臺灣博碩士論文加值系統

The massively multiplayer online role-playing game (MMORPG) phenomenon has generated significant interest on the part of consumers and game developers. Despite considerable efforts to improve the technological quality (e.g., graphics, networking) of the games, little effort has been directed toward understanding the motivation that leads to successful and continued usage of MMORPGs. Based on the identity and self-congruity theories, the primary goal of this study is to identify factors that will affect individuals’ commitment towards MMORPG communities, which in turn could result in referral intention.
Research results based on a sample collected from 352 respondents show that self-aspects constructs; self-brand connection, self-identity and self-image congruence have positive effect toward online communities’ commitment (MMORPG communities) and also a positive effect between online communities’ commitment toward referral intention. However, we found a negative relationship that occur from social influence as a moderator from self-aspect constructs toward online communities commitment and also partial mediation effect throughout study frameworks.
The research contributes to the social identity, self-identity literature by an examination of how individuals project themselves toward online communities in online game industry contexts. Moreover, implications and future research directions are discussed further.

ABSTRACT I
ACKNOWLEDGEMENT III
TABLE OF CONTENTS V
LIST OF TABLES VIII
LIST OF FIGURES IX
CHAPTER ONE INTRODUCTION 1
1.1 Research Background and Motivation. 1
1.2 Research Gaps, Objectives, and Contributions. 4
1.3 Research Procedure. 6
CHAPTER TWO LITERATURE REVIEW 8
2.1 Theoretical Background. 8
2.1.1 Identity Theories. 8
2.1.2 Self-Congruity Theory. 12
2.2 Definitions of Relevant Research Variables. 13
2.2.1 Online Communities Commitment. 13
2.2.2 Self Brand Connection. 16
2.2.3 Self-Image Congruence. 17
2.2.4 Social Influence. 18
2.2.5 Referral Intention. 19
2.3 Development of Research Hypotheses. 21
2.3.1 The Relationship between Self-Brand Connection and Online Communities Commitment. 21
2.3.2 The Relationship between Self-Identity and Online Communities Commitment. 22
2.3.3 The Relationship between Self-Image Congruence and Online Communities Commitment. 22
2.3.4 Social Influence as a Moderator. 23
2.3.5 The Relationship between Online Communities Commitments and Referral Intentions. 24
2.3.6 Online Communities Commitment as Mediating Effect. 25
CHAPTER THREE RESEARCH DESIGN AND METHODOLOGY 26
3.1 Conceptual Model. 26
3.2 Questionnaire Development and Sampling Plan. 27
3.3 Summary of Hypotheses. 27
3.4 Construct Measurement and Definitions of Variables. 28
3.4.1 Online Communities Commitment. 29
3.4.2 Self-Brand Connection. 30
3.4.3 Self-Identity. 31
3.4.4 Self-Image Congruence. 31
3.4.5 Social Influence. 32
3.4.6 Referral Intention. 32
3.5 Control Variables. 33
3.5.1 Age. 33
3.5.2 Gender. 33
3.5.3 Educational Level, Spending Budget. 33
3.5.4 Time Spent Playing Online Games. 34
3.5.5 Self Efficacy. 34
3.6 Data Analysis Procedure. 35
3.6.1 Descriptive Statistics Analysis. 35
3.6.2 Common Method Variance. 36
3.6.3 Confirmatory Factor Analysis and Reliability Test. 36
3.6.4 Pearson Correlation Analysis. 37
3.6.5 Hierarchical Linear Regression. 37
CHAPTER FOUR RESEARCH RESULTS 38
4.1 Data Collection. 38
4.2 Descriptive Analysis. 38
4.2.1 Characteristic of Respondent. 38
4.2.2 Respondents’ Self Efficacy. 40
4.3 Common Method Variance. 40
4.4 Confirmatory Factor Analysis. 41
4.5 Reliability and Validity Test. 43
4.6 Mean, Standard Deviation, and Pearson Correlation. 45
4.7 Hierarchical Regression. 47
CHAPTER FIVE CONCLUSION AND SUGGESTIONS 53
5.1 Discussion and Conclusion. 53
5.1.1 Theoretical Implications. 53
5.1.2 Managerial Implications. 57
5.2 Research Limitations and Suggestion for Future Research. 58
REFERENCES 61

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