臺灣博碩士論文加值系統

在本研究架構中，顧客滿意度受到四種品牌個性之影響，分別為「知覺的成功個性」、「知覺的愉悅個性」、「知覺的想像力個性」、「知覺的互動個性」，同時，「遊戲成癮」對模式架構中之每條路徑具有干擾效果。經由台灣於網路上的調查得知玩家會經由遊戲成癮而受到干擾影響，此研究結果顯示，「成功個性」、「愉悅個性」與「想像力個性」分別對「顧客滿意度」具有顯著影響，然而，「互動個性」對「顧客滿意度」不具有顯著影響。同時，「成功個性」、「愉悅個性」、「想像力個性」與「顧客滿意度」關係確實受到「遊戲成癮」之干擾，然而「互動個性」與「顧客滿意度」之關係並不會受到「遊戲成癮」之干擾。最後，本研究之檢測結果冀望對後續研究者與線上遊戲管理者作為參考，並研發出符合玩家們所期待的線上遊戲所具有獨特的魅力個性。

This study examines the relationship between the perceived brand personality of online games and satisfaction using game addiction as a moderator. In this study’s proposed model, satisfaction is influenced by the perceived brand personality that contains four dimensions: perceived imaginative personality (IM), perceived cheerful personality (CH), perceived successful personality (SU), and perceived interactive personality (IN). In addition, gaming addiction moderates each model path. The moderating effects of addiction are simultaneously examined using data collected via Internet from online gamers in Taiwan. The test results reveal that the influences of IM, CH, and SU on satisfaction are significant while the influence of IN on satisfaction is insignificant. At the same time, the influences of IM, CH, and SU on satisfaction are moderated by addiction, whereas the remaining one model path between IN and satisfaction is not moderated. Finally, implications of empirical findings are also discussed.

摘要………………………………………………………………………i
Abstract ………………………………………………………………ii
誌謝……………………………………………………………………iii
目錄 ……………………………………………………………………iv
表目錄 …………………………………………………………………vi
圖目錄…………………………………………………………………vii
第一章　緒論……………………………………………………………1
1.1 研究背景……………………………………………………………2
1.2 研究動機……………………………………………………………4
1.3 研究目的……………………………………………………………5
1.4 研究範圍……………………………………………………………6
1.5 研究流程……………………………………………………………6第二章　文獻探討.…………………………………………………….8
2.1 角色扮演遊戲之研究………………………………………………8
2.2 品牌個性之研究……………………………………………………10
　　 2.2.1　品牌之定義………………………………………………10
　　 2.2.2　品牌形象…………………………………………………13
　　 2.2.3　品牌個性…………………………………………………14
2.3 遊戲成癮之研究……………………………………………………19
2.4 顧客滿意度之研究…………………………………………………21
第三章　研究設計………………………………………………………23
　　3.1 研究架構………………………………………………………23
　　3.2 研究假設………………………………………………………25
　　3.3 研究變數之操作性定義………………………………………33
3.4 問卷設計……………………………………………………………35
3.5 資料分析方法………………………………………………………39
第四章　資料分析與假說驗證彙整……………………………………41
　　4.1 信度分析………………………………………………………43
　　4.2 驗證性因素分析………………………………………………43
4.2.1　配適度檢定…………………………………………………….44
　　　 4.2.2　收歛效度………………………………………………45
　　　 4.2.3　區別效度………………………………………………47
　　4.3 階層廻歸分析…………………………………………………49
第五章　結論與建議……………………………………………………55
　　5.1 研究結論………………………………………………………55
　　5.2 研究建議………………………………………………………59
　　5.3 研究限制………………………………………………………61
　　5.4 研究貢獻………………………………………………………62
　　5.5 未來研究方向…………………………………………………63
參考文獻…………………………………………………………………64
附錄………………………………………………………………………72
　　A　正式問卷 ………………………………………………………72

表目錄
表2.1　角色扮演遊戲之演進 …………………………………………10
表2.2 品牌權益之衡量指標 …………………………………………12
表2.3 品牌個性之構面 ………………………………………………15
表2.4 品牌個性之定義 ………………………………………………18
表2.5 遊戲成癮之定義 ………………………………………………20
表2.6 顧客滿意度之定義 ……………………………………………22
表3.1　研究假設之彙整 ………………………………………………32
表3.2　知覺的品牌個性之操作性定義 ………………………………33
表3.3 遊戲成癮之操作性定義 ………………………………………34
表3.4　顧客滿意度之操作性定義 ……………………………………35
表3.5　問卷內容對照表 ………………………………………………38
表4.1　樣本特性分配表 ………………………………………………42
表4.2　信度分析 ………………………………………………………43
表4.3　模式的配適度檢定 ……………………………………………44
表4.4　收歛效度分析 …………………………………………………46
表4.5　卡方檢定 ………………………………………………………48
表4.6　階層廻歸分析 …………………………………………………51
表4.7 本研究之假說驗證彙整 ………………………………………54

圖目錄
圖1.1 2004年亞太地區線上遊戲訂戶營收比例 ………………………3
圖1.2 本研究流程 ………………………………………………………7
圖3.1 研究架構圖………………………………………………………24
圖4.1 遊戲成癮對品牌個性與顧客滿意度之干擾……………………52
圖4.2 模式驗證…………………………………………………………53

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