| dc.contributor.advisor | 周文賢 | zh_TW |
| dc.contributor.author (作者) | 林偉盛 | zh_TW |
| dc.creator (作者) | 林偉盛 | zh_TW |
| dc.date (日期) | 2004 | en_US |
| dc.date.accessioned | 11-九月-2009 16:58:55 (UTC+8) | - |
| dc.date.available | 11-九月-2009 16:58:55 (UTC+8) | - |
| dc.date.issued (上傳時間) | 11-九月-2009 16:58:55 (UTC+8) | - |
| dc.identifier (其他 識別碼) | 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 |
| dc.relation.reference (參考文獻) | 中文部份 | zh_TW |
| dc.relation.reference (參考文獻) | (1) 力世投顧(2001)，「一同打造你我的虛擬世界-線上遊戲」，力世管顧網站。 | zh_TW |
| dc.relation.reference (參考文獻) | (2) 林于勝、許瓊予(2003)，「2003年我國線上遊戲發展現況分析」，產業透析：電子商務透析，pp. 7-16。 | zh_TW |
| dc.relation.reference (參考文獻) | (3) 林于勝(2004)，「我國PC遊戲市場發展分析」，經濟部ITIS產業資訊服務網。 | zh_TW |
| dc.relation.reference (參考文獻) | (4) 邱皓政(2003)，結構方程模式：LISREL的理論、技術與應用，台北：雙葉書廊。 | zh_TW |
| dc.relation.reference (參考文獻) | (5) 周文賢(2002)，多變量統計分析：SAS/STATISTICS使用方法，台北：智勝文化。 | zh_TW |
| dc.relation.reference (參考文獻) | (6) 陳佳評、林克峰(1995)，PC 多媒體遊戲展示製作剖析與實務，初版，旗標出版社，pp. 28-42。 | zh_TW |
| dc.relation.reference (參考文獻) | (7) 傅鏡暉(2003)，線上遊戲產業H@ppy書，遠流出版。 | zh_TW |
| dc.relation.reference (參考文獻) | (8) 劉芳梅(2004)，「2004年11項網際網路重要議題」，資策會FIND網站。 | zh_TW |
| dc.relation.reference (參考文獻) | (9) 潘明君(2004)，「2009年全球線上遊戲產值將達98億美元」，資策會FIND網站。 | zh_TW |
| dc.relation.reference (參考文獻) | 英文部份 | zh_TW |
| dc.relation.reference (參考文獻) | (1) Aaker, D. A.(1991), Managing Brand Equity: Capitalizing on the Value of a Brand Name, New York: The Free Press. | zh_TW |
| dc.relation.reference (參考文獻) | (2) Aaker, D. A.(1996), Building Strong Brand, New York: The Free Press. | zh_TW |
| dc.relation.reference (參考文獻) | (3) Anderson, E. W. and M. W. Sullivan(1990), “Customer Satisfaction and Retention Across Firms”, presentation at the TIMS College of Marketing Special Interest Conference on Services Marketing, Nashville. TN., September. | zh_TW |
| dc.relation.reference (參考文獻) | (4) Assael, H.(1992), “Consumer Behavior and Marketing Action”, 4th ed., Boston: PWSKENT. | zh_TW |
| dc.relation.reference (參考文獻) | (5) Bagozzi, R. P. and Y. Yi(1988), “On the Evaluation of Structural Equation Models”, Journal of the Academy of Marketing Science, Spring, Vol.16, No.1, pp. 74-94. | zh_TW |
| dc.relation.reference (參考文獻) | (6) Bhuian, S. N.(1997), “Marketing Cues and Perceived Quality: Perceptions of Saudi Consumers Toward Products of The U.S., Japan, Germany, Italy, U. K. and France”, Journal of Quality Management, Vol.2, No.2, pp. 217-235. | zh_TW |
| dc.relation.reference (參考文獻) | (7) Blodgett, J. G., D. H. Granbois, and R. G. Walers(1993), “The Effects of Perceived Justice on Complainants Negative Word of Mouth Behavior and Repatronage Intentions”, Journal of Retailing, Vol.69, pp. 399-428. | zh_TW |
| dc.relation.reference (參考文獻) | (8) Blodgett, J. G., K. L. Wakefield, and J. H. Barnes(1995), “The Effects of Customer Service on Consumer Complaint Behavior”, Journal of Service Marketing, Vol.9, No.4, pp. 31-42. | zh_TW |
