頁籤選單縮合
題 名 | 消費者採用行動遊戲服務的影響因素研究--以臺北大學生為例=A Study of the Consumer Behavior on Mobile Game Service--A Case Study of College Students in Taipei |
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作 者 | 呂郁女; 王正傑; | 書刊名 | 傳播管理學刊 |
卷 期 | 5:3 2004.09[民93.09] |
頁 次 | 頁21-41 |
分類號 | 496.34 |
關鍵詞 | 消費者行為; 行動電玩; 創新採用; 人口統計變數; 生活型態; EKB模式; Mobile-game; Innovation adoption; Consumer behavior; Demographic; Life sitution; EKB model; |
語 文 | 中文(Chinese) |
中文摘要 | 資訊科技、電信通訊與傳播媒體產業在技術的創新、經濟需求條件與政府撤銷管制等因素的驅動之下,形成產業聚合,創造出新興產業--行動資訊服務業的誕生。繼網際網路為主的電子商務之後,行動商務因行動通訊市場的倍速成長而日受矚目。為了創造行動電話市場營收,行動電話業者已開始重視行動遊戲以創造營收及利潤。但因行動電玩產業為行動通訊與電玩遊戲兩個不同產業聚合後的新興產業,因此國內在於行動遊戲之研究並不多,且國內行動遊戲尚在起步階段,故而本研究乃針對影響消費者使用行動遊戲因素進行探討。本研究利用EKB模式,並將購買決策過程變數配合人口統計變數及生活型態量表來分析消費者行為,分析影響消費者使用行動遊戲因素,以提供相關業者在規劃新服務的參考依據。 |
英文摘要 | With the drive forces of technological innovation, economical demand related factors and deregulation, the new industry emerged from the convergence of information technology, telecommunications and media industries is known as mobile data services. In recent years, mobile commerce has led researchers and marketers to focus their attention on the potential of marketing communication in mobile media. Mobile phone operators have attached importance of mobile-game service for mobile so as to increase the turnover and profit, which makes the growing turnover of the mobile phone market possible. Because development of mobile technology converge electronic entertainment, so the study of mobile-game service is not familiar in domestric market. Given the initiatory phase of this service in domestic market, this research investigates the possible effects of the factors on the customer's touch of mobile-game service. This study used EKB model, analyzed the consumer behavior from the aspects of the purchasing decision-making variables and the demographic variables associated with the list of life situation. It conducted the factors that influence the use of mobile-game service of customers, and provided the basic reference to the operators before planning a fresh product. |
本系統中英文摘要資訊取自各篇刊載內容。