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題名：虛擬經驗對顧客忠誠度的影響：以大型多人線上角色扮演遊戲為例
書刊名：資訊傳播研究
作者：許明潔／許嘉真
作者(外文)：Hsu, Ming-chieh／Hsu, Chia-chen
出版日期：2013
卷期：4:1
頁次：頁87-108
主題關鍵詞：虛擬經驗；線上遊戲；顧客忠誠度；Virtual experience；Online game；Customer loyalty
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(1) 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:1
  • 共同引用共同引用:15
  • 點閱點閱:19
本研究探討大型多人線上角色扮演遊戲玩家的虛擬經驗對顧客忠誠度的影響，並探究虛擬經驗與顧客忠誠度在不同人口變項中的差異。本研究採網路問卷進行調查，應用因素分析、差異分析、相關分析與迴歸分析後，提出線上角色扮演遊戲之虛擬經驗包含：遊戲娛樂、遊戲沉浸、遊戲美感、虛擬社群、虛擬商城等五項。另顧客忠誠度分為行為忠誠與態度忠誠等兩項。文中提出線上角色扮演遊戲的虛擬經驗可正向預測顧客忠誠度，並以遊戲沉浸、遊戲美感與虛擬商城經驗最具影響力。而男性玩家較女性玩家更重視線上角色扮演遊戲中的虛擬經驗，對於遊戲也較女性玩家具有忠誠度。
The purpose of the present study was to investigate players' virtual experience gained from massive multi-player online role-playing games, and analyze the influence of virtual experience on player's customer loyalties. In addition, this study also examined whether players' demographic variables would cause significant differences in their virtual experience and customer loyalties. The survey was conducted on the Internet, with 461 valid participants. The analysis methods used in this study included: factor analysis, t test, ANOVA, and simultaneous regression. The results of this study showed that the virtual experience in online role-playing games consists of five types, namely game entertainment, game immersion, game aesthetics, virtual community, and virtual shopping. Customer loyalties were composed of two indicators: behavioral loyalty and attitudinal loyalty. Results also indicated that players' virtual experience in online role-playing game can positively predict their customer loyalties. Among these, game immersion, game aesthetics and virtual shopping were identified as the most influential of virtual experience factors on customer loyalty. In addition, it was found that male players paid more attention to virtual experiences in online role-playing games than females. Male players also expressed more customer loyalty than females.
期刊論文
1.林宇玲(20110700)。線上遊戲與性別建構。新聞學研究，108，51-58。new window  延伸查詢new window
2.Griffith, D. A.、Chen, Q.(2004)。The Influence of Virtual Direct Experience (VDE) on On-Line Advertising Message Effectiveness。Journal of Advertising，33(1)，55-68。  new window
3.Park, Seung-bae、Chung, Namho(2011)。Mediating roles of self-presentation desire in online game community commitment and trust behavior of Massive Multiplayer Online Role-Playing Games。Computers in Human Behavior，27(6)，2372-2379。  new window
4.Bailey, R.、Wise, K.、Bolls, P.(2009)。How avatar customizability affects children's arousal and subjective presence during junk food-sponsored online video games。CyberPsychology and Behavior，12(3)，277-283。  new window
5.Jeng, S. P.、Teng, C. I.(2008)。Personality and motivations for playing online games。Social Behavior and Personality，36，1053-1060。  new window
6.Lee, C. W.(2010)。Influential factors of player's loyalty toward online games for achieving commercial success。Australasian Marketing Journal，18，81-92。  new window
7.Takatalo, J.、Nyman, G.、Laaksonen, L.(2008)。Components of human experience in virtual environments。Computers in Human Behavior，24，1-15。  new window
8.Yee, N.(2007)。Motivations of play in online games。CyberPsychology and Behavior，9，772-775。  new window
9.Yee, N.、Bailenson, J. N.、Ducheneaut, N.(2009)。The proteus effect: Implications of transformed digital self-representation on online and offline behavior。Communication Research，36，285-312。  new window
10.Johnson, D.、Wiles, J.(2003)。Effective affective user interface design in games。Ergonomics，46(13)，1332-1345。  new window
11.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
12.Sweetser, P.、Wyeth, P.(2005)。Gameflow: A model for evaluating player enjoyment in games。Computers in Entertainment，3(3)，1-24。  new window
13.Teng, C. I.(2010)。Customization, immersion satisfaction, and online gamer loyalty。Computers in Human Behavior，26(6)，1547-1554。  new window
14.Fletcher, G. J. O.、Simpson, J. A.、Thomas, G.(2000)。The Measurement of Perceived Relationship Quality Components: A Confirmatory Factor Analytic Approach。Personality and Social Psychology Bulletin，26(3)，340-354。  new window
15.Chaudhury, A.、Mallick, D. N.、Rao, H. R.(2001)。Web channels in e-commerce。Communications of the ACM，44(1)，99-104。  new window
16.Oliver, R. L.(1999)。Whence consumer loyalty?。Journal of Marketing，63，33-44。  new window
17.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
18.Lechner, Ulrike、Hummel, Johannes(2002)。Business models and system architectures of virtual communities: From a sociological phenomenon to peer-to-peer architectures。International Journal of Electronic Commerce，6(3)，41-53。  new window
19.Li, Hairong、Daugherty, Terry、Biocca, Frank(2001)。Characteristics of Virtual Experience in Electronic Commerce: A Protocol Analysis。Journal of Interactive Marketing，15(3)，13-30。  new window
20.Choi, Dongseong、Kim, Jinwoo(2004)。Why People Continue to Play Online Games: In Search of Critical Design Factors to Increase Customer Loyalty to Online Contents。CyberPsychology & Behavior，7(1)，11-24。  new window
21.Peltier, J. W.、Westfall, J. E.(2000)。Dissecting the HMO-benefits managers relationship: What to measure and why?。Marketing Health Services，20(2)，4-13。  new window
22.張玉佩(20110600)。線上遊戲之閱聽人愉悅經驗探索。中華傳播學刊，19，61-95。new window  延伸查詢new window
23.Fečiková, Ingrid(2004)。An index method for measurement of customer satisfaction。The TQM Magazine，16(1)，57-66。  new window
24.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
25.Bowen, John T.、Chen, Shiang‐Lih(2001)。The Relationship between Customer Loyalty and Customer Satisfaction。International Journal of Contemporary Hospitality Management，13(5)，213-217。  new window
26.Jones, Thomas O.、Sasser, W. Earl Jr.(1995)。Why Satisfied Customers Defect?。Harvard Business Review，73(6)，88-99。  new window
27.Thomas, P.、Macredie, R. D.(2002)。Introduction to the new usability。ACM Transactions on Computer-Human Interaction，9(2)，69-73。  new window
圖書
1.劉月純(2012)。臺灣遊戲產業發展與全球趨勢分析。臺北：財團法人資訊工業策進會產業情報研究所。  延伸查詢new window
2.戴群達、謝子樵(2010)。數位遊戲之創新應用發展趨勢。臺北：財團法人資訊工業策進會產業情報研究所。  延伸查詢new window
3.謝子樵(2009)。臺灣線上遊戲玩家行為分析。臺北：財團法人資訊工業策進會產業情報研究所。  延伸查詢new window
圖書論文
1.Ritterfeld, U.、Weber, R.(2006)。Video games for entertainment and education。Playing video games: Motives, responses, and consequences。Mahwah, NJ：Lawrence Erlbaum Associates。  new window
 
 
 
 
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