臺灣博碩士論文加值系統

線上遊戲產業快速成長且競爭相當激烈，管理者維繫玩家的顧客忠誠有助於廠商永續經營，因此，顧客忠誠成為重要的議題。過去研究指出開放性、嚴謹性、外向性與技巧、神迷、顧客忠誠有關係，但這三種特質隨著時間經過是否會影響技巧、神迷、顧客忠誠較少被探討，因此，本研究以縱斷面研究設計，探討人格特質(開放性、外向性、嚴謹性)對跨期技巧、神迷經驗與顧客忠誠的影響。本研究在2007年10~11月(前期)回收有效問卷1852份，並在2008年4~5月(後期)追蹤到760位受測者再次參與，樣本留住率為41.0%，其中有345位受測者是兩期填寫時，其最常玩的遊戲為同一款者，納入本研究進行分析。研究結果發現：(1)線上遊戲顧客的開放性、嚴謹性會正向影響前期的技巧，且會間接增進神迷及顧客忠誠；(2)線上遊戲顧客的開放性、嚴謹性、外向性不會影響後期的技巧，且不會間接增進神迷及顧客忠誠；(3)前期的神迷、技巧及顧客忠誠分別會正向影響後期的神迷、技巧及顧客忠誠。本研究結果建議管理者在早期提昇顧客的遊戲技巧並使其體驗到神迷，有助於建立長期的顧客忠誠，且管理者可以開放性高及嚴謹性高的線上遊戲顧客，作為目標顧客群。

Loyalty is an important issue for managers. Previous studies had found that personality traits (in terms of openness, conscientiousness and extraversion) are associated with skill, flow and loyalty, but it is unclearly known whether these traits will influence skill, flow and loyalty in the future. Therefore, this study try to use longitudinal design to investigate the relationship among personality traits, intertemporal skills, flow, and loyalty. There are 1852 online game customers participating this study in first stage. These customers are invited to participate again after half a year. There are 760 online game customers participate continually in second stage. The sample reserving rate is 41%. But only 345 of that often play the same online game at this time. Hence, the sample size comprised 345 customers. The analytical results indicated that openness and conscientiousness positively influence playing skills in early stage. Skills positively influenced flow, which positively influenced the customer loyalty in first stage. Moreover, skill in first stage positively influenced skill in second stage. Flow in first stage positively influenced flow in second stage. Customer loyalty in first stage positively influenced customer loyalty in second stage. Implication of this study for management and future research were discussed.

目錄
指導教授推薦書…………………………………………………………
口試委員審定書…………………………………………………………
長庚大學碩博士論文著作授權書………………………………………
致謝…………………………………………………………………….iv
中文摘要………………………………………………………………..v
英文摘要……………………………………………………………….vi
目錄……………………………………………………………………vii
圖目錄………………………………………………………………….ix
表目錄…………………………………………………………………..x
第一章 前言........................................1
第二章 文獻回顧顧……………………………………………………3
2.1 顧客忠誠…………………………………………………………3
2.2 神迷………………………………………………………………4
2.3 技巧………………………………………………………………7
2.4 人格特質…………………………………………………………8
第三章 假說推論…………………………………………………….11
3.1 人格特質與技巧……………………………………………….11
3.2 技巧、神迷與顧客忠誠……………………………………….12
第四章 研究方法…………………………………………………...16
4.1樣本………………………………………………………….......16
4.2 流程……………………………………………………………..17
4.3 測量……………………………………………………………..18
第五章 分析…………………………………………………………..22
5.1 樣本結構……………………………………………………......22
5.2 假說檢驗……………………………………………………......23
5.3 額外發現……………………………………………………......26
第六章 節論…………………………………………………………..28
6.1 主要發現………………………………………………………..28
6.2 理論意涵………………………………………………………..28
6.3 管理意涵………………………………………………………..29
6.4 研究限制及未來研究…………………………………………..30
參考文獻………………………………………………………………33
圖目錄
圖1：本研究的概念架構..............................15
圖2：結構模式與路徑係數............................26
表目錄
表1：測量模式結果.................................19
表2：各構念間的相關...............................21
表3：有效樣本結構.................................22
表4：假說檢定結果.................................23
表5：人口統計變數與前後期人格特質間的相關係數........27

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