臺灣博碩士論文加值系統

　　維繫顧客忠誠是行銷者的一項重要目標，在過去文獻中有提出神迷(一種參與者高度專注且完全地融入其中的經驗)可以用來預測顧客忠誠，但過去較少研究探討哪些顧客容易體驗到神迷，限制了神迷應用在維繫顧客忠誠的執行方案上。再者，神迷及學習理論可應用於探討人格特質中的開放性、嚴謹性及外向性是否對顧客技巧及神迷有重要影響。
　　本研究探討人格特質開放性、嚴謹性及外向性對遊戲技巧、神迷及顧客忠誠之間的關係。而線上遊戲是一個具有高獲利前景的產業，線上顧客成為忠誠的顧客可為廠商帶來豐厚的利潤，因此本研究選擇此產業為研究背景。本研究的樣本為1852位線上遊戲玩家，以結構方程模式為分析方法，發現線上遊戲顧客的開放性及嚴謹性和線上遊戲顧客所具備的遊戲技巧有正向關係；線上遊戲顧客的遊戲技巧也與神迷有正向關係，而神迷又與顧客忠誠有正向關係；此外，線上遊戲顧客的遊戲技巧與線上遊戲顧客的顧客忠誠有正向關係。
關鍵字：線上遊戲、人格特質、神迷、遊戲技巧、顧客忠誠。

　　Customer loyalty is an important goal for marketers. Previous studies have identified flow experience (optimal experience with total concentration and intrinsic enjoyment) predicts customer loyalty. However, little is known about which customers are likely to experience flow, restraining the use of flow in customer loyalty programs. Personality traits systematically influence individual psychology and thus are eligible for explaining who are likely to experience flow. Further, theories of flow and learning can be used to identify openness, conscientiousness, and extraversion as three influential traits to customer skills and then flow experience.
　　This study thus investigates the relationships among customer openness, conscientiousness, and extraversion, skill, flow, and customer loyalty. Given that online games have become a highly profitable e-commerce application, this study chooses to survey online game customers. The sample comprised 1852 online game customers. Structural equation modeling and cross-validation procedure are applied to testing the conceptual model of this study. This study found that openness and conscientiousness positively influence customer skills, which improve customer flow experience, and subsequently the customer loyalty. The influence of extraversion was not supported. The study findings envision marketing scientists that individual differences can systematically affect customer loyalty and help marketers effectively build a high-loyalty customer base.
Key words: online games, personality traits, flow experiences, customer loyalty

目 錄
指導教授推薦書
口試委員會審定書
授權書...iii
誌謝...iv
中文摘要...v
英文摘要...vi
目錄...vii
第一章 前言...1
第二章 文獻回顧...3
2.1 顧客忠誠...3
2.2 神迷...4
2.3 線上遊戲顧客的人格特質...6
第三章 假說推論...8
3.1 人格特質與技巧...8
3.2 技巧、神迷與顧客忠誠...9
第四章 研究方法...12
4.1 樣本...12
4.2 流程...12
4.3 測量...13
第五章 分析與結果...16
第六章 結論...21
6.1 主要發現...21
6.2 理論意涵...21
6.3 管理意涵...23
6.4 研究限制與未來研究...24
參考文獻...26
附錄...35
圖 表 目 錄
圖1: 概念架構圖...11
表1： 測量模式結果...13
表2： 各構念間的相關係數...15
表3： 有效樣本的人口統計分佈...16
表4： 遊戲相關問項上填答者答案的分佈...17
圖2: 研究架構和各構念間的路徑係數...17
表5： 假說檢定與模型配適...17
表6： 直接和間接效果...20

許晉龍(2006)。線上遊戲情境下之神迷研究：前置、面向與結果。行政院國家科學委員會專題研究計畫成果報告(NSC94-2416-H-212-001)。
Anderson, J. C., & Gerbing, D. W. (1988). Structural equation modeling in practice: A review and recommended two-step approach. Psychological Bulletin, 103(3), 411-423.
Anderson, R. E., & Srinivasan, S. S. (2003). E-satisfaction and e-loyalty: A contingency framework. Psychology & Marketing, 20(2), 123-138.
Bagozzi, R. P., & Yi, Y., (1998). On the Evaluation of Structural Equation Models. Journal of the Academy of Marketing Science, 16(1), 74-94.
