臺灣博碩士論文加值系統

談到台灣的遊戲產業，手機遊戲具有最高的玩家比例。然而，許多手機遊戲
往往只能紅極一時，卻也很容易在短時間內流失大量玩家，大多數手機遊戲的問題在於難以維持玩家的忠誠度。玩家或許會因為周遭的親朋好友與新聞影響而玩一款遊戲，但卻難以長久的遊玩一款手機遊戲。因此，影響玩家忠誠度的因素將是十分重要的議題。本研究期望以飢餓行銷與知覺不公平的角度來探討其對於消費者忠程度的影響，當遊戲廠商推出飢餓行銷的方案時，若身為未獲得限量遊戲商品的玩家，是否會知覺不公平。並且，知覺不公平是否會影響玩家的顧客滿意度與產生負面情緒，更進一步，探討知覺不公平是否會透過顧客滿意度、負面情緒來影響消費者忠誠度。
本研究透過網路上發放問卷蒐集手機遊戲玩家資料，再進行資料分析與驗證研究假設。本研究結果發現:(一)當飢餓行銷方案推出時，若身為未獲得該限量商品的玩家，確實會知覺不公平。(二)知覺不公平會顯著影響玩家的顧客滿意度。(三)知覺不公平會顯著影響玩家的負面情緒。(四)知覺不公平會顯著影響玩家的消費者忠誠度。(五)知覺不公平會透過顧客滿意度來影響玩家的消費者忠誠度。(六) 知覺不公平會透過負面情緒來影響玩家的消費者忠誠度。本研究也根據研究結論，對於手機遊戲廠商提出相關管理意涵與行銷建議，並同時對後續研究者提出未來研究方向。

In Taiwan, mobile games have the highest percentage of customers in the gaming industry. However, most of the mobile games are a fad for just a period of time. The purpose of my research is to find out factors that have been influencing the loyalty of consumers. The research is done from hungry marketing and perceived unfairness perspective. If consumers can not acquire the limited edition when the mobile games company launch a hunger marketing program ,will they perceive unfairness or not? Moreover, I want to find out if the consumers’ perceived unfairness will have a negative impact on their satisfaction and emotions or not. Furthermore, I want to find out whether consumers’ perceived unfairness will have a negative impact on loyalty of the consumers through customer satisfaction and negative emotion or not.
I collect data of mobile games players by doing the research on the internet. I have sorted out the following points: (1) When the mobile games company launch a hunger marketing programs, if consumers can not acquire the limited edition will perceive unfairness. (2) Perceived unfairness have a significant impact on the loyalty of consumers. (3) Perceived unfairness have a significant impact on the negative emotion of consumers. (4) Perceived unfairness have a significant impact on the customer satisfaction of consumers. (5) Perceived unfairness have a significant impact on the loyalty of consumers through customer satisfaction and negative emotion.
Finally, I will make some marketing suggestions to the mobile game company according to my research conclusion.

摘要 i
英文摘要 ii
致謝 iii
圖目錄 v
表目錄 vi
第一章 緒論 1
1-1研究背景與動機: 1
1-2 研究目的: 2
1-3 研究對象與範圍: 2
1-4 研究流程: 3
第二章 文獻探討 3
第一節 手機遊戲 4
2-1手機遊戲介紹與類型 4
2-1-2 手機遊戲獲利模式 6
第二節 飢餓行銷 7
2-2-1飢餓行銷 7
2-2-2 飢餓行銷之類型 8
第三節 知覺公平 8
2-3-1 知覺公平 8
2-3-2 知覺公平面向 9
第四節 負面情緒 10
第五節 顧客滿意度 10
第六節 消費者忠誠度 11
第三章 研究方法 12
3-1 研究架構與假說 12
3-1-2 研究假說 13
第二節研究變數與衡量 13
第三節 資料分析 17
3-3-1 敘述式統計分析 17
3-3-2 驗證式因素分析 17
3-3-3迴歸分析 18
3-3-4 中介效果 18
3-3-5 問卷前測 19
第四章 資料分析結果 20
第一節 手機遊戲玩家資料分佈 20
第二節 信度與效度分析 21
4-2-1 信度分析 21
4-2-2效度分析 22
第三節 相關分析 23
第四節 迴歸分析與中介效果分析 24
4-4-1 共線性診斷 24
4-4-2 迴歸分析 25
第五章 結論與建議 30
第一節 研究結論 30
第二節 管理意涵與建議 31
第三節 後續研究建議 32
附錄一_問卷(1) 37
附錄一_問卷(1) 38
附錄一_問卷(1) 39
附錄一_問卷(1) 40
附錄一_問卷(1) 41
附錄一_問卷(1) 42
附錄一_問卷(1) 43

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