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研究生:林昱君
研究生(外文):Yu-Jyun Lin
論文名稱:線上遊戲顧客忠誠度之研究
論文名稱(外文):A Study on the Influencing Factors of Online Game players'' Loyalty
指導教授:孫思源孫思源引用關係
指導教授(外文):Szu-Yuan Sun
學位類別:碩士
校院名稱:國立高雄第一科技大學
系所名稱:資訊管理系企業電子化碩士班
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:2014
畢業學年度:102
語文別:中文
論文頁數:83
中文關鍵詞:顧客忠誠度品牌形象線上遊戲品牌
外文關鍵詞:BrandBrand imagecustomer loyaltyonline game
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本研究以Garena所代理的遊戲-英雄聯盟遊戲者為研究對象,探討線上遊戲顧客忠誠度的影響,並採用調查研究法,資料收集來自線上問卷與紙本問卷,共發出250份問卷,其中231 份有效問卷,問卷回收率92.4%,使用PLS進行資料分析,瞭解線上遊戲使用者的行為模式,分析結果顯示,線上遊戲玩樂可以有效提升滿意度與顧客忠誠度。最後研究結果為:「品牌形象」、「玩樂」與「系統」呈正向顯著呈現,品牌是能夠維持顧客忠誠度的指標,而「信任」、「滿意度」和「轉換障礙」皆呈正向顯著, 則可以有效評估顧客忠誠度。
As the internet pervasive, more and more company joined to this online game market and tries to gain profit in this market. However, the key to success in this market is consumer satisfaction and loyalty. Because the cost of attracting new customers is much higher than the cost of retaining old customers, keeping customers loyal is a crucial issue for service firms. This research explores how playfulness and switching barriers, system quality, brand image, satisfaction and trust influence customer loyalty. To test the proposed research model, a survey research methodology was used. Paper survey and online survey was distributed to online game users. A total of 231 valid questionnaires were returned. Use PLS statistical tools performed ANOVA such as data analysis, understand online game player behavior patterns.
目錄
摘要 ................................................................ i
Abstract ........................................................... ii
誌 謝 ............................................................ iii
表目錄 ............................................................. vi
圖目錄 ............................................................ vii
壹、緒論 ............................................................ 1
一、研究背景: ...................................................... 1
二、研究動機: ...................................................... 6
三、研究目的: ...................................................... 9
四、論文架構 ....................................................... 11
貳、文獻探討 ....................................................... 13
一、線上遊戲的發展與現況 ........................................... 13
(一)線上遊戲的起源 ................................................. 13
(二)線上遊戲的定義與分類 ........................................... 14
(三)英雄聯盟 ....................................................... 15
二、品牌形象(Brand Image) .......................................... 17
(一)品牌(Brand) .................................................... 17
(二)品牌形象(Brand Image) .......................................... 19
三、玩樂(Playfulness) .............................................. 21
四、顧客忠誠度(Customer Loyalty) ................................... 22
五、滿意度(Satisfaction) ........................................... 23
六、信任(Trust) .................................................... 24
七、轉換障礙(Switching barrier) .................................... 25
八、系統品質(System Quality) ....................................... 26
參、研究模型與假說 ................................................. 27
一、研究模型 ....................................................... 27
二、研究假說 ....................................................... 29
肆、研究方法 ....................................................... 36
伍、 結論與建議 .................................................... 55
一、研究結果討論 ................................................... 55
(一)玩樂對信任與滿意度之影響 ....................................... 56
(二)品牌形象對滿意度之影響 ......................................... 56
(三)系統品質對滿意度之影響 ......................................... 57
(四)信任對顧客忠誠度之影響 ......................................... 57
(五)滿意度對顧客忠誠度之影響 ....................................... 57
(六)轉換障礙對顧客忠誠之影響 ....................................... 58
二、實務與學術意涵 ................................................. 59
(一)實務貢獻 ....................................................... 59
(二)學術貢獻 ....................................................... 60
三、研究限制與結論 ................................................. 60
陸、參考文獻 ....................................................... 61
附錄 ............................................................... 61
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