查詢結果分析
相關文獻
- 虛擬經驗與消費價值對顧客忠誠度之影響:以大型多人線上角色扮演遊戲為例
- 虛擬經驗對顧客忠誠度的影響:以大型多人線上角色扮演遊戲為例
- Factors Affecting Intent to Purchase Virtual Goods in Online Games
- 獨立音樂平臺使用者虛擬經驗對關係品質與顧客忠誠度之影響:以MySpace為例
- 線上遊戲與數位世界的實在與價值
- 線上遊戲之服務品質與顧客忠誠度之關係
- 機造影片涉入程度與顧客忠誠度關係探討--以臺灣的《魔獸世界》線上遊戲機造影片為案例研究
- 線上遊戲服務市場現況與未來
- 高雄市立美術館服務品質與行銷策略之個案研究
- 網路書店關係品質與顧客忠誠度模式之研究
頁籤選單縮合
題 名 | 虛擬經驗與消費價值對顧客忠誠度之影響:以大型多人線上角色扮演遊戲為例=Influence of Virtual Experiences and Consumption Values on Customer Loyalty: A Case Study of Massive Multiplayer Online Role-Playing Games |
---|---|
作 者 | 谷炘慈; 張文山; 谷炘慈; | 書刊名 | 資訊傳播研究 |
卷 期 | 7:1 2016.10[民105.10] |
頁 次 | 頁1-20 |
分類號 | 496.34 |
關鍵詞 | 消費價值; 虛擬經驗; 線上遊戲; 顧客忠誠度; Consumption value; Virtual experience; Online game; Customer loyalty; |
語 文 | 中文(Chinese) |
中文摘要 | 本研究以大型線上角色扮演遊戲玩家作為母體群,探討其虛擬經驗、消費價值與顧客忠誠度之間的預測關係。本研究進行網路問卷調查,研究結果顯示,玩家虛擬經驗包含:遊戲娛樂、遊戲沉浸、虛擬社群、產品特色,和虛擬商城;其消費價值分為:外在價值、內在價值,以及社會價值;顧客忠誠度則包括:遊戲產品和遊戲場商。本研究發現,虛擬經驗透過消費價值為中介對顧客忠誠度有正向的預測力;其中透過外在價值之中介效果時,產品特色經驗具有顯著的影響力;而透過內在價值之中介效果時,遊戲娛樂和產品特色經驗皆有顯著的影響力。本研究結果亦顯示,以消費價值為中介的效果中,產品特色經驗對遊戲產品之忠誠度最有影響,虛擬商城經驗則對遊戲廠商之忠誠度最有影響。 |
英文摘要 | This study recruited a sample of players of multiplayer online roleplaying games (MMORPGs) and explored their virtual experience, consumption values, and customer loyalty toward MMORPGs. Finally, how their virtual experiences can predict customer loyalty through a mediator of consumption values was analyzed. The online survey results indicated that player’s virtual experiences consisted of five factors, namely entertainment, immersion, virtual community, product attributes, and virtual store. Consumption values comprised extrinsic values, intrinsic values, and social values. Customer loyalty was classified into game products and game providers. The study noted that, through the mediator of consumption value, virtual experience can positively predict customer loyalty. This study also determined that product attributes affected player loyalty through extrinsic value. Entertainment and product attributes affected player loyalty through intrinsic value. Furthermore, this study also indicated that, through the mediator of consumption values, product attributes was identified to be the most influential virtual experience affecting player’s loyalty, whereas both product attributes and virtual store were identified to be the most influential virtual experiences on the game providers affecting player’s loyalty. |
本系統中英文摘要資訊取自各篇刊載內容。