Bandura, A. (1989). Human agency in social cognitive theory. American Psychologist, 44(9), 1175-1184.
Bandura, A. (1997). Self-Efficacy: The Exercise of Control. Princeton, NJ: Van Nostrand.
Barrick, M. R., & Mount, M. K. (1991). The Big Five personality dimensions and job performance: A meta-analysis. Personnel Psychology, 44(1), 1-26.
Bipp, T., Steinmayr, R., & Spinath, B. (2008). Personality and achievement motivation: Relationship among Big Five domain and facet scales, achievement goals, and intelligence. Personality and Individual Differences, 44, 1454-1464.
Blickle, G. (1996). Personality traits, learning strategies, and performance. European Journal of Personality, 10, 337-352.
Blizzard Entertainment, Inc. (2007, Jul 24). World of WarCraft® surpasses 9 million subscribers worldwide. Retrieved Jul 24, 2007 from the World Wide Web: http://eu.blizzard.com/en/press/070724.html.
Bodet, G. (2008). Customer satisfaction and loyalty in service: Two concepts, four constructs, several relationships. Journal of Retailing and Consumer Services, 15, 156-162.
Byrne, B. M., (1998). Structural Equation Modeling with LISREL, PRELIS, and SIMPLIS: Basic concepts, application, and programming, Mahwah, NJ: Lawrence Erlbaum.
Chandrashekaran, M., Rotte, K., Tax, S. S., & Grewal, R. (2007). Satisfaction strength and customer loyalty. Journal of Marketing Research, 44(1), 153-163.
Chaudhuri, A. (1999). Does brand loyalty mediate brand equity outcomes? Journal of Marketing Theory and Practice, 7(2), 136-145.
Chaudhur, A., & Holbrook, M. B. (2001). The chain of effects from brand trust and brand affect to brand performance: The role of brand loyalty. Journal of Marketing, 65(2), 81-93.
Chen, H., Wigand, R. T., & Nilan, M. S. (1999). Optimal experience of Web activities. Computers in Human Behavior, 15, 585-608.
Choi, D., Kim, H., & Kim, J. (2000). A cognitive and emotional strategy for computer game design. Journal of MIS Research, 10, 165-187.
Choi, D., & Kim, J. (2004). Why people continue to play online games: In search of critical design factors to increase customer loyalty to online contents. CyberPsychology & Behavior, 7(1), 11-24.
Chung, J., & Tan, F. B. (2004). Antecedents of perceived playfulness: An exploratory study on user acceptance of general information-searching websites. Information & Management, 41(7), 869-881.
Costa, P. T., Jr., McCrae, R. R., & Dye, D. A. (1991). Facet scales for agreeableness and conscientiousness: A revision of the NEO personality inventory. Personality and Individual Differences, 12, 887-898.
Csikszentmihalyi, M. (1977). Beyond boredom and anxiety. San Francisco: Jossey-Bass.
Csikszentmihalyi, M. (1990). Flow: The psychology of optimal experience. New York: HarperCollins.
Csikszentmihalyi, M. (1997). Happiness and creativity: Going with flow. Social Report on Happiness, 31(5), 8-12.
Csikszentmihalyi, M., & Csikszentmihalyi, I. S. (1988). Optimal Experience: Psychological Studies of Flow in Consciousness, Cambridge: Cambridge University.
Csikszentmihalyi, M., & LeFevre, J. (1989). Optimal experience in work and leisure. Journal of Personality and Social Psychology, 56(5), 815-822.
DFC Intelligence, http://www.dfcint.com/game_article/mar06article.html, 2006.
Dick, A. S., & Basu, K. (1994). Customer loyalty: Toward an integrated conceptual framework. Journal of the Academy of Marketing Science, 22(2), 99-113.
Digman, J. M., & Takemoto-Chock, N. K. (1981). Factors in the natural language of personality: Re-analysis, comparison, and interpretation of six major studies. Multivariate Behavioral Research, 16,149-170.
Digman, J. M. (1990). Personality structure: Emergence of the five-factor model. Annual Review of Psychology, 41, 417-440.
Ellis, G. D., Voelkl, J. E., & Morris, C. (1994). Measurement and analysis issues with explanation of variance in daily experience using the flow model. Journal of Leisure Research, 26(4), 337-356.