| dc.relation.reference (參考文獻) | (9) Blumberg, D. F.(1991), “Improving Productivity in Service Operations on an International Basis”, National Productivity Review, Vol.11, Spring, pp. 167-179. | zh_TW |
| dc.relation.reference (參考文獻) | (10)Boomsma, A.(1982), “Systems under Indirect Observation: PartⅠ”, Amsterdam: North-Holland, pp. 149-173. | zh_TW |
| dc.relation.reference (參考文獻) | (11)Crawford, C.(1997), “The Art of Computer Game Design”, Washington State University Vancouver. | zh_TW |
| dc.relation.reference (參考文獻) | (12)Czepiel, J. A.(1974), “Persprctive on Customer Satisfaction”, American Management Association, New York. | zh_TW |
| dc.relation.reference (參考文獻) | (13)Dabholkar, P. A., D. I. Thorpe, and J. O. Rentz(1996), “A Measure of Service Quality for Retail Stores: Scale Development and Validation”, Journal of the Academy of Marketing Science, Vol. 24, No.1, Winter, pp. 3-16. | zh_TW |
| dc.relation.reference (參考文獻) | (14)Day, R. L.(1977), “Extending the Concept of Consumer Satisfaction”, Association for Consumer Research, Vol.4, pp. 149-154. | zh_TW |
| dc.relation.reference (參考文獻) | (15)Dick, A. S. and K. Basu(1994), “Customer Loyalty: Toward An Integrated Conceptual Framework”, Journal of the Academy of Marketing Science, Vol.22, No. 2, pp. 99-113. | zh_TW |
| dc.relation.reference (參考文獻) | (16)Elaine, M. R.(1997), “Computer Game Design: New Directions for Intercultural Simulation Game Designers”, Developments in Business Simulation and Experiential Exercises, Vol.24. | zh_TW |
| dc.relation.reference (參考文獻) | (17)Forker, L. B.(1991), “Quality: American, Japanese, and Soviet perspectives”, Academy of Management Executive, Vol.5, No.4, pp. 63-74. | zh_TW |
| dc.relation.reference (參考文獻) | (18)Fornell, C.(1992), “A National Customer Satisfaction Barometer: The Swedish Experience”, Journal of Marketing, Vol.56, No.1, January, pp. 6-21. | zh_TW |
| dc.relation.reference (參考文獻) | (19)Fornell, C., M. D. Johnson, E. W. Anderson, J. Cha, and B. E. Bryant, (1996), “The American Customer Satisfaction Index: Nature, Purpose, and Findings”, Journal of Marketing, Vol.60, No.4, pp. 7-18. | zh_TW |
| dc.relation.reference (參考文獻) | (20)Fay, C. J.(1994), “Royalties from Loyalties”, Journal of Business Strategy, Vol.15, pp. 47-51. | zh_TW |
| dc.relation.reference (參考文獻) | (21)Garvin, D. A.(1983), “Quality on the Line”, Harvard Business Review, Vol.61, September-October, pp. 65-75. | zh_TW |
| dc.relation.reference (參考文獻) | (22)Garvin, D. A.(1984), “What Does Product Quality Really Mean”, Sloan Management Review, Fall, pp. 25-43. | zh_TW |
| dc.relation.reference (參考文獻) | (23)Grandzol, J. R. and M. Gershon(1998), “A Survey Instrument for Standardizing TQM Modeling Research”, The International Journal of Quality Science, Vol.3, No.1, pp. 80-105. | zh_TW |
| dc.relation.reference (參考文獻) | (24)Griffin, J.(1997), Customer Loyalty: How to Earn It, How to Keep It, N.Y.: Lexington. | zh_TW |
