸查詢new window
3.陳怡安(2002)。線上遊戲的魅力--以重度玩家為例(碩士論文)。南華大學。  延伸查詢new window
圖書
1.群益證券CIS小組(2001)。第一次認識Game產業就上手。臺北：易博士出版社。  延伸查詢new window
2.Crawford, Chris、葉思義(2005)。遊戲大師談數位互動劇本創作。碁峰資訊股份有限公司。  延伸查詢new window
3.張智超、虞孝成(2001)。網咖‧連線遊戲e軍突起。台北：聯經出版事業公司。  延伸查詢new window
4.邱皓政(2000)。社會與行為科學的量化研究與統計分析：SPSS中文視窗版資料分析範例解析。臺北市：五南圖書出版股份有限公司。  延伸查詢new window
5.Pervin, L. A.(1993)。Personality: Theory and research。New York, NY：John Wiley & Sons, Inc.。  new window
6.Herzberg, Frederich(1966)。Work and the nature of man。The World Publishing Co.。  new window
7.張春興(2007)。教育心理學：三化取向的理論與實踐。東華。  延伸查詢new window
8.Maslow, Abraham H.、Frager, Robert、Fadiman, James、McReynolds, C.(1970)。Motivation and Personality。Harper。  new window
9.Allport, Gordon Willard(1961)。Pattern and Growth in Personality。Holt, Rinehart & Winston。  new window
10.Maslow, Abraham H.(1954)。Motivation and Personality。Harper & Row。  new window
其他
1.于江濤(2009)。電子商務下顧客忠誠度的培養。  延伸查詢new window
2.白新文、王二平、李永娟(2006)。大五人格與績效：圑隊水平的研究。  延伸查詢new window
3.汪維揚與林家瑋(2009)。台灣網路遊戲產業成長與競爭動態之研究。  延伸查詢new window
4.施志昇(1998)。解開互動式多媒體的『故事密碼』。  延伸查詢new window
5.陳玉婷、陳林芳(2009)。從個人特質觀點來分析線上遊戲玩家行為傾向。  延伸查詢new window
6.陳細鈿、邱鈺娟(2008)。探討不同人格特質之網路購物消費者在信任、滿意度及忠誠度間之關聯性研究。  延伸查詢new window
7.黃莉君(2008)。青少年參與線上遊戲之研究。  延伸查詢new window
8.黃麗霞、張重昭(2003)。訊息來源、正負面訊息與市場行家特質對網路訊息傳播之影響。  延伸查詢new window
9.張燦明(2005)。台中地區量販店顧客滿意度與忠誠度關聯之研究。  延伸查詢new window
10.游光昭、蔡福興、蕭顯勝、徐毅穎(2004)。線上遊戲的網路學習成效研究。  延伸查詢new window
11.廖展輝(2004)。線上遊戲涉入程度及遊戲沉浸經驗與遊戲忠誠度之關係研究。  延伸查詢new window
12.傅鏡暉(2003)。線上游戲產業Happy書：帶領你深入瞭解On-Line Game產業，台北：遠流出版社。  延伸查詢new window
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