臺灣博碩士論文加值系統

現今寬頻等資訊設備日趨普及，線上遊戲之發展日益蓬勃，遊戲玩家與日俱增。綜上所述，線上遊戲既已是人們打發閒暇時間的重要活動之一，業者如欲並爭取到最大客群,那麼掌握玩家的參與動機就不容忽視。然而，一款遊戲的成功是否是因代理商、製造來源國、產品本身對玩家影響，並讓玩家在遊戲過程中產中產生了某些感受，進而讓玩家願意購買此遊戲。
本研究以某大學企管系學生為抽樣研究對象，以實驗設計方式進行調查，實驗操弄變數包括：2種國家形象(高、低)，2 種企業形象(高、低)及 2 種產品形象(高、低)。主要使用單因子變異數分析作為統計分析方式，結果發現不同的國家印象、產品印象、公司印象，對消費者而言有顯著差異。
本研究結果可作為線上遊戲業者，在制定行銷策略時之參考以及協助業者如何建構產品或公司印象之依據，因為現今線上遊戲業者競爭激烈，此將有助於線上遊戲業者維持及擴大市場。另一方面，本研究結果也可以協助學者深入研究其它產業的國家和品牌策略擬定。

Online game has become one of people’s pastimes. If companies of online games want to attract customers by the corporate image of agents, country image, and product itself .To play the games basis on customer participation.

The main purpose of this study is to examine the impacts of country image, Corporate image, and product image on consumer purchase intention. This study reviews the related literature to develop research hypotheses. The experiment with 2 x 2 x 2 factor design is conducted to collect the empirical date.

The results can be taken by firms in online game industry to formulate marketing strategies. besides, it also can assist scholars to investigate country and brand strategies in other industry.

錄 Ⅰ
圖目錄 Ⅲ
表目錄 Ⅳ
第一章 緒論 1
1.1 研究背景 1
1.2 研究動機與問題 2
1.3 研究目的 2
1.4 研究流程 3
第二章 理論回顧與文獻探討 4
2.1 國家形象與國家形效果 4
2.1.1 國家形象的定義 4
2.1.2 國家形象的形成 4
2.1.3 影響國家形象的因素 4
2.3 企業形象 6
2.4 產品形象 7
2.5 購買偏好 8
第三章 研究方法 9
3.1 本研究之研究架構 9
3.2 研究假說 10
3.3 變數操作型定義 11
3.4 研究設計 14
3.5 資料分析方法 19
第四章 研究結果分析 21
4.1 描述性統計分析 21
4.2 問卷信、效度分析 23
4.3 統計分析 26
4.3.1 實驗設計樣本 26
4.3.2 平均數檢定分析 28
4.3.3 相關分析 31
4.3.4 截斷式迴歸分析 32
第五章 結論與建議 38
5.1 研究結論 38
5.2 建議與管理意涵 38
5.3 研究限制 39
5.4 後續研究建議 39
參考文獻 41
附錄一 問卷 46
附錄二 線上遊戲產業概述 49
附錄三 線上遊戲人氣排行 56
附錄四 知名線上遊戲代理商簡介 57

