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研究生:莊詠晴
研究生(外文):Yung-Ching Chuang
論文名稱:上班族對線上遊戲之行為研究
指導教授:盧建旭盧建旭引用關係
學位類別:碩士
校院名稱:明道大學
系所名稱:管理研究所
學門:商業及管理學門
學類:企業管理學類
論文種類:學術論文
論文出版年:2009
畢業學年度:97
語文別:中文
論文頁數:95
中文關鍵詞:線上遊戲、虛擬社群、計畫行為理論、結構方程式模式
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線上遊戲能快速的崛起並淘汰了以往的單機版遊戲,是由於玩家透過線上遊戲,體會享受到滿足感,並得到各種不同的需求慾望。許多人會夢想成為某些特殊身分,而這些身分,在現實生活中並不容易達到,但線上遊戲可以很輕易的達成這樣的願望。因此在遊戲之中建立新的身份,經營在虛擬空間的人際關係,以獲取各類心理需求上的滿足感,尤其是在生活與工作的雙重壓力下。
本研究將線上遊戲相關資料之蒐集與相關文獻回顧探討,運用問卷調查來進行實證研究分析。本研究主要的目的為,探討上班族群對線上遊戲之參與行為意圖;探討「沉迷行為」、「虛擬社群」、「知覺行為控制」、「主觀規範」等對上班族群玩家需求之影響;將「沉迷行為」、「虛擬社群」、「知覺行為控制」、「主觀規範」等構面分解出多類信念,並進而探討上班族群對使用行為之顯著的影響。
本研究所蒐集之資料,依研究目的、假說與資料型態,採用SPSS 15.0統計分析軟體與AMOS7.0作為分析工具,並運用統計方法進行實證分析,實證主要結果為,沉迷行為主要受到虛擬社群、知覺行為控制、主觀規範的影響。
目錄………………………………………………………………………Ⅰ
表目錄……………………………………………………………………Ⅲ
圖目錄……………………………………………………………………Ⅳ
第壹章 緒論……………………………………………………………1
第一節 研究動機與背景……………………………………………1
第二節 研究目的……………………………………………………3
第三節 研究範圍……………………………………………………4
第四節 研究流程……………………………………………………5
第五節 本文結構……………………………………………………7
第貳章 文獻回顧………………………………………………………8
第一節 線上遊戲……………………………………………………8
第二節 沉迷行為……………………………………………………13
第三節 虛擬社群……………………………………………………17
第四節 解構計畫行為理論…………………………………………22
第參章 研究方法………………………………………………………33
第一節 研究架構……………………………………………………33
第二節 研究假設……………………………………………………35
第三節 變數定義與衡量項目………………………………………39
第四節 問卷設計與抽樣設計………………………………………45
第五節 資料分析方法………………………………………………46
第肆章 研究結果………………………………………………………48
第一節 敘述性統計分析……………………………………………48
第二節 問卷信度與效度分析………………………………………57
第三節 t檢定與單因子變異數分析 ………………………………61
第四節 結構方程模式分析…………………………………………64
第伍章 結論與建議……………………………………………………75
第一節 研究結論與說明……………………………………………75
第二節 研究建議……………………………………………………79
第三節 研究限制……………………………………………………81
第四節 未來研究之議題方向………………………………………82
參考資料…………………………………………………………………83
附錄正式問卷……………………………………………………………92
中文文獻
王國榮,「線上遊戲品質與公平性對顧客滿意度及忠誠度」,東吳大學國際貿易研究所,民92。
吳俊,「台灣線上遊戲公司經營模式之研究」,國立雲林科技大學企業管理研究所,民94。
呂貫文,「大學生使用網際網路行為及其影響因素之相關研究-以靜宜大學學生為例」,靜宜大學青少年兒童福利研究所,民89。
林子凱,「線上遊戲『天堂』之使用者參與動機與滿意度研究,國立成功大學企業管理研究所,民91。
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陳俊良,「線上遊戲顧客忠誠度之研究」,國立台灣科技大學企業管理研究所,民91。
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彭淑芸,「網路沉迷關連模型之建構與連線遊戲中斷探討」,中原大學資訊管理研究所,民92。
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傅鏡暉,「線上遊戲產業Happy書,帶領你深入暸解on-line game 產業」,遠流出版事業公司,民92。
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楊秀敏,「線上遊戲產品置入傳播效果研究:以線上遊戲創作『kuso世代』為例」,國立政治大學政治研究所,民93。
楊敏杰,「線上遊戲之消費者行為研究-態度、主觀規範、知覺行為控制、行為意圖與沉迷行為之應用」,國立中興大學行銷研究所,民95。
管孟忠、林家卉,「建構線上遊戲服務品質決策模式之研究-以台灣地區線上遊戲產業為例」,數位經濟與網路行銷,2003電子商務與數位生活研討會。
駱文康、汪志堅、方文昌,「以訪談探索線上遊戲消費者購買決策程序與轉換因素」,電子商務研究,2005年,第3卷,第3期,頁289-308。
盧貞吟,「強化線上遊戲吸引力之策略研究-以線上遊戲『天堂』為例」,國立成功大學工業設計研究所,民92。
韓佩凌,「台灣中學生網路使用者特性、網路使用行為、心理特性對網路沉迷現象之影響」,師範大學教育心理與輔導研究所,民89。
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