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題名:網路霸凌與網路論戰對遊戲玩家品牌忠誠度的影響
書刊名:資訊傳播研究
作者:廖郁婷張文山 引用關係
作者(外文):Liao, Yu-tingChang, Wenshan
出版日期:2014
卷期:4:2
頁次:頁23-42
主題關鍵詞:網路霸凌網路論戰品牌忠誠度CyberbullyingFlame warsBrand loyalty
原始連結:連回原系統網址new window
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  • 共同引用共同引用:45
  • 點閱點閱:82
本研究針對線上遊戲玩家,探討網路霸凌與網路論戰對玩家品牌忠誠度的影響。研究者採網路問卷進行調查,有效樣本數為538份。研究結果顯示,網路霸凌包括:肢體言語霸凌(親身經驗)、肢體言語霸凌(他人經驗)、關係霸凌、非直接霸凌;網路論戰則區分:不認同、緊張、敵意嚇阻;而品牌忠誠度分成:基本與衍生行為、再購行為。本研究發現,透過不認同論戰做為中介,非直接霸凌可預測玩家的品牌忠誠度。因此,對於遊戲產業而言,除了要清楚掌握玩家間霸凌與被霸凌的情況以外,也要適時製造話題,引起玩家對網路論戰的意願,以滿足玩家當英雄的心理,著迷目前在玩的遊戲,並且成為忠實粉絲。
This study aimed at exploring the influence of cyberbullying and flame wars on the brand loyalty of online gamers. This survey was conducted on the Internet, with 538 effective participants. The results showed that cyberbullying is divided into four types, namely physical & verbal (first-hand experience), physical & verbal (second-hand experience), relational, and indirect. Flame wars comprised three indicators, namely disagreement, tension, and profane antagonism. Brand loyalty consisted of two types of behavior, namely primary & secondary behavior and repurchasings. The results partially supported the premise that the variable of disagreement situations mediated the effect of indirect bullying on brand loyalty. For the games industry, aside from case control of bullying and being bullied, more postings about bullying issues could be made at the right moment to get players' attention as well. This facilitation may satisfy the winning hero psyche and attract game players to be real fans.
期刊論文
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圖書
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其他
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