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題名：網路遊戲促銷活動透過知覺價值對購買意願的影響效果--以網路遊戲涉入程度為干擾變數
書刊名：東吳經濟商學學報
作者：王又鵬／陳信全／曾忠蕙 引用關係
作者(外文)：Wang, Yu-peng／Chen, Hsin-chuan／Tseng, Chung-hui
出版日期：2015
卷期：91
頁次：頁81-108
主題關鍵詞：網路遊戲；促銷活動；知覺價值；購買意願；涉入程度；Online games；Promotion campaigns；Perceived value；Purchase intention；Involvement
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(2) 博士論文(0) 專書(0) 專書論文(0)
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  • 共同引用共同引用:24
  • 點閱點閱:268
近年來遊戲產業蓬勃發展，網路遊戲業者常舉辦許多不同類型的促銷活動，欲勾起顧客想購買其商品的慾望，並且當顧客對網路遊戲擁有一定的涉入程度時，會藉此產生依賴感並進一步影響顧客，而知覺價值在這個過程中擁有舉足輕重的影響力。本研究針對網路遊戲，探討其促銷活動、涉入程度、知覺價值與購買意願之間的關係，採用線上問卷的方式，透過Google網站進行問卷調查。經問卷收集後，共收回有效問卷336份。研究結果顯示：(1)網路遊戲促銷活動會透過四項知覺價值（情緒價值、社會價值、價格功能價值、品質功能價值）的中介變數，正向影響購買意願；(2)顧客對網路遊戲的涉入程度會強化促銷活動與四項知覺價值間的關係，亦即涉入程度呈現顯著干擾效果。
Recently, online games becomes popular, and firms of online games usually hold various promotional campaigns to increase consumers’ buying intention. Consumers’ involvement of online games as well as consumers’ perceived value play important role in the decision process. This study, focusing on online games, investigated the relationship among promotional campaigns, consumers’ involvement, perceived value, and purchase intention. Data was collected from Google website and 336 valid online questionnaires were gathered. Results of several regression analyses found that (1) Promotional campaign of online games, positively influence purchase intention with four types of perceived value (i.e. emotional value, social value, functional value from price, and functional value from quality) rendering mediating effects; (2) consumers’ involvement of online games, as a significant moderator, strengthened the relationship between promotional campaigns and four types of perceived value.
期刊論文
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9.Cheung, C. M. K.、Shen, X.-L.、Lee, Z. W. Y.、Chan, T. K. H.(2015)。Promoting Sales of Online Games through Customer Engagement。Electronic Commerce Research and Applications，14(4)，241-250。  new window
10.De Oliveira Santini, F.、Sampaio, C. H.、Perin, M. G.、Espartel, L. B.、Ladeira, W. J.(2015)。Moderating Effects of Sales Promotion Types。Brazilian Administration Review，12(2)，169-189。  new window
11.Lien, Che-hui、Wen, Miin-jye、Huang, Li-ching、Wu, Kuo-lung(20151200)。Online Hotel Booking: The Effects of Brand Image, Price, Trust and Value on Purchase Intentions。Asia Pacific Management Review，20(4)，210-218。new window  new window
12.Mendez, M.、Bendixen, M.、Abratt, R.、Yurova, Y.、O'Leary, B.(2015)。Sales Promotion and Brand Loyalty: Some New Insights。International Journal of Education and Social Science，2(1)，103-117。  new window
13.Ndubisi, N. O.(2006)。Effectiveness of Sales Promotional Tools in Malaysia: The Case of Low Involvement Products。Academy of Marketing Studies Journal，10(2)，41-56。  new window
14.Prebensen, N. K.、Woo, E. J.、Chen, J. S.、Uysal, M.(2012)。Motivation and Involvement as Antecedents of the Perceived Value of the Destination Experience。Journal of Travel Research，52(2)，253-264。  new window
