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研究生:吳得豪
研究生(外文):De-Hao Wu
論文名稱:探討網路沉迷的行銷關係─以線上遊戲為例
論文名稱(外文):Research on Marketing Relationship of Internet Addiction:A Study of Online Game
指導教授:簡士超簡士超引用關係
指導教授(外文):Charles S. Chien
學位類別:碩士
校院名稱:逢甲大學
系所名稱:企業管理所
學門:商業及管理學門
學類:企業管理學類
論文種類:學術論文
論文出版年:2002
畢業學年度:90
語文別:中文
論文頁數:158
中文關鍵詞:線上遊戲沉浸理論網路沉迷
外文關鍵詞:online gameinternet addictionflow theory
相關次數:
  • 被引用被引用:39
  • 點閱點閱:430
  • 評分評分:
  • 下載下載:0
  • 收藏至我的研究室書目清單書目收藏:8
中文摘要
網際網路的迅速崛起激起許多的商機,但是隨著西元2000年的到來,全球的網路開始逐漸地泡沫化。歸究其原因,並不在於網站內容的品質不好,而是因為消費者沒有時間或沒有想到它們。人們為什麼想要一來再來,除了網站內容生動外,還要能讓消費者產生難忘的沉浸經驗。故本研究之目的是希望瞭解是否能透過影響消費者沉浸使之沉迷的心理模式,將其導入行銷關係的領域中,以建立人機互動的虛擬關係,進而提升顧客的習慣性忠誠,並探討如何藉由外部控制因素─生動性(vividness)、掌控性(perceived control)、與遊戲快感(pleasure),來刺激消費者的內在沉浸因素─涉入程度(involvement)與遠距臨場感(telepresence),進而建立消費者的未來性(projectability)。
本研究屬於兩階段的縱斷面研究法,並採用電腦網路調查法(Computer Network Survey)中的全球資訊網(WWW)調查法來蒐集資料,研究母體為曾經從事線上遊戲的族群。所回收的樣本資料利用線性結構模式進行統計分析,並進一步利用模糊理論對消費者的未來性進行預測。結果發現(1)遊戲環境的生動性、掌控性以及遊戲過程所帶來的自我增強作用將影響著消費者注意力,使其融入於互動的行為中,並產生沉浸的狀態;(2)內部沉浸因素(涉入與遠距臨場感)會建構起消費者使用的難忘經驗,增加遊戲行為的黏性,並主導著消費者的未來行為(未來性)。除此之外,「重度使用者」在未來性的程度較「輕度使用者」為高。而在模糊預測方面,則直接以「涉入」和「遠距臨場感」來進行預測較為準確。
因此,若網站想要繼續生存的必要條件,最重要的就是要獲取顧客的心並從中獲得顧客價值,而其具體作法為下列幾點:(1)消費者使用習慣的養成,以建立顧客的習慣性忠誠;(2)轉換成本的提高,以減少流失顧客的可能;以及(3)提供客製化的服務,增加服務的黏性,建立長期的顧客關係。
Abstract

The growth of Internet market aroused many opportunities. It could be observed that the prospecting opportunities and potential profits of Internet market draw a momentum number of new company to entry into the market. However, the general financial performances of dotcom companies are pitiful. This research describes antecedents of flow experience (involvement and telepresence) and mediating roles of addiction processes leading to projectability.
In this study, we adopted by computer network survey. Data was collected from consumers who have been participated in online game. The results support that the level of flow experience depends upon the level of media vividness, perceived control and pleasure. They also indicate that the higher levels of consumers involvement and telepresence stimulate consumers shopping in the future. Furthermore, heavy users of online game will be more higher than light users in the level of projectability.
To survive in the Internet market, it is important that how to retain the customers. We proposed that: (1) To establish the habit loyalty, the company should make consumer form a habit; (2) To decrease the probability of losing customers, the company should raise the switching costs; and (3) To establish long-term relationship with customers, the company should provide customized service to enhance service stickiness.
目錄I
表目錄IV
圖目錄VI
第一章 緒論1
第一節 研究背景與動機1
第二節 研究問題與目的4
第三節 研究範圍4
第四節 研究流程5
第二章 文獻探討6
第一節 線上遊戲的相關理論6
壹、遊戲的定義與特性8
貳、遊戲理論11
參、虛擬社群16
第二節 關係行銷20
壹、關係行銷的定義與內涵20
貳、信任(Trust)與承諾(Commitment)23
參、顧客忠誠度(Customer Loyalty)26
第三節 沉浸理論與網路沉迷28
壹、沉浸理論(Flow Theory)29
貳、網路沉迷(Internet Addiction)33
第四節 網路沉迷的行銷關係37
壹、生動性(Vividness)38
貳、掌控性(Perceived Control)40
參、遊戲的快感(Pleasure)42
肆、涉入(Involvement)43
伍、遠距臨場感(Telepresence)46
陸、未來性(Projectability)48
第三章 研究設計50
第一節 研究架構50
第二節 變數的操作型定義與衡量50
壹、生動性(Vividness)50
貳、掌控性(Perceived Control)51
參、遊戲的快感(Pleasure)52
肆、涉入(Involvement)53
伍、遠距臨場感(Telepresence)54
陸、未來性(Projectability)55
第三節 研究假設56
第四節 問卷設計61
第五節 樣本設計63
壹、研究對象63
貳、樣本設計63
第六節 統計方法65
壹、敘述統計65
貳、因素分析66
參、t檢定66
肆、線性結構66
伍、競爭模型67
陸、模糊理論67
第四章 資料分析68
第一節 樣本基本資料分析68
第二節 模型的效度與信度74
壹、構念效度74
貳、信度78
第三節 t檢定79
第四節 線性結構模式89
壹、假設模型92
貳、競爭模型96
第五節 模糊理論應用98
壹、模糊理論98
貳、模糊數100
參、分析方法102
肆、競爭模型112
第五章 結論與建議115
第一節 研究結論115
壹、t檢定的結論115
貳、線性結構模式的結論115
參、模糊理論的結論118
第二節 研究建議119
第三節 研究貢獻121
第四節 研究限制及未來研究方向122
壹、研究限制122
貳、未來研究方向123
參考文獻124
【中文部分】124
【英文部分】125
附錄一 網路問卷143
附錄二 線上遊戲玩家的訪談整理148