一、英文部分
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2.Andreassen, T. W. and Lindestad, B., “Customer Loyalty and Complex Services,” International Journal of Service Industry Management, Vol. 9, No. 1, 1998, pp. 7-23.
3.Anderson, W. T. and Cunningham, W. H., “Gauging Foreign Product Promotion,” Journal of Advertising Research, Vol. 1, No. 3, 1972, pp. 29-34.
4.Biel, A., “How Brand Image Drives Brand Equity,” Journal of Advertising Research, Vol. 32, No. 6, 1992, pp. 6-12.
5.Bilkey, W. J. and Erik, N., “Country-of-Origin Effects on Produc Evaluation,” Journal of International Business, Vol. 13, No. 1, 1982, pp. 89-99.
6.Douglas, S. T., “On the Use of Borrowed Scales in Cross-National Research,” International Margeting Review, Vol. 20, No. 6, 2003, pp. 624-642.
7.Dowing, G. R., “Mandging Your Corporate Image,” Industrial Marketing Management, Vol. 15, No. 2, 1986, pp. 109-115.
8.Fombrum, C. and Shanley, M., “What’s in a Name? Reputation Building and Corporate Strategy,” Academy of Management Journal, Vol. 33, No. 2, 1990, pp. 233-258.
9.Gray, E. R. and Balmer, J. M., “Managing Corporate Image and Corporate Reputation,” Long Range Planning, Vol. 31, No. 5, 1988, pp. 695-702.
10.Han, M. C. and Vern, T., “Country-of-Origin Effects for Uni-National and Bi-National Products,” Journal of International Business Studies, Vol. 19, No. 2, 1988, pp. 235-55.
11.Han, M. C., “Test the Role of Country Image in Consumer Choice Behaviour,” European Journal of Marketing, Vol. 24, No. 6, 1990, pp. 24-40.
12.Johansson, K. and Ikujiro, N., “Accessing the Impact of Country of Origin on Product Evaluations: A New Methodological Perception,” Journal of Marketing Research, Vol. 11, No. 2, 1985, pp. 388-396.
13.Kerlinger, F. N., Foundations of Behavioral Research, NY: Mcgraw-Hill, 1986.
14.Keller, K. L. and Asker, D. A., “Managing the Corporate Brand: The Effect of Corporatemarketing Activity on Consumer Evaluations of Brand Extension,” Working Paper Report, MA: Marketing Science Institute, 1997, pp. 97-106.
15.Khanna, S. R., “Asian Companies and the Country Stereotype Paradox: An Empirical Study,” Columbia Journal of World Business, Vol. 21, No. 2, 1985, pp. 29-38.
16.Laczniak, M. and Grossbart., “Manipulating Messae Involvement in Advertising Research,” Journal of Advertising, Vol.18, No. 2, 1989, pp. 28-38.
17.Lawrence , C. and Prendergast, G. P., “Country of Origin Stereotyping: A Case Study in the New Zealand Motor Vehicle Industry,” European Journal of Marketing, Vol. 4, No. 1, 1992, pp. 37-51.
18.Lefkoff-Hagius, P. and Charlotte, H. M., “Characteristic, Beneficial, and Image Attributes in Consumer Judgments of Similarity and Preference, ”Journal of Consumer Research, Vol. 20, No. 2, 1993, pp. 100-110.
19.Lemmink, J., Schuijf, A. and Streukens, S., “The Role of Corporate Image and Company Employment Image in Explaining Application Intentions,” Journal of Economic Psycholog, Vol. 24, No. 8, 2003, pp. 1-15.
20.Martin, I., “Measuringa Multi-Dimensional Construct: Country Image,”Journal of Business Research, Vol. 28, No. 19, 1993, pp.191-210.
21.Morwitz, G., “Using Segmentation to Improve Sales Forecasts Based on Purchase Internet: Which Interder Actually buy ?” Journal of Marketing Research, Vol. 29, No. 4 ,1992, pp. 391-405.
22.Nagashima, A., “A Comparison of Japanese and U.S. Attitudes Toward Foreign Products,” Journal of Marketing, Vol. 34, No. 1, 1970, pp. 68-74.
23.Nunnally. J. C., Psychometric Theory, 2nd, ed., NY: Mccraw-Hill., 1978.
24.Nguyen, N. and Leblanc, G., “Corporate Image and Corporate Reputation in Cusomers'' Retention Decisions in Services,” Journal of Retailing and Consumer Services, Vol. 8, No. 2, 2001, pp. 227-236.
25.Papadopoulos, N., Louise, A. H. and Jozsef, B., “A Comparative Analysis of Domestic Versus Imported Products,” International Journal of Research in Marketing, Vol. 7, No. 4, 1990, pp. 33-47.
26.Reynolds, F. D. and Wells, W. D., Consumer Behavior, McGraw-Hill., 1977.
27.Rudy, S., “Product-,Corportate-, and Country-Image Dimensions and Purchase Behavior: A Multicountry Analysis,” Journal of the Academy of Marketing Science, Vol. 32, No.3, 2005, pp. 251-270.
28.Schooler, R. D., “Product Bias in the Central American Common Market,” Journal of Research in Marketing, Vol. 2, No. 4, 1965, pp. 394-397.
29.Schooler, R. D., “Bias Phenomena Attendant to the Marketing of Foreign Goods in the U.S.,” Journal of International Business Studies, Vol. 2, No. 1, 1971, pp. 71-80.
30.Tongberg, R. C., “A Empirical Study of Relationship Between Dogmatism and Consumer Attitudes Toward Foreign Products,” Phd Dissertation, Pennsylvania State University, 1972.
31.Wang, C. K. and Charles, W. L., “ The Impact of Selected Environmental Forces Upon Consumer Willingness to Buy Foreign Products,” Journal of the Academy of Marketing Science, Vol. 11, No. 2, 1983, pp. 71-84.
32.Yuille, J. C. and Catchpole, M. J., “The Role of Imagery in Models of Cognition,” Journal of Mental Imagery, Vol. 1, No. 2, 1977, pp. 171-180.
33.Zeithaml, V. A., “Consumer Perceptions of Price, Quality and Value: A Means-End Model and Syntheisis of Evidence,” Journal of Marketing, Vol. 52, No. 4, 1988, pp. 2-22.









