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研究生:莊皓鈞
研究生(外文):Hao-Chun Chuang
論文名稱:線上遊戲再購行為之調查研究:兼論態度量表刻度之設計
論文名稱(外文):A Research on the OLG Repurchase Behavior:And a Reconsideration of the Steps Design of Attitude Scales
指導教授:吳統雄吳統雄引用關係
指導教授(外文):Tung-Xiung Wu
學位類別:碩士
校院名稱:世新大學
系所名稱:資訊管理學研究所(含碩專班)
學門:電算機學門
學類:電算機一般學類
論文種類:學術論文
論文出版年:2011
畢業學年度:99
語文別:中文
論文頁數:77
中文關鍵詞:線上遊戲服務品質顧客滿意度再購行為量表刻度相對客觀性文化適域性
外文關鍵詞:Online GameService QualityCustomer SatisfactionRepurchase BehaviorSteps Design of Attitude ScalesRelative ObjectivityCulturally Localizational Adoption
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本研究包括兩大部分,第一是線上遊戲的服務品質與顧客滿意度對再購行為影響之研究,過去有關「再購行為」的研究,雖以「行為」為名,但是仍以「態度」量表為測量工具,本研究則以 3 項具體的行為作為測量項目;第二是量表刻度的研究,以五點制與百分制兩種刻度進行差異比較,以及其間是否存在「相對客觀性」與「文化適域性」的問題。結果發現:服務品質與顧客滿意度與再購行為無關,與過去的文獻並不相同。不同的原因,可能是因為本研究在抽樣設計的隨機性與樣本數有所不足;也可能是過去研究在研究方法上有誤導,因為所見文獻均是以態度量表去衡量行為程度,在測量工具上並不完全適用。而刻度研究的結果顯示,五點制與百分制兩者對於品質的衡量上,都擁有高相關係數,在「相對客觀性」上均達到良好程度;但百分制比五點制在細節上的解釋能力略高,在重要測量點-如「及格」點-上,較能反映出受訪者的一致性,在文化認知上較深厚,所以在可見的未來,百分制刻度在「文化適域性」上仍占優勢。
This empirical study included two parts:The first was the influence of “service quality and “customer satisfaction” to online game repurchase behavior. Most of previous studies in “repurchase behavior" used to employ "attitude" scales to measure “behavior”. This study attempted to collect data from real purchasing behaviors. The second part was a methodological issue on the steps design of attitude scales. This part compared the five-point scale with the percentile scale and explored its implication based on the theories of "Relative Objectivity" and "Culturally Localizational Adoption". Results of the first part showed that there was no relationship between service quality, customer satisfaction and repurchase behavior that was inconsistent with the previous research. There were two possibilities of this difference; either this study‟s sampling design is not good enough or the attitude scales that were employed by previous research were not appropriate instruments to measure behaviors. Results of the second part suggested both the five-point scale and the percentile scale had good reliability and high correlation to each other that were satisfied with the requirement of “Relative Objectivity". However, the percentile scale had higher explanatory capability in details than five-point scale. For example, the percentile scale could define the “Qualification Point” much clearer than the five-point scale. The percentile scale would have an advantage over five-point scale in light of "Culturally Localizational Adoption" in the near future.
摘要 ........................................................................ I
ABSTRACT ................................................................... II
目錄....................................................................... III
圖目錄...................................................................... IV
表目錄....................................................................... V
第一章 緒論 ......................................................... 1
第一節 研究背景 .......................................................... 1
第二節 研究動機 .......................................................... 1
第三節 研究目的 .......................................................... 2
第四節 研究範圍與限制 .................................................... 2
第五節 研究流程 .......................................................... 3
第二章 文獻探討 ..................................................... 4
第一節 再購行為 .......................................................... 4
第二節 線上遊戲 .......................................................... 6
第三節 服務品質 ......................................................... 11
第四節 顧客滿意度 ...................................................... 16
第五節 服務品質與顧客滿意度對再購行為相關文獻............................ 18
第六節 量表刻度研究 ..................................................... 23
第三章 刻度實驗 .................................................... 25
第一節 研究方法 ......................................................... 25
第二節 研究分析與發現 ................................................... 26
第四章 研究方法 .................................................... 34
第一節 研究架構 ......................................................... 34
第二節 抽樣對象 ......................................................... 35
第三節 問項的定義與測量工具 ............................................. 35
第四節 訪問方法 ......................................................... 40
第五章 研究分析與發現 .............................................. 41
第一節 樣本代表性 ....................................................... 41
第二節 量表信度檢定 ..................................................... 42
第三節 總體分析 ......................................................... 47
第四節 雙變項與交互作用分析 ............................................. 52
第五節 共變項模型、中介模型分析 ......................................... 53
第六章 結論與建議 .................................................. 57
第一節 研究結論 ......................................................... 57
第二節 未來研究建議 ..................................................... 61
參考文獻 ................................................................... 63
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