臺灣博碩士論文加值系統

本研究結合了消費者類型以及失誤類型，探討在線上遊戲發生服務失誤的情況下，其對消費者的知覺品質與知覺獲得價值之影響。希望找出在針對不同類型與不同補償程度的服務缺失，依據不同的玩家類別提出適當的服務補救回復措施，研究結果如下：
一、消費者的期望補償措施會因服務失誤類型的不同而有所差異。
二、消費者的知覺獲得價值不會因服務失誤類型的不同而有所差異。
三、在「LAG」的服務失誤情境下，不同類型的玩家不會期望不同的補償措施。
四、在「BUG」的服務失誤情境下，不同類型的玩家會期望不同的補償措施。
五、採取補償措施策略會影響消費者的知覺獲得價值。
六、當消費者感受到的知覺品質越高時，其知覺獲得價值就越高。
並根據研究結果對於線上遊戲產業給予一些建議
一、掌握目標市場，重視玩家類型的差異。
二、增加遊戲的豐富性。
三、廠商最重要的是提供適當的補償措施，以降低遊戲玩家心中的不滿。

第壹章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 5
第三節 研究流程 6
第貳章 文獻探討 8
第一節 線上遊戲 8
第二節 線上遊戲玩家之分類 12
第三節 服務失誤 18
第四節 歸因理論 23
第五節 服務補救 25
第六節 知覺品質與知覺獲得價值 29
第七節 研究假設 40
第參章 研究方法 43
第一節 研究架構 43
第二節 研究變數之定義與衡量 44
第三節 研究設計 49
第四節 資料分析 52
第肆章 資料分析與結果 54
第一節 樣本結構 54
第二節 信效度分析 56
第三節 研究架構之資料分析 57
第四節 假設驗證結果整理 66
第伍章 結論與建議 69
第一節 研究結果與討論 69
第二節 行銷實務上的涵義 71
第三節 研究限制與後續發展建議 73

參考文獻 75
附錄一：正式問卷一（BUG且有補償之情境） 80
附錄二：正式問卷二（LAG且有補償之情境） 84
附錄三：正式問卷三（BUG且無補償之情境） 88
附錄四：正式問卷四（LAG且無補償之情境） 92

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