Please use this identifier to cite or link to this item: http://hdl.handle.net/11455/92456
標題: Key Design Factors for Increasing Customer Loyalty, Satisfaction, and Recommendation of Mobile Games: A Flow State Model Framework
增加手機遊戲顧客忠誠度、滿意度與推薦度的關鍵因子: 心流模型
作者: 廖仲強
Chung-Chiang Liao
關鍵字: 手機遊戲;心流模型架構;顧客忠誠度;顧客滿意度;推薦度;Mobile games;Flow Model Framework;Customers' Loyalty;Customers' Satisfaction;Recommendation
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摘要: 
Abstract
Because of the development of mobile-game technology this past decade, people can play games on their mobile devices anytime and anywhere. Mobile game developers are trying hard to develop good mobile games, and in the past few years, the mobile game market has become very competitive. As people increasingly play mobile games. However, few studies have investigated the following questions: 1.What factors will influence the players repeating playing, or not? 2. What factors will influence the customers' satisfaction? 3. What factors will influence whether the player would recommend this game to other players, or not?
In this paper, the author used a flow model framework to identify the factors related to customer loyalty, customer satisfaction, and recommendations, regarding mobile games. Personal interaction can be facilitated by providing appropriate goals, richness, and game control; community interaction can be facilitated through appropriate communication places and communication tools.
The results of the data collected from 200 users of mobile game indicate that people continue to play online games, are satisfied and recommend the game to other players if they have optimal experiences (flow state) while playing the games. This optimal experience (flow state) can be achieved if the player has effective personal interaction with the game system. The results of this study can identify the key factor giving players an optimal experience, and allow mobile game developers to understand the key factor of game design, in order to narrow the gap between the customer and the game developers.

摘要
研究背景與動機-這十年來隨著手機遊戲科技的發展以及行動上網的發展,人們能夠在任何地方及任何時間使用行動裝置遊玩手機遊戲。遊戲廠商也更積極在開發受玩家喜愛的遊戲,使得在這幾年間手機遊戲產業已經變的如此競爭,玩家花了大量的時間遊玩。然而卻很少有論文提到1.什麼因素會影響玩家的顧客忠誠度2.什麼因素會影響遊戲過程的滿意度3.甚麼因素影響玩家是否願意推薦此款遊戲給其他玩家。
研究方法與問題-在這篇論文中,作者利用心流模型架構去探討顧客在經歷了心流階段(最佳經歷)後在忠誠度、滿意度與推薦度之間的關係,在心流階段的前置因子分為個人互動與社會互動。
研究結果與討論-資料從兩百位手機遊戲玩家中蒐集,研究結果顯示足夠的個人互動會影響玩家進入心流階段,而社會互動不會。此外研究結果亦顯示心流階段影響著1.玩家持續遊玩手機遊戲之意願2.玩家滿意度3.玩家推薦他人此款遊戲的意願。此研究結果可以找出影響玩家遊戲最佳經歷的重要因子,並提供了遊戲開發者縮減與顧客想法之間差距的方法
URI: http://hdl.handle.net/11455/92456
其他識別: U0005-1508201517570400
Rights: 不同意授權瀏覽/列印電子全文服務
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