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研究生:賀琬文
研究生(外文):Wan-Wen Ho
論文名稱:MMORPG中之玩家認同對購買意圖的影響
論文名稱(外文):The Influence of Player Identification on Purchase Intention in MMORPG
指導教授:王仕茹王仕茹引用關係
指導教授(外文):Shih-Ju Wang
學位類別:碩士
校院名稱:國立臺灣師範大學
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:2013
畢業學年度:101
語文別:中文
論文頁數:78
中文關鍵詞:公會成員相似性公會成員獨特性公會成員尊榮感公會認同遊戲認同虛擬角色認同相似性認同希望性認同臨場感體驗購買意圖
相關次數:
  • 被引用被引用:1
  • 點閱點閱:407
  • 評分評分:
  • 下載下載:24
  • 收藏至我的研究室書目清單書目收藏:0
近年來,線上遊戲市場之規模不斷地擴大且免付費形式之線上遊戲逐漸興起,廠商間的競爭將日趨激烈,為使國內線上遊戲廠商瞭解玩家購買虛擬寶物的因素,本研究將透過玩家認同之角度,探討公會認同、遊戲認同與虛擬角色認同對虛擬寶物購買意圖所造成的影響,並加入了玩家如何形成對公會認同之觀點,瞭解同儕關係在線上遊戲中的重要性,以及玩家對公會與虛擬角色的認同是如何影響其對遊戲的認同。

研究對象為最近三個月有參與MMORPG的台灣地區玩家,共回收321份有效樣本,並使用線性結構關係模式(LISREL)為主要分析工具。實證結果顯示:(1)公會中成員之相似性與獨特性愈高,玩家對公會的認同愈高;然而,公會成員尊榮感對公會認同則未呈現顯著影響。(2)玩家對公會與虛擬角色的認同愈高,愈有助於提升玩家對遊戲的認同。(3)玩家對公會、遊戲與虛擬角色的認同愈高,將有助於提升玩家購買虛擬寶物的可能性。最後將根據研究結果,提出相關研究建議給予線上遊戲業者做為參考。

第一章 緒論 1
第一節 研究背景與動 1
第二節 研究問題 6
第二章 文獻探討 7
第一節 線上遊戲產業 7
一、線上遊戲的定義 7
二、MMORPG的特徵 8
三、線上遊戲之研究 10
第二節 玩家認同 12
一、公會認同與遊戲認同 13
二、虛擬角色認同與遊戲認同 15
第三節 公會認同之前因 18
一、公會成員相似性 19
二、公會成員獨特性 20
三、公會成員尊榮感 21
第四節 購買意圖 22
一、購買意圖之定義 22
二、玩家認同對購買意圖之影響 23
第三章 研究方法 26
第一節 研究架構與假設 26
第二節 研究變項與衡量 28
第三節 研究設計 34
第四章 分析結果 36
第一節 基本資料分析 36
第二節 因素分析與信效度檢定 42
第三節 結構關係模式分析 48
第四節 假說檢定 54
第五章 結論與建議 58
第一節 研究發現 58
第二節 管理意涵 62
第三節 研究限制 64
第四節 未來研究建議 65
參考文獻 67
附錄 I

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