15.Prebensen, N. K.、Kim, H.、Uysal, M.(2015)。Cocreation as Moderator between the Experience Value and Satisfaction Relationship。Journal of Travel Research，1-12。  new window
16.Rezaei, S.、Ghodsi, S. S.(2014)。Does Value Matters in Playing Online Game? An Empirical Study among Massively Multiplayer Online Role-Playing Games (MMORPGs)。Computers in Human Behavior，35，252-266。  new window
17.Song, H.、Cadeaux, J.、Yu, K.(2015)。The Effects of Service Supply on Perceived Value Proposition under Different Levels of Customer Involvement。Industrial Marketing Management。  new window
18.陳亭羽、陳蓉蓉(20080600)。應用模糊系統於產品涉入之研究--以汽車產品為例。管理科學研究，5(1)，61-97。new window  延伸查詢new window
19.Bei, Lien-Ti、Widdows, Richard(1999)。Product Knowledge and Product Involvement as Moderators of the Effects of Information on Purchase Decisions: A Case Study Using the Perfect Information Frontier Approach。Journal of Consumer Affairs，33(1)，165-186。  new window
20.Campbell, L.、Diamond, W. D.(1990)。Framing and sales promotion: The characteristics of a Good Deal。Journal of Consumer Marketing，7(4)，25-31。  new window
21.Chen, C. F.、Tsai, M. H.(2008)。Perceived value, satisfaction, and loyalty of TV travel product shopping: Involvement as a moderator。Tourism Management，29(6)，1166-1171。  new window
22.Gardner Meryl P.、Mitchell, Andrew A.、Russo, J. Edward(1985)。Low Involvement Strategies for Processing Advertisements。Journal of Advertising，14(2)，4-56。  new window
23.Grewal, Dhruv、Monroe, Kent B.、Krishnan, R.(1998)。The Effects of Price-Comparison Advertising on Buyers' Percepticms of Acquisition Value, Transaction Value, and Behavioral Intentions。Journal of Marketing，62(2)，46-59。  new window
24.Petrick, J. F.(2000)。Development of a multi-dimensional scale for measuring the perceived value of a service。Journal of Leisure Research，34(2)，119-134。  new window
25.Lee, E.-J.、Overby, J. W.(2004)。Creating value for online shoppers: Implications for satisfaction and loyalty。Journal of Consumer Satisfaction, Dissatisfaction and Complaining Behavior，17(3)，54-67。  new window
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27.林陽助、陳郡怡(20061200)。贈品--主產品配適度對消費者的知覺價值與購買意圖影響之研究。交大管理學報，26(2)，123-154。new window  延伸查詢new window
28.Zaichkowsky, Judith Lynne(1986)。Conceptualizing involvement。Journal of Advertising，15(2)，4-34。  new window
29.Aaker, David A.(1996)。Measuring Brand Equity Across Products and Markets。California Management Review，38(3)，102-120。  new window
30.Sweeney, Jillian C.、Soutar, Geoffrey N.(2001)。Consumer Perceived Value: The Development of a Multiple Item Scale。Journal of Retailing，77(2)，203-220。  new window
31.Baker, Julie、Parasuraman, A.、Grewal, Dhruv、Voss, Glenn B.(2002)。The Influence of Multiple Store Environment Cues on Perceived Merchandise Value and Patronage Intentions。Journal of Marketing，66(2)，120-141。  new window
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34.Zaichkowsky, Judith Lynne(1994)。The Personal Involvement Inventory: Reduction, Revision, and Application to Advertising。Journal of Advertising，23(4)，59-70。  new window