Eshghi, A., Haughton, D., & Topi, H. (2007). Determinants of customer loyalty in the wireless telecommunications industry. Telecommunications Policy, 31(2), 93-106.
Fornell, C. & Larcker, D. F. (1981). Evaluating structural models with unobservable variables and measurement error. Journal of Marketing Research, 18(1), 39-50.
Fournier, S. (1998). Consumers and their brands: Developing relationships theory in consumer research. Journal of Consumer Research, 24(4), 343-373.
Frank, M. (1997). The realities of web-based electronic commerce. Strategy and Leadership, 3, 30-32.
Ghani, J., Supnick, R., & Rooney, P. (1991). The experience of flow in computer-mediated and in face-to-face groups, In: J. Degross, I. Benbasat, G. Desanctis, & C. Beath (Eds.), Proceedings of the Twelfth International Conference on Information Systems, ICIS, New York, 229-237.
Ghani, J., & Deshpande, S. (1994). Task characteristics and the experience of optimal flow in human-computer interaction. Journal of Psychology, 128(4), 381-391.
Griffiths, M. D., Davies, M. N. O., & Chappell, D. (2004). Demographic factors and playing variables in online computer gaming. CyberPsychology & Behavior, 7(4), 479-487.
Hair, J. F., Jr., Anderson, R. E., Tatham, R. L., & Black, W. C. (1998). Multivariate data analysis 5th (ed.), New Jersey, NJ; Prentice-Hall International.
Hampson, S. E., & Goldberg, L. R. (2006). A first large cohort study of personality trait stability over the 40 years between elementary school and midlife. Journal of Personality and Social Psychology, 91(4), 763-779.
Henry, J. W., & Stone, R. W. (1994). A structural equation model of end-user satisfaction with a computer-based medical information system. Information Resources Management Journal, 7(3), 21-33.
Hoffman, D. L., & Novak, T. P. (1996). Marketing in hypermedia computer-mediated environments: Conceptual foundations. Journal of Marketing, 60, 50-68.
Hoffman, D. L., & Novak, T. P. (2000). How to acquire customers on the Web. Harvard Business Review, 78(3), 179-188.
Hogan, R. (1986). Manual for the Hogan Personality Inventory. Minneapolis: National Computer Systems.
Hong, R. Y., Paunonen, S. V., & Slade, H. P. (2008). Big Five personality factors and the prediction of behavior: A multitrait-multimethod approach. Personality and Individual Differences, 45(2), 160-166.
Hsu, C.-L., & Lu, H.-P. (2004). Why do people play on-line games? An extended TAM with social influences and flow experience. Information & Management, 41(7), 853-868.
Hsu, C.-L., & Lu, H.-P. (2007). Consumer behavior in online game communities: A motivational factor perspective. Information & Management, 23(3), 1642-1659.
Iacobucci, D. & Duhachek, A. (2003). Advancing alpha: Measuring reliability with confidence. Journal of Consumer Psychology, 13(4), 478-487.
Knez, I., & Niedenthal, S. (2008). Lighting in digital game worlds: Effects on affect and play performance. CyberPsychology & Behavior, 11(2), 129-137.
Korzaan, M. L. (2003). Going with the flow: Predicting online purchase intentions. Journal of Computer Information Systems, 43(4), 25-31.
Koufaris, M. (2002). Applying the technology acceptance model and flow theory to online consumer behavior. Information Systems Research, 13(2), 205-223.
Kurtz, J. E., Tarquini, S. J., & Iobst, E. A. (2008). Socially desirable responding in personality assessment: Still more substance than style. Personality and Individual Differences, 45, 22-27.
Leenheer, J., Van Heerde, H. J., Bijmolt, T. H. A., & Smidts, A. (2007). Do loyalty programs really enhance behavioral loyalty? An empirical analysis accounting for self-selecting members. International Journal of Research in Marketing, 24(1), 31-47.
Mathwick, C., & Rigdon, E. (2004). Play, flow, and the online search experience. Journal of Consumer Research, 31, 324-332.
McCrae, R. R., & Costa, P. T. Jr. (1985). Updating Norman’s “adequate taxonomy”: Intelligence and personality dimensions in natural language and in questionnaires. Journal of Personality and Social Psychology, 49, 710-721.
McCrae, R. R., & Costa, P. T. Jr. (1986). Personality, coping, and coping effectiveness in an adult sample. Journal of Personality, 54, 385-405.
