臺灣博碩士論文加值系統

線上遊戲玩家轉換行為頻繁，雖有研究者深入探討，但未能從線上遊戲族群特有的心理特質進行分析，造成探討轉換行為因素不夠全面。有鑑於此，本研究以社會交換論的構面為研究基礎架構，以「滿意」、「轉換成本」及「替代者吸引力」來探究對遊戲品牌轉換意圖的外在影響；內在因素則以線上玩家特有的心理特質「多樣化搜尋」與「風險承受」，以及「多樣化搜與風險承受的交互作用」為干擾變數，探討其對「滿意」、「轉換成本」與「替代者吸引力」與品牌轉換意圖之關係的干擾影響。本研究並進一步將遊戲玩家區分為付費與非付費兩群族，探討他們在社會交換論及心理特質對品牌轉換意圖上的差異。
資料收集以網路問卷為主，共回收問卷587份，有效問卷492份，回收率83.82%。研究結果發現，付費玩家之滿意與轉換成本負面影響品牌轉換意圖，替代者吸引力正向影響品牌轉換意圖，但心理特質未具干擾效果。非付費玩家僅替代者吸引力正向影響品牌轉換意圖；心理特質干擾效果則顯示「多樣化搜尋」對「滿意」與「品牌轉換意圖」之關係有正向干擾效果；「風險承受」對「轉換成本」與「品牌轉換意圖」之關係有正向干擾效果；「多樣化搜尋」、「風險承受」及「多樣化搜尋與風險承受的交互作用」對「替代者吸引力」與「品牌轉換意圖」之關係皆具有正向干擾效果。本研究強調付費與非付費群族的轉換行為具有相當大的差異，有助於企業在應用與配置行銷資源之參考依據。

The online gamer’s switching behaviors have been intensively studied, but the effects of their psychological traits on brand switching were hardly explored. Based on the theory of social exchange with the constructs of satisfaction, switching costs, and alternative attractiveness, this research adopted online gamers’ psychological traits-variety seeking and risk taking as the moderating variables and examined their influence on the relationship between satisfaction, switching costs, alternative attractiveness and brand switching intention. In addition, we further segmented on-line gamers into payment subgroup and nonpayment subgroup, and explored the difference of direct and interaction effects in the research model.
A total of 587 samples were returned from MMOPRG website. In the nonpayment subsample, the results show that on-line gamers’ switching intention will increase while the attractiveness of the alternative games is raised. On the other hand, the player’s switching intention will decrease when they perceive high switching cost. The results of testing the moderating effects of psychological traits reveals that variety seeking have positive effects on the relationship between satisfaction and brand switching intention; risk taking have positive effects on the relationship between switching costs and brand switching intention; variety seeking, risk taking, the interaction of variety seeking and risk taking have positive effects on the relationship between alternative attractiveness and brand switching intention.
In the payment subsample, the results show that on-line gamers’ switching intention will increase while alternative attractiveness is raised. On the other hand, the player’s switching intention will decrease when online gamers perceive higher switching cost and satisfaction. The moderating effects of psychological traits on the relationship between satisfaction, switching cost, alternative attractiveness and brand switching intention were not found.

目錄
摘要 I
ABSTRACT II
誌謝 III
第一章 緒論 1
第一節 電玩產業背景 1
第二節 研究動機 2
第三節 研究目的 4
第四節 研究流程 5
第二章 文獻探討與研究假說 6
第一節 線上遊戲 6
第二節 品牌轉換 11
第三節 社會交換論 12
第四節 滿意與品牌轉換 14
第五節 轉換成本與品牌轉換 17
第六節 替代者吸引力與品牌轉換 20
第七節 心理特質的干擾效果 22
第八節 假說之彙整 31
第三章 研究方法 32
第一節 研究架構 32
第二節 研究變數定義 34
第三節 變數衡量與問項設計 36
第四節 資料分析方法 44
第五節 研究設計 46
第四章 資料分析 48
第一節 樣本結構分析 48
第二節 使用行為分析 49
第三節 信效度分析 52
第四節 線上遊戲玩家品牌轉換意圖假說檢定 62
第五節 假說驗證結果彙整 76
第五章 結論與建議 78
第一節 研究結論 78
第二節 研究貢獻意涵 85
第三節 實務意涵 85
第四節 研究限制及後續研究建議 90
參考文獻 92
一、 中文部分 92
二、 英文部份 93
附錄：本研究問卷 105

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