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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=The Influence of Cyberbullying and Flame Wars on the Brand Loyalty of Online Gamers |
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作 者 | 廖郁婷; 張文山; | 書刊名 | 資訊傳播研究 |
卷 期 | 4:2 2014.04[民103.04] |
頁 次 | 頁23-42 |
分類號 | 496.34 |
關鍵詞 | 網路霸凌; 網路論戰; 品牌忠誠度; Cyberbullying; Flame wars; Brand loyalty; |
語 文 | 中文(Chinese) |
中文摘要 | 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。 |
英文摘要 | 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. |
本系統中英文摘要資訊取自各篇刊載內容。