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會議論文
1.花千惠、胡凱傑(2014)。奢侈品品牌形象、奢侈品價值與品牌態度對顧客購買意圖之影響。第17屆科際整合管理研討會。  延伸查詢new window
2.從授權、大數據、行動平台看遊戲產業趨勢。2015年臺灣遊戲產業趨勢國際論壇。  延伸查詢new window
學位論文
1.陳瑩郿(2003)。價格促銷呈現方式對消費者商店選擇之影響--以連鎖藥妝店為例(碩士論文)。國立交通大學，新竹縣。  延伸查詢new window
2.林怡君(2011)。消費者特質對商店品牌滿意度與再購意願之影響--以產品涉入為干擾變數(碩士論文)。東海大學。  延伸查詢new window
3.江書晏(2015)。保健食品產品功能、涉入程度對購買意願影響之研究--以消費者年齡為干擾變數(碩士論文)。中國文化大學。  延伸查詢new window
4.李杰(2010)。體驗行銷、參與動機對線上遊戲玩家購買意願影響之研究--以產品涉入為干擾變數(碩士論文)。實踐大學。  延伸查詢new window
5.李俊治(2010)。基於虛擬貨幣之線上活動激勵機制設計(碩士論文)。臺北市立教育大學。  延伸查詢new window
6.吳志鑫(2010)。在虛擬通路下影響消費者促銷購買意願之研究-以線上遊戲點數卡為例(碩士論文)。靜宜大學。  延伸查詢new window
7.林子耘(2012)。知覺價值對購買意願的影響--以技術品質為干擾變數(碩士論文)。屏東科技大學。  延伸查詢new window
8.陳韋仁(2009)。品牌形象、價格折扣對知覺品質、知覺價值與購買意願之影響--以數位相機為例(碩士論文)。國立成功大學。  延伸查詢new window
9.黃詩涵(2013)。從知覺價值觀點探討品牌形象對顧客購買意願之研究：以快速時尚服飾為例(碩士論文)。國立臺北大學。  延伸查詢new window
10.張櫻馨(2007)。從顧客價值觀點探討網路商店創新之研究：以T購物網之獨家代理為例(碩士論文)。明志科技大學。  延伸查詢new window
11.張羽霖(2010)。以認知價值觀點探討影響線上遊戲玩家滿意度與忠誠度之研究(碩士論文)。大葉大學。  延伸查詢new window
12.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
13.李秉倫(2001)。折扣深度、產品屬性與促銷情境對品牌評價與購買意願影響之研究(碩士論文)。銘傳大學。  延伸查詢new window
14.陳彥芳(2004)。價格促銷、認知價值與商店形象對購買意願影響之研究--以大台北地區3C連鎖家電為例(碩士論文)。真理大學。  延伸查詢new window
15.陳玉芳(2010)。價格促銷、善因行銷與從眾行為對消費者知覺價值及購買意願之研究--以美食團購為例(碩士論文)。國立臺灣師範大學。  延伸查詢new window
16.許心柔(2014)。網路購物品牌形象、品牌信任、知覺價值、知覺風險對購買意願影響之研究--以網路購買服飾商品為例(碩士論文)。南華大學。  延伸查詢new window
圖書
1.王又鵬(2014)。促銷活動管理。台中：滄海書局。  延伸查詢new window
2.愛德華．卡斯特羅諾瓦、黃煜文、林麗雪(2014)。虛擬貨幣經濟學：從線上寶物、紅利點數、比特幣到支付系统，數十億人都能從中獲利的新興經濟趨勢。台北：野人文化股份有限公司。  延伸查詢new window
3.鍾文榮(2007)。發現虛擬貨幣藏寶圖。台灣金融研訓院。  延伸查詢new window
4.Dommernuth, W. P.(1989)。Promotions: Analysis, Creativity and Strategy。Boston：PWS-Kent Publishing Company。  new window
5.Hair, Joseph F. Jr.、Anderson, Rolph E.、Tatham, Ronald L.、Black, William C.、Babin, Barry J.(1998)。Multivariate data analysis。Prentice-Hall, Inc.。  new window
6.Blattberg, Robert C.、Neslin, Scott A.(1990)。Sales Promotion: Concepts, Methods, and Strategies。Prentice Hall。  new window
7.Monroe, Kent B.(1990)。Pricing: Making Profitable Decisions。New York：McGraw-Hill。  new window
8.Quelch, John A.(1989)。Sales Promotion Management。Englewood Cliffs, New Jersey：Prentice-Hall, Inc.。  new window
其他
1.維基百科。網路遊戲，https://zh.wikipedia.org/wiki/%E7%BD%91%E7%BB%9C%E6%B8%B8%E6%88%8F， 2014/05/06。  new window
2.MBA智庫百科。涉入理論，http://wiki.mbalib.com/zh-tw/%E6%B6%89%E5%85%A5%E7%90%86%E8%AE%BA， 2015/12/10。  new window
3.MBA智庫百科。產品涉入度，http://wiki.mbalib.com/zh-tw/%E4%BA%A7%E5%93%81%E6%B6%89%E5%85%A5%E5%BA%A6， 2015/12/20。  new window
4.新浪科技(20131125)。比特幣：虛擬世界的瘋狂造富夢，http://tech.sina.com.cn/i/2013-11-25/03578944427.shtml， 2014/05/06。  延伸查詢new window
5.UrAD(2015)。撼動世界的台灣手遊市場，http://www.urad.com.tw/， 2015/04/01。  延伸查詢new window
6.巴哈姆特(2014)。MMO全球市場預估2017年成長至3976億元《英雄聯盟》今年營收至今己達289億元，http://www.gamer.com.tw/index2.php， 2015/03/26。  延伸查詢new window
 
 
 
 
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