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研究生:王國榮
研究生(外文):Guo-Rong Wang
論文名稱:線上遊戲品質與公平性對顧客滿意度及忠誠度
論文名稱(外文):The Influence Of On-line Game''s Quality and Justice
指導教授:陳惠芳陳惠芳引用關係
指導教授(外文):Huei-Fang Chen
學位類別:碩士
校院名稱:東吳大學
系所名稱:國際貿易學系
學門:商業及管理學門
學類:貿易學類
論文種類:學術論文
論文出版年:2004
畢業學年度:92
語文別:中文
論文頁數:70
中文關鍵詞:顧客滿意度顧客忠誠度線上遊戲服務品質產品品質遊戲公平性虛擬社群關係
外文關鍵詞:customer satisfactioncustomer loyaltyservices qualityon-line gameproduct qualitythe justice of gamevirtual community relationship
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過去網路產業面臨泡沫化危機之際,線上遊戲軟體產業卻在不景氣中異軍突起,每個月的營收成長驚人。隨著近年寬頻的普及化,線上遊戲市場也正蓬勃發展,但遊戲如雨後春筍般的竄出,使得可替代性產品隨手可得,當顧客有不滿意的情形出現,消費者族群極有可能出現瞬間遷徙的現象,而導致遊戲的人氣潰散。如何維持及提昇顧客滿意度及忠誠度,是遊戲業者未來勝出的關鍵因素。而過去再探討線上遊戲的議題時,主要多關注在產品品質或服務品質對顧客滿意度或忠誠度的影響,並未提及遊戲公平之建立對於顧客滿意度及忠誠度的影響,而在虛擬社群關係上也很少加以討論,因此本研究將線上公平性及虛擬社群關係兩項變項加入研究架構當中,探討在這兩項對顧客滿意度及忠誠度的影響關係。
本研究的主要結果如下:
1.線上遊戲之服務品質對顧客滿意度具有顯著的正向影響。從個別構面來看,僅可靠性未達顯著水準,而其他變數對顧客滿意度具有顯著正向影響,其中又以資訊品質最顯著。
2.線上遊戲之產品品質對顧客滿意度具有顯著的正向影響。從個別構面來看,各變數對顧客滿意度具有顯著正向影響,其中又以娛樂性最顯著。
3.線上遊戲之遊戲公平性對顧客滿意度的確有顯著的正向影響。從個別構面來看,僅程序公平未達顯著水準,而其他變數對顧客滿意度具有顯著正向影響,其中又以結果公平最顯著。
4.線上遊戲之虛擬社群關係對顧客滿意度具有顯著的正向影響。從個別構面來看,關懷成員、獲取訊息未達顯著水準,僅社交對顧客滿意度具有顯著正向影響。
5.線上遊戲之顧客滿意度對顧客忠誠度具有顯著的正向影響。從個別構面來看,顧客滿意度對顧客忠誠度的各個因素也均有顯著影響。
On the edge of bubble economy in internet enterprises, on-line game industry emerged as a new business and generated a lot of profit. Owing to the popularity of broadband service, on-line game market grew very fast. There are a plenty of games of jumping to the market. Low switching-costs have prompted companies to meet their customers’ needs competitively. How to maintain or enhance the degree of customer satisfaction and loyalty is the key factor to success for companies in the industry. Previous studies of on-line game have generally neglected the influence of justice and virtual community relationship on its customer satisfaction and loyalty. In order to examine the relationship among these variables concerning the influence of on-line game’s quality, justice and virtual community relationship on customer satisfaction and loyalty, a model was developed to test hypotheses. The major findings are as following:
1.Service quality of on-line game has significant and positive effects on customer satisfaction.
2.Product quality of on-line game has significant and positive effects on customer satisfaction.
3.Justice on-line game has significant and positive effects on customer satisfaction.
4.Virtual community relationship in on-line game has significant and positive effects on customer satisfaction.
5.Customer satisfaction has significant and positive effects on customer loyalty. The relationship between customer satisfaction and the dimensionality of customer loyalty are also significant.
第一章緒論
第一節 研究背景與動機..........1
第二節 研究目的................2
第二章文獻探討
第一節 線上遊戲................4
第二節 線上遊戲之品質..........8
第三節 線上遊戲之虛擬社群......14
第四節 公平理論與遊戲公平性....18
第五節 顧客滿意度..............21
第六節 顧客忠誠度..............25
第三章研究方法設計
第一節 研究架構................29
第二節 研究假設................31
第三節 研究變項之定義與衡量....35
第四節 研究設計................40
第四章研究結果
第一節 樣本特性分析............42
第二節 因素分析................44
第三節 信度與效度分析..........49
第四節 相關分析................51
第五節 假設檢定................52
第六節 研究結果彙整............63
第五章討論與結論
第一節 研究結果之討論..........64
第二節 研究貢獻與意涵..........67
第三節 研究限制................69
第四節 後續研究建議............72
參考文獻
一、中文部分...................71
二、英文部分...................73
附錄 研究問卷
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