McCrae, R. R., & John, O. P. (1992). An introduction to the five-factor model and its applications. Journal of Personality, 60, 175-215.
Novak, T. P., Hoffman, D. L., & Yung, Y.-F. (2000). Measuring the customer experience in online environments: A structural modeling approach. Marketing Science, 19(1), 22-42.
Novak, T. P., Hoffman, D. L., & Duhachek, A. (2003). The influence of goal-directed and experiential activities on online flow experiences. Journal of Consumer Psychology, 13(12), 3-16.
Nunnally, J. C. (1978). Psychometric Theory, 2nd ed., New York, NY: McGraw-Hill.
Oliver, R. L. (1999). Whence consumer loyalty? Journal of Marketing, 63(4), 33-44.
Patterson, P. G. (2007). Demographic correlates of loyalty in a service context. Journal of Service Marketing, 21(2), 112-121.
Pervin, L. A. (1993). Personality: Theory and Research (6th ed.), New York: John Wiley.
Rau, P.-L. P., Peng, S.-Y., & Yang, C.-C. (2006). Time distortion for expert and novice online game players. CyberPsychology & Behavior, 9(4), 396-403.
Russell-Bennett, R., McColl-Kennedy, J. R., & Coote, L. V. (2007). Involvement, satisfaction, and brand loyalty in a small business services setting. Journal of Business Research, 60(12), 1253-1260.
Saren, M., & Tzokas, N. (1998). Some dangerous axioms of relationship marketing. Journal of Strategic Marketing, 6(3), 187-196.
Saucier, G. (1994). Mini-Marker: Ａ brief version of Goldbergs unipolar Big-Five marker. Journal of Personality Assessment, 63(3), 506-516.
Scott, J. E., DeGross, J. I., Huff, S. L., & Munro, M. C. (1994). The measurement of information system effectiveness: Evaluating a measuring instrument. Proceedings of the Fifteenth Internationasl Conference of Information System. Vancouver, British Columbia, 111-128.
Shugan, S. (2005). Brand loyalty programs: Are they shams? Marketing Science, 24(2), 185-193.
Skadberg, Y. X., & Kimmel, J. R. (2004). Visitors’ flow experience while browsing a Web site: Its measurement, contributing factors and consequences. Computers in Human Behavior, 20, 403-422.
Spain, J. W., & Vega, G. (2005). Sony online entertainment: EverQuest or EverCrack? Journal of Business Ethics, 58(13), 3-6.
Srinivasan, S. S., Anderson, R., & Ponnavolub, K. (2002). Customer loyalty in e-commerce: An exploration of its antecedents and consequences. Journal of Retailing, 78, 41-50.
Teng, C.-I. (2008). Personality differences between online game players and nonplayers in a student sample. CyberPsychology & Behavior, 11(2), 232-234.
Tett, R. P., & Burnett, D. D. (2003). A personality trait-based interactionist model of job performance. Journal of Applied Psychology, 88(3), 500-517.
Wan, C.-S., & Chiou, W.-B. (2006a). Psychological motives and online games addiction: A test of flow theory and humanistic needs theory for Taiwanese adolescents. CyberPsychology & Behavio, 9(3), 317-324.
Wan, C.-S., & Chiou, W.-B. (2006b). Why are adolescents addicted to online games? An intervies study in Taiwan. CyberPsychology & Behavior, 9(6), 762-766.
Weibel, D., Wissmath, B., Habegger, S., Steiner, Y., & Groner, R. (2008). Playing online games against computer- vs. human-controlled opponents: Effects on presence, flow, and enjoyment. Computers in Human Behavior, 24(5), 2274-2291.
Wirtz, J., Mattila, A. S., & Lwin, M. O. (2007). How effective are loyalty reward programs in driving share of wallet? Journal of Service Research, 9(4), 327-334.
Wolfe, R. N., & Johnson, S. D. (1995). Personality as a predictor of college performance. Educational and Psychological Measurement, 55(2), 177-185.
Zeithaml, V. A., Berry, L. L., & Parasuraman, A. (1996). The behavioral consequences of service quality. Journal of Marketing, 60(2), 31-46.
Zimbardo, P. G., & Weber, A. L. (1994) Psychology. New York: HarperCollins College Publishers.