臺灣博碩士論文加值系統

本研究目的主要在於分析在不相關商品廣告置入線上遊戲後玩家對遊戲知覺不公平、及價值障礙的看法及其負面口碑抗拒行為意向的變化，並且藉由專家訪談，分析不同的層面意見，歸納讓玩家對線上遊戲認知、情感及行為意向的影響因素。
結果發現置入性行銷以目標式手法最能有效降低網路社群遊戲玩家抗拒行為意向。
本研究不僅置入性行銷型線上遊戲玩家在消費行為上的釐清，也對線上遊戲業者行銷手法提出具體的建議。

The purpose of this study is mainly to analyze the gamers’ resist behavioral intentions that rising from the none related merchandise advertising which placed in internet community games as well as the behavioral outcomes of perceived unfair, negative word-of-mouth and value barrier. And than, we compare the different product placement practices to consider each practice which of them will affect the gamers’ attitudinal behavior the most. The research framework is based on the Theory of Planned Behavior (TPB) and its following study as resist patterns of behavior, and using the experimental method to collect the questionnaires.
The results showed that target-style tactics is the most effectively reducing the internet community gamers’ resist behavioral intentions. This study is not only clarifying the Product placement online game players in consumer behavior but also concreting proposals from the online game industry marketing practices.

書 名 頁 ................................ ................................ ................................ ......................... i
審 定 書 ................................ ................................ ................................ ........................ ii
中文 摘要 ................................ ................................ ................................ ....................... iii
英文摘要 ................................ ................................ ................................ ....................... iv
謝 誌 ................................ ................................ ................................ ........................ v
目 錄 ................................ ................................ ................................ ....................... vi
表 目 錄 ................................ ................................ ................................ ..................... viii viii
圖 目 錄 ................................ ................................ ................................ ....................... ix
第一章 緒 論 ................................ ................................ ................................ ............ 1
第一節 研究背景與動機 研 ................................ ................................ ......................... 1
第二節 研究的 目................................ ................................ ................................ . 9
第三節 研究的內容 ................................ ................................ ............................... 15
第二章 文獻探討 ................................ ................................ ................................ ...... 17
第一節 線上遊戲市場現況 ................................ ................................ ................... 17
一、線上遊戲概念 ................................ ................................ ............................... 17
二、網路社群遊戲 ................................ ................................ ............................... 18
三、線上遊戲收費方式演變 ................................ ................................ ............... 19
第二節 玩家抗拒行為 ................................ ................................ ........................... 21
一、知覺不公平 ................................ ................................ ................................ ... 21
二、負面口碑 ................................ ................................ ................................ ....... 22
三、價值障礙 ................................ ................................ ................................ ....... 23
第三章 研究方法 ................................ ................................ ................................ ...... 26
一、專家訪談法 ................................ ................................ ................................ ... 26
二、專家訪談法之定義與特性 ................................ ................................ ........... 26
三、專家之優勢與限制 ................................ ................................ ....................... 27
四、專家訪談的實施步驟 ................................ ................................ ................... 28
第四章 資料分析 ................................ ................................ ................................ ........ 34
一、研究設計 ................................ ................................ ................................ ....... 34
二、專家訪談 ................................ ................................ ................................ ....... 34
三、訪談對象背景資料 ................................ ................................ ....................... 34
四、訪談問題面向 ................................ ................................ ............................... 35
五、訪談結果彙整與分析 ................................ ................................ ................... 35
六、研究結果 ................................ ................................ ................................ ....... 46
第五 章 結論與建議 ................................ ................................ ................................ .. 49

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