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研究生:沈意棠
研究生(外文):Shen, Yi-Tang
論文名稱:Astudyofonlineinteractionnetworkstructureandbehavioralfactorsinfluencinggamers'loyalty
論文名稱(外文):影響遊戲忠誠度之線上互動結構與行為因素
指導教授:王俊程王俊程引用關係
指導教授(外文):Wang, Jyun-Cheng
學位類別:碩士
校院名稱:國立清華大學
系所名稱:科技管理研究所
學門:商業及管理學門
學類:其他商業及管理學類
論文種類:學術論文
畢業學年度:97
語文別:英文
論文頁數:42
中文關鍵詞:社會網路分析線上遊戲忠誠度行為魔獸世界
外文關鍵詞:Social network analysisOnline gameLoyaltyBehaviorWorld of Warcraft
相關次數:
  • 被引用被引用:1
  • 點閱點閱:214
  • 評分評分:
  • 下載下載:35
  • 收藏至我的研究室書目清單書目收藏:3
The continuation of playing is very important for online game companies. Previous studies mainly focus on people, including operation, interface, store, network, and etc, while few focus on virtual player behaviors in online games. This study focuses on virtual gamers’ behavior in online game and what behavioral factors influence gamer loyalty.
Data is collected from World of Warcraft and its database website (http://tw.wowarmory.com/) and research gamers’ behavior by social network analysis. This research presents the relation between gamers’ behavior and gamer loyalty in online game and proves gamers’ data in games can be used to analyze loyalty. The method of analyzing gamers’ behavior can also lead to designing better online game in future market.
Chapter 1. Introduction 1
1.1 Research background 1
1.2 Research motivation 3
1.3 Research objectives 4
Chapter 2. Literature review 5
2.1 Loyalty, service loyalty and gamer loyalty 5
2.2 Online game 8
2.3 Social networks 12
Chapter 3. Research methodology 15
3.1 Data collection 15
3.2 Hypotheses 17
3.3 Framework 20
3.4 Data processing 21
3.5 Research method 24
Chapter 4. Result 25
4.1 Data statistics 25
4.2 Social network analysis 29
4.3 Statistic analysis 31
Chapter 5. Discussion 37
5.1 Conclusion 37
5.2 Managerial implication 39
5.3 Limitation 40
5.4 Suggestion 40
Reference 41
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Ducheneaut, N., Yee, N., Nickell, E., & Moore, R. J. (2006). " Alone together?": exploring the social dynamics of massively multiplayer online games.
Ducheneaut, N., Yee, N., Nickell, E., & Moore, R. J. (2007). The life and death of online gaming communities: a look at guilds in world of warcraft.
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Scott, J., Tallia, A., Crosson, J. C., Orzano, A. J., Stroebel, C., DiCicco-Bloom, B., et al. (2005). Social network analysis as an analytic tool for interaction patterns in primary care practices. The Annals of Family Medicine, 3(5), 443.
Srinivasan, S. S., Anderson, R., & Ponnavolu, K. (2002). Customer loyalty in e-commerce: an exploration of its antecedents and consequences. Journal of Retailing, 78(1), 41-50.
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