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研究生:林慧玲
研究生(外文):Lin, Huei-Ling
論文名稱:體驗行銷與產品特性對手機遊戲購買行為之影響研究
論文名稱(外文):A Research Of Consumer Behavior On Mobile Game Which Impacted By Experiential Marketing And Product Characteristics
指導教授:張銀益張銀益引用關係
指導教授(外文):Chang, Yin-Yih
口試委員:游張松李慶長
口試委員(外文):Yu,Chang-SungLi,Ching-Chang
口試日期:2012-06-09
學位類別:碩士
校院名稱:輔仁大學
系所名稱:資訊管理學系
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:2012
畢業學年度:100
語文別:中文
論文頁數:112
中文關鍵詞:手機遊戲體驗行銷
外文關鍵詞:Mobile game
相關次數:
  • 被引用被引用:3
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  • 下載下載:0
  • 收藏至我的研究室書目清單書目收藏:4
因應智慧型手機多媒體功能和主螢幕解析度的不斷提升、炫麗繽紛的遊戲畫面、簡單的操作介面、成熟的寬頻網路環境,使得全球手機遊戲的產值將會有突破性的成長。消費者再購買這些手機遊戲時,往往受到試玩體驗與口碑的影響,因此本研究將以「知覺價值」模型為主,提出「體驗行銷」、「產品特性」和「口碑」為構面來探討消費者對於手機遊戲購買意願的影響因素研究。
本研究以便利抽樣於mySurver線上問卷調查網站以及iQuestion線上調查網進行網路問卷調查,並於巴哈姆特電玩資訊站發佈本研究的網路連結,共回收732份問卷。本研究結果有五:1. 體驗行銷、產品特性、口碑構面對知覺價值有顯著性的正向影響,而知覺價值對購買意願有顯著性的正向影響。2.在體驗行銷構面上,受訪者特別注重試玩版手機遊戲的畫面及劇情內容,顯示對於試玩版遊戲來說,要吸引消費者購買必須以精美的遊戲畫面和豐富的劇情抓住消費者的心。3.在產品特性方面上,受訪者最在意「劇情內容要能引起我的興趣」,其次是「遊戲畫面要能吸引我的注意力」。4.口碑對消費者的影響,以「親朋好友的評價」為最高,「討論區網友的評價」為其次。5. 體驗行銷對於消費者口碑的影響,經由試玩的過程,消費者會有自己的經驗談以及跟他人討論的動機,多重影響下,越有可能有購買手機遊戲的意願。

The output value of mobile games makes an outstanding breakthrough because multimedia and display of main screen are upgraded from time to time, and the games are full of richness. Also the user friendly interface and the maturity of the wireless mesh network are contributing factors to mobile games. The consumers who have game tryout experiences by themselves or get the word-mouth recommendation from others would be impressed and then have motivations to purchase these mobile games. This research is to find out consumers’ purchase intentions, using the concept of “Perceived Value” as a main frame to analyze those intentions from the perspectives of “Experiential Marketing”, “Product Characteristics”, “Word-of-Mouth Recommendation”
This research sampled online surveys from mySurver’s website and iQuestion’s website, and released on BAHAMUT website, and got 732 questionnaires filled in. In this research, there are five conclusions: 1. Experiential Marketing, Product Characteristics, and Word-of-Mouth Recommendation all have great influences on perceived value of the customers. 2. On the perspective of Experiential Marketing, the interviewees are especially surprised by the tryout games that are exquisite by the display and context. This implies that the consumers would be drawn to purchasing because of the exquisite design and richness of the stories of the games. 3.On perspective of “Product Characteristics”, the consumers care the most of all is whether the stories of the games interest them, followed by the display of games. 4.Word Of Mouth Marketing: consumers are affected the most by the recommendations from family and friends, followed by that from Internet forum. 5. The reason that Experiential Marketing would influence Word-of-Mouth Recommendation is that the consumers would have their own tryout experiences and would like to exchange their opinions with each other, and under such multifold influences, there will be more possible chances that consumers actually take their own purchasing actions.

目錄
表次 vii
圖次 xi
第一章 緒論 1
第一節 研究動機 1
第二節 研究目的 3
第三節 研究流程 5
第貳章 文獻探討 7
第一節 手機通訊歷史發展 7
第二節 手機遊戲發展現況 14
第三節 體驗行銷理論相關研究 23
第四節 產品特性理論相關研究 26
第五節 口碑理論相關研究 30
第六節 知覺價值理論相關研究 34
第七節 購買意願理論相關研究 37
第參章 研究方法 39
第一節 研究架構與假說 39
第二節 研究設計 43
第肆章 研究結果與分析 50
第一節 樣本基本資料分析 50
第二節 研究構面問項統計分析 56
第三節 信度與效度分析 60
第四節 假說檢定結果 71
第五節 分群分析 76
第六節 小結 87
第伍章 結論與建議 89
第一節 研究結論 89
第二節 研究建議 90
第三節 研究限制 91
第四節 未來研究方向 91
參考文獻 92
附錄一 問卷 109


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