Please use this identifier to cite or link to this item: http://hdl.handle.net/11455/22968
標題: A Study of Customer Behavior on Online Game-An Application of Attitude,Subjective Normative,Perceived Behavior Control,Behavior Intention and Addiction Behavior.
線上遊戲之消費者行為研究-態度、主觀規範、知覺行為控制、行為意圖與沉迷行為之應用
作者: 楊敏杰
Yang, Min-Chieh
關鍵字: http://etds.lib.nchu.edu.tw/etdservice/view_metadata?etdun=U0005-1307200620175800
態度
主觀規範
知覺行為控制
行為意圖
沉迷行為
出版社: 行銷學系
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摘要: 本研究對象是以線上遊戲玩家為主,主要理論架構基於Talor and Todd(1995)提出的解構計畫行為理論,依研究主題的特性,另輔以「沈浸經驗」、「沉迷行為」、「虛擬社群」、「知覺風險」等變數,作一適當之修改,將「態度」、「主觀規範」和「知覺行為控制」構面解構出多個信念因素,藉此用來分析影響線上遊戲玩家之「行為意圖」和「沉迷行為」。另外探討不同的人口統計變數對玩家之「行為意圖」和對玩家的「沉迷行為」是否存在顯著差異。 本研究依據相關的文獻支持和研究的目的,提出十五個研究假設,利用結構方程模式(SEM)驗證其假設。分析結果顯示,研究的基本配適度與整體配適度皆不錯,測量模型中問項對觀察變數皆達顯著,結構模型中只有三條假設不成立。研究假設檢驗:線上遊戲玩家的行為意圖受到態度與主觀規範顯著的影響,而以態度影響程度最大,但知覺行為控制不顯著;沉迷行為受到沈浸經驗與行為意圖顯著影響,而以沈浸經驗影響程度最大。態度受到知覺有用性、相容性、知覺風險與沈浸經驗顯著影響,而以知覺有用性影響程度最大,但知覺易用性不顯著;主觀規範受到長輩影響、同儕影響與虛擬社群的顯著影響,而以虛擬社群影響程度最大;知覺行為控制受到幫助條件顯著的影響,但自我效能不顯著。 綜合以上結果提出實質的建議,在態度方面,關於知覺有用性,廠商應針對玩家的目的,製作出遊戲本身豐富有趣,可以讓玩家打發時間、休閒娛樂之用,且進一歩能達到疏解壓力。在相容性,建議應有良好的互動機制,讓玩家可以即時反應其對遊戲的意見和需求。在知覺風險,建議應提供上線時間控制的機制以避免長時間玩線上遊戲對身體的傷害和其他的不良影響。在沈浸經驗,建議應重視遊戲的聲光效果,且增加角色獨特和個性化的發展,讓玩家容易融入遊戲當中;再者,建議廠商在規劃遊戲時就應考量大多數玩家的遊戲技巧和遊戲的難度是否達到平衡。 在主觀規範方面以虛擬社群此變數影響最大,所以廠商應注重遊戲中的虛擬社群,建議廠商應多與虛擬社群的成員溝通意見,並以他們為宣傳遊戲、廣告、促銷等活動的主要對象。 在知覺行為控制方面以幫助條件有顯著影響,建議廠商在設計遊戲在玩家進入線上遊戲的初期時不能設計的難度太高,此時期應提供攻略或建議讓玩家漸入佳境對遊戲產生興趣;而中後期需讓玩家感覺有挑戰性以延長其遊戲的生命週期。 在沉迷行為方面,雖然玩家越沉迷於線上遊戲當然是廠商所喜歡的,但是若太過沉迷其中,將會影響到玩家其正常生活,甚至產生許多社會問題。所以本研究建議廠商應以跳出式訊息提醒玩家該休息,或類似菸酒商品上加附警語提醒玩家不要太沉迷其中,並配合學校安排系統管理員,在上課時間監督是否有學生蹺課玩線上遊戲。
URI: http://hdl.handle.net/11455/22968
其他識別: U0005-1307200620175800
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