二、中文部分
1.力世管理顧問公司，線上遊戲產業研究報告，力世管理顧問公司，民國90年2月。
2.大宇資訊股份公司http://www.softstar.com.tw/main.aspx
3.巴哈姆特電玩資訊站http://www.gamer.com.tw/
4.吳明隆，SPSS統計應用學習實務，台北：知城數位股份有限公司，民國92年。
5.吳婉汝，「台灣遊戲軟體產業的分析」，國立台北大學經濟學研究所研究所碩士論文，民國90年6月。
6.林于勝，「2003年我國線上遊戲發展現況分析」，電子商務透析，民國92年6月。
7.信長之野望官方網站http://nobol.gameflier.com/index.asp
8.昱泉國際股份公司http://www.interserv.com.tw/
9.陳順宇，多變量分析，台北：華泰書局，民國93年。
10.陳順宇，迴歸分析，台北：華泰書局，民國93年。
11.陳順宇，實驗設計，台北：華泰書局，民國92年。
12.翁正修，「數位內容產業蓄勢待發」，數位新世紀，第2期，經濟部工業局，民國91年。
13.張紹動，研究方法，台北：滄海書局，民國90年1月。
14.華義國際數位娛樂股份有限公司http://www.wayi.net/
15.遊戲基地電玩資訊站http://www.gamebase.com.tw/
16.遊戲橘子數位遊戲公司http://tw.gamania.com/
17.資策會市場情報中心http://mic.iii.org.tw/
18.資策會電子商務研究所http://www.find.org.tw/
19.智冠全球資訊網http://www.soft-world.com.tw/
20.新絶代雙驕官方網站http://tth.gameflier.com/index.asp
21.傅鏡暉，線上遊戲產業HAPPY書，台北：遠流出版社，民國92年。
22.鄭呈皇，「王俊博:遊戲廠商明年將掛掉一半-線上遊戲市場將近人大者恆大時代」，商業週刊，第797期，民國92年5月。
23.鍾雯玲，「消費者的產品知識系統性產品偏好的影響」，銘傳大學管理科學研究所碩士論文，民國92年7月。
24.魔法家族http://www.mofa.com.tw/game/gameyester.asp
25.魔獸世界官方網站http://www.wowtaiwan.com.tw/