表目錄
表2-1 遊戲(GAME)和遊玩(PLAY)的特性10
表2-2 虛擬社群的定義16
表2-3 關係行銷的定義21
表2-4 沉浸(FLOW)的定義30
表2-5 生動性(VIVIDNESS)的觀點40
表2-6 掌控性(PERCEIVE BEHAVIOR CONTROL)的觀點41
表2-7 遊戲快感(PLEASURE)的觀點43
表2-8 涉入(INVOLVEMENT)的觀點46
表2-9 遠距臨場感(TELEPRESENCE)的觀點47
表2-10 未來性(PROJECTABILITY)的觀點49
表3-1 生動性的操作型定義51
表3-2 掌控性的操作型定義51
表3-3 遊戲快感的操作型定義52
表3-4 涉入的操作型定義54
表3-5 遠距臨場感的操作型定義54
表3-6 未來性的操作型定義55
表3-7 問卷設計之衡量變數、問卷題數及資料類型62
表4-1 第一階段樣本的基本資料69
表4-2 第二階段樣本的基本資料71
表4-3 兩組樣本之各因素的獨立樣本T檢定73
表4-4 第一部份因素分析整理表75
表4-5 第二部份因素分析整理表76
表4-6 主要因素及其問項、因素負荷量77
表4-7 使用程度在兩階段間各因素之差異80
表4-8 平均每週從事線上遊戲的時間在兩階段間各因素之差異81
表4-9 使用頻率與各因素的相關係數82
表4-10 線上遊戲佔現在休閒的比重在兩階段間各因素之差異83
表4-11 線上遊戲佔現在休閒比重與各因素的相關係數84
表4-12 線上遊戲佔未來休閒的比重在兩階段間各因素之差異85
表4-13 線上遊戲佔未來休閒比重與各因素的相關係數86
表4-14 每月平均消費次數在兩階段間各因素之差異87
表4-15 平均每次消費金額在兩階段間各因素之差異88
表4-16 線性結構模式整體配適度評估92
表4-17 線性結構模式分析結果94
表4-18 線性結構模式整體配適度評估96
表4-19 競爭模型的線性結構模式分析結果97
表4-20 模糊數正規化之權重103
表4-21 各因素之三角模糊數-取33%105
表4-22 不同方法的計算結果之比較107
表4-24 生動性、掌控性和遊戲快感對涉入與遠距臨場感的直接效果108
表4-25 涉入與遠距臨場感對未來的直接效果109
表4-26 比較不同模式下的預測結果109
表4-28 取不同比例下的誤差比例之比較110
表4-29 模糊數正規化之權重111
表4-30 第1階段之模糊預測結果111
表4-31 第2階段之模糊預測結果111
表4-33 競爭模型的模糊數正規化之權重113
表4-34 模糊預測結果-競爭模型113
表5-1 研究假設之檢定結果116
表5-2 在不同模式下進行預測的效果118

圖目錄
圖3-1研究架構圖50
圖4-1 使用程度不同的群組在TIME1與TIME2間未來性的差異80
圖4-2 平均每週遊戲時間不同的群組在TIME1與TIME2間未來性的差異82
圖4-3現在休閒比重不同的群組在TIME1與TIME2間未來性的差異84
圖4-4未來休閒比重不同的群組在TIME1與TIME2間未來性的差異86
圖4-5 每月平均消費次數不同的群組在TIME1與TIME2間未來性的差異87
圖4-6 每次平均消費金額不同的群組在TIME1與TIME2間未來性的差異89
圖4-7 本研究的因果關係圖91
圖4-8 線性結構模式路徑圖95
圖4-9 競爭模式之線性結構模式路徑圖98
圖4-10 三角模糊數之概念100
圖4-11 ΑLPHA-CUT示意圖102
圖4-12 各變數之模糊權重103
圖4-13 幾何平均數法之三角模糊數104
圖4-14由涉入和遠距臨場感直接求出加權後未來性的模糊數105
圖4-15不同方法的預測結果之比較107
圖4-16 第2階段的模糊預測結果112
圖4-17 假設模型與競爭模型預測結果之比較114
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