臺灣博碩士論文加值系統

本研究利用線上遊戲內之社群現象，來探討線上遊戲之顧客忠誠度行為表現。研究線上遊戲使用者參與社群之動機，社群運作與社群成員間的互動所產生之社群承諾。成員對社群具有任務需求及關係需求，使得社群對成員具有牽引力而減少成員流動率。利用社群成員間討論對遊戲產品增加滿意度進而表現出忠誠度行為。
本研究針對台北、桃園、新竹三地進行發出250份問卷，有效問卷回收234份，針對迴收支問卷資料進行分析，利用統計分析工具SPSS10.0，進行敘述統計分析、Pearson相關係數分析、迴關分析，來驗證本研究之假設，獲得以下結論。
1.使用者基於對社群之任務需求和關係需求，社群運作滿足使用者之需求時，使用者參與社群之意願會增加。
2.社群績效和社群之協調機制並不會影響社群成員去留之意願。
3.社群內成員間之互動及服務品質和滿意度會影響顧客在購買之意願。

The study examines the appearance of community to explain behavior of customer loyalty in on-line game. Commitment of community was resulted from the need which players participate in community, inveracity of numbers and circulation of community. Commitment has a pulling force for numbers and decreases floating numbers. The discussion between numbers will make customers increase behavior of repurchase.
The survey send 250 questionnaires in Taipei, Tao Yuan and Sin Zhu, then SPSS10.0 is used to analysis data that gathered 234 questionnaires to test hypothesis. The result indicates that commitment; service quality and satisfaction have impact on customer loyalty. Among the needs of task and relationship of players play the main role in influencing the commitment of community, but community performance and coordination have no impact on commitment. It implies that commitment of community play an important role in on-line game.

目錄
第一章 前言...................................................1
第一節 研究動機...............................................3
第二節 研究目的...............................................4
第三節 研究流程與範圍.........................................5
一、研究流程...................................................5
二、研究範圍...................................................5
第二章 文獻探討...............................................7
第一節 線上遊戲...............................................7
一、連線遊戲分類..............................................11
第二節 顧客忠誠度............................................13
一、忠誠度定義................................................13
二、顧客忠誠度的操作定義......................................16
第三節 社群承諾..............................................18
一、社群意義..................................................18
二、社群特徵..................................................18
三、社群相關研究..............................................20
四、社群承諾意義..............................................23
五、組織承諾定義..............................................23
六、組織承諾之分類............................................25
第四節 服務品質與滿意度......................................31
一、品質定義..................................................31
二、服務品質意義..............................................31
三、滿意度意義................................................31
四、線上遊戲服務型態..........................................32
五、服務品質與滿意度研究......................................33
第五節 研究架構..............................................35
第三章 研究方法..............................................37
第一節 研究變數定義與假設....................................37
一、研究假設..................................................37
第二節 研究變數衡量與統計分析................................46
一、研究變數衡量..............................................46
二、統計分析方法..............................................47
第三節 抽樣設計及問卷發放、回收作業...........................48
第四章 資料分析..............................................50
第一節 樣本描述與敘述統計分析................................50
一、樣本描述..................................................50
二、統計分析與信度分析........................................53
第二節 相關係數分析..........................................54
第三節 迴歸分析..............................................55
一、影響社群承諾因素之迴歸分析................................56
二、影響忠誠度之變數對忠誠度行為表現之迴歸分析................64
第四節 研究假設檢定..........................................67
第五章 結論與建議............................................70
第一節 研究結果與討論........................................70
第二節 管理意涵..............................................72
第三節 未來研究建議..........................................73
一、動態模式的社群承諾........................................73
二、社群承諾轉化為對遊戲忠誠..................................73
參考文獻.......................................................I
附錄A........................................................VII
附錄B..........................................................X
表目錄
表1-1 台灣遊戲軟體規模……………………………………………………3
表1-2 線上遊戲各階段發展策略……………………………………………4
表2-1 忠誠度整理表……………………………………………………….14
表2-2 組織承諾發展階段 …………………………………………………26
表3-1 內外生變數參考量表 ………………………………………………46
表3-2 問卷調查抽樣之回收率表 …………………………………………48
表4-1 樣本描述統計分布表…………………….…………………………51
表4-2 社群承諾之敘述統計及α 係數表………………………………..53
表4-3 問卷測量問項之變異數分析表 ……………………………………54
表4-4 相關係數矩陣量表………………………………………………….57
表4-5 社群承諾變數之迴歸分析表……………………………………….65
表4-6 影響忠誠度行為之迴歸分析量表………………………………….69
表4-7 研究假設結果表…………………………………………………….69
圖目錄
圖1-1 研究流程圖……………………………………………………………7
圖2-1 線上遊戲發展趨勢圖…………………………………………………9
圖2-2 消費者購買循環圖 …………………………………………………14
圖2-3 組織承諾之前至因素與結果模型………………………………….26
圖2-4 公民行為之前置變數與結果……………………………………….28
圖2-5 顧客知覺品質與顧客滿意度關係圖……………………………….32
圖2-6 本研究之概念性研究架構………………………………………….35

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