| dc.contributor.advisor | 周文賢 | zh_TW |
| dc.contributor.author (Authors) | 林偉盛 | zh_TW |
| dc.creator (作者) | 林偉盛 | zh_TW |
| dc.date (日期) | 2004 | en_US |
| dc.date.accessioned | 11-Sep-2009 16:58:55 (UTC+8) | - |
| dc.date.available | 11-Sep-2009 16:58:55 (UTC+8) | - |
| dc.date.issued (上傳時間) | 11-Sep-2009 16:58:55 (UTC+8) | - |
| dc.identifier (Other Identifiers) | G0923550491 | en_US |
| dc.identifier.uri (URI) | https://nccur.lib.nccu.edu.tw/handle/140.119/29977 | - |
| dc.description (描述) | 碩士 | zh_TW |
| dc.description (描述) | 國立政治大學 | zh_TW |
| dc.description (描述) | 企業管理研究所 | zh_TW |
| dc.description (描述) | 92355049 | zh_TW |
| dc.description (描述) | 93 | zh_TW |
| dc.description.abstract (摘要) | 在線上遊戲市場競爭如此激烈之下，擬定良好的行銷策略，將成為遊戲廠商決定勝負的關鍵。因此，本研究想要了解台灣線上遊戲產業的關鍵成功因素所在，以及如何提升遊戲玩家的滿意度與忠誠度。進一步探討各遊戲玩家對遊戲的滿意度與忠誠度，並分析個別遊戲的現況及其優劣勢，用以研擬具體的競爭策略方向。 本研究以MMORPG此遊戲類型為主，選取五個線上遊戲作為分析標的，進行實證研究，期望達到下列研究目的： (1) 探討線上遊戲各品質項目對顧客滿意之影響，萃取出線上遊戲的 關鍵成功因素； (2) 找出哪個遊戲之顧客滿意及顧客忠誠較低，有顧客流失的情況， 需要優先改善； (3) 探討各線上遊戲在顧客心目中的知覺定位，擬定未來策略方向。 依本研究之目的，擬定研究架構及確立抽樣設計，並發放問卷收集玩家資訊。之後以結構方程模式檢驗模式品質；再以多元尺度分析進行知覺定位分析；最後則進行滿意忠誠分析，經實證分析得到以下研究發現： (1) 知覺品質各構面對顧客滿意皆具有顯著且正向的影響力，依序排 列為有形性>遊戲內容>遊戲規則>價格合理>同理心>可靠性>反應 力>保證性。 (2) 經由滿意忠誠分析，發現天堂、金庸以及RO等三個遊戲屬於顧客 流失區；軒轅劍和希望兩個遊戲則屬於忠實顧客區。 (3) 各遊戲的改善重點，在顯現層部分，主要包括伺服連線優良、迅 速處理問題以及保存維護資料等三項；就潛伏層而言，則為有形 性構面。 根據實證分析之結果，衍生出許多的策略涵意，包括掌握關鍵因素、規劃競爭策略以及未來發展方向等，可以作為線上遊戲在改善知覺品質項目、提升顧客滿意活動以及規劃策略方向的參考依據。 | zh_TW |
| dc.description.tableofcontents | 目次 I 表次 III 圖次 V 第一章 緒論 1 1.1研究背景 1 1.2研究動機 2 1.3研究目的 3 1.4研究範圍 3 1.5章節結構 4 第二章 文獻回顧 6 2.1線上遊戲 6 2.2知覺品質 9 2.3服務品質 15 2.4顧客滿意 18 2.5顧客忠誠 22 2.6文獻彙整 24 第三章 研究方法 26 3.1研究架構 26 3.2研究假說 27 3.3變數定義 29 3.4問卷設計 31 3.5抽樣設計 34 3.6統計模式 36 第四章 實證分析 42 4.1樣本資料分析 42 4.2模式品質評估 48 4.3知覺定位分析 56 4.4滿意度與忠誠度分析 84 4.5行銷策略建議 87 第五章 結論與建議 99 5.1研究發現 99 5.2策略涵意 100 5.3研究貢獻 102 5.4研究限制 103 5.5後續研究建議 104 參考文獻 105 中文部份 105 英文部份 105 網站部份 110 附錄 111 問卷 111 | zh_TW |
| dc.language.iso | en_US | - |
| dc.source.uri (資料來源) | http://thesis.lib.nccu.edu.tw/record/#G0923550491 | en_US |
| dc.subject (關鍵詞) | 知覺品質 | zh_TW |
| dc.subject (關鍵詞) | 顧客滿意 | zh_TW |
| dc.subject (關鍵詞) | 線上遊戲 | zh_TW |
| dc.subject (關鍵詞) | 結構方程模式 | zh_TW |
| dc.subject (關鍵詞) | 多元尺度分析 | zh_TW |
| dc.title (題名) | 知覺品質對顧客滿意與顧客忠誠之影響－以線上遊戲為例 | zh_TW |
| dc.type (資料類型) | thesis | en |
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