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研究生:林再鶴
研究生(外文):LIN, TSAI-HO
論文名稱:影響使用者使用行動遊戲滿意度與忠誠度之研究
論文名稱(外文):The study of users’ satisfaction and loyalty towards the mobile game
指導教授:楊治清楊治清引用關係
指導教授(外文):Chih-Chin Yang
口試委員:顏嘉惠郭展盛
口試委員(外文):Cen,Chia-HuiKuo Chan-Sheng
口試日期:2014-05-26
學位類別:碩士
校院名稱:開南大學
系所名稱:資訊學院碩士在職專班
學門:工程學門
學類:電資工程學類
論文種類:學術論文
論文出版年:2014
畢業學年度:102
語文別:中文
論文頁數:72
中文關鍵詞:行動遊戲遊戲品質認知娛樂性系統品質口碑玩家滿意度玩家忠誠度
外文關鍵詞:mobile gamegame qualityplayfulnesssystem qualityword - of - mouthplayers’ loyalty
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本研究旨在探討行動遊戲中,行動遊戲廠商的遊戲品質、認知娛樂性、系統品質、口碑如何透過滿意度影響顧客的忠誠度。本研究參照相關顧客忠誠度研究所提之服務品質-滿意度-忠誠度之間的影響關係,另考量行動遊戲的特性,以四個變數—即:遊戲品質、系統品質、認知娛樂性及口碑替代服務品質,來探討其對行動遊戲玩家滿意度及忠誠度之影響。其中系統品質與遊戲品質係援引 Delone & Mclean 資訊系統成功模式中之系統品質與資訊品質(本研究稱之為遊戲品質)。本研究以高中生為研究對象採用實體問卷的方式進行調查,並以SPSS統計分析套裝軟體進行分析處理與假說檢定。研究結果顯示遊戲品質、認知娛樂性、系統品質及口碑皆各自單獨地影響玩家的滿意度,並進而影響玩家的忠誠度。行動遊戲開發商在研發行動遊戲時,應從玩家的角度著手,設計畫面美、刺激有趣、有吸引力、並具聲光效果的遊戲,如此才能吸引玩家的興趣,提高玩家的滿意度,同時維持玩家的口碑,以提昇玩家對該遊戲或公司的忠誠度。
The primary objective of this study was to examine the determinants of users’ satisfaction and loyalty towards the mobile game. The relationship of service quality-customer satisfaction-customer loyalty was used as a theoretical foundation, while the service quality was replaced with the game quality, system quality and playfulness. Another construct word-of-mouth was added to better understand osers’ loyalty toward the mobile game. An empirical study was conducted to test the research model. The analysis result showed that the game quality, system quality, playfulness, as well as word-of-mouth significantly affect the users’ satisfaction, which in turn affected the users’ loyalty toward the mobile game. Thus, the more game quality, system quality and playfulness the mobile game provides the more satisfaction the players will feel, and the more loyalty the players will show toward the mobile game.
第一章 緒論

第一節 研究背景---------------------------------------- 1
第二節 研究動機---------------------------------------- 4
第三節 研究目的---------------------------------------- 5
第四節 研究流程---------------------------------------- 6

第二章 文獻探討

第一節 行動遊戲---------------------------------------- 8
第二節 認知娛樂性-------------------------------------- 12
第三節 網路口碑---------------------------------------- 13
第四節 Delone & McLean資訊系統成功模型------------------ 18
第五節 遊戲品質---------------------------------------- 20
第六節 滿意度------------------------------------------ 21
第七節 忠誠度------------------------------------------ 22

第三章 研究方法

第一節 研究架構---------------------------------------- 25
第二節 研究假說---------------------------------------- 26
第三節 各變數之操作型定義與衡量問項----------------------- 27
第四節 研究對象---------------------------------------- 30
第五節 問卷調查與分析----------------------------------- 31

第四章 資料分析與研究

第一節 敘述統計分析------------------------------------- 35
第二節 因素分析-----------------------------------------42
第三節 信度分析-----------------------------------------44
第四節 相關分析-----------------------------------------46
第五節 迴歸分析-----------------------------------------47


第五章 結論與建議

第一節 研究發現與討論------------------------------------55
第二節 研究限制與未來研究建議-----------------------------57

參考文獻 ------------------------------------------------59


附錄

附錄一 本研究問卷----------------------------------------68

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