| dc.relation.reference (參考文獻) | (25)Gronroos, C.(1984), “A Service Quality Model and its Marketing Implications”, European Journal of Marketing, Vol.18, No.4, pp. 37-45. | zh_TW |
| dc.relation.reference (參考文獻) | (26)Gronholdt, L., A. Martensen, and K. Kristensen(2000), ”The Relationship between Customer Satisfaction and Loyalty: Cross-Industry Differences”, Total Quality Management, Vol.11, July, pp. 509-516. | zh_TW |
| dc.relation.reference (參考文獻) | (27)Harvey, J.(1998), “Service Quality: A Tutorial”, Journal of Operations Management, Vol.16, pp. 583-597. | zh_TW |
| dc.relation.reference (參考文獻) | (28)Heskett, J. L., T. O. Jones, G. W. Loveman, W. E. Sasser and L. A. Schlesinger(1994), “Putting The Service-Profit Chain To Work”, Harvard Business Review, Vol.72, No.2, March-April, pp. 164-172. | zh_TW |
| dc.relation.reference (參考文獻) | (29)Holbrook, M. B. and K. P. Corfman(1983), “Quality and Other Types of Value in the Consumption Experience: Paedrus Rides Again, Working Paper”, New York: Columbia University. | zh_TW |
| dc.relation.reference (參考文獻) | (30)Hu, L. T., P. M. Bentler, and Y. Kano(1992), “Can Test Statistics in Covariance Structure Analysis be Trusted?”, Psychological Bulletin, p. 112 and pp. 351-362. | zh_TW |
| dc.relation.reference (參考文獻) | (31)Hu, L. T., and P. M. Bentler(1995), “Structural Equation Modeling: Concepts, Issues, and Applications Evaluating Model Fit”, In R. H. Hoyle, Thousand Oaks, Sage, CA. | zh_TW |
| dc.relation.reference (參考文獻) | (32)Jones, T. O. and W. E. Sasser,(1995), “Why Satisfied Customer Defect”, Harvard Business Review, Nov.-Dec., pp. 88-99. | zh_TW |
| dc.relation.reference (參考文獻) | (33)Kotler, P.(1996), Marketing Management: Analysis, Planning, Implementation, and Control, 9th ed., Prentice-Hall. | zh_TW |
| dc.relation.reference (參考文獻) | (34)Lehtinen, U. and J. R. Lehtinen(1991), “Two Approachs to Service Quality Diminions”, Service Industries Journal, Vol.11, No.3, July, pp. 287-303. | zh_TW |
| dc.relation.reference (參考文獻) | (35)Lewis, R. C. and B. H. Booms(1983), “The Marketing Aspects of Service Quality”, Quoted in: L. Berry et al., Emerging Perspectives on Service Marketing, New York: American Marketing Association. | zh_TW |
| dc.relation.reference (參考文獻) | (36)McDonald, R. P., M. R. Ho(2002), Principles and Practice in Reporting Structural Equation Analysis, Psychological Methods, 7th ed., pp. 64-82. | zh_TW |
| dc.relation.reference (參考文獻) | (37)Mueller, R. O.(1996), Basic Principles of Structural Equation Modeling: An introduction to Lisrel and EQS, N. Y., Springer-Verlag. | zh_TW |
| dc.relation.reference (參考文獻) | (38)Neal, W. D.(1999), “Satisfaction is Nice, but Value Drives Loyalty”, Marketing Reasearch, Vol.11, pp. 20-23. | zh_TW |
| dc.relation.reference (參考文獻) | (39)Oliver, R. L.(1980), “A Cognitive Model of the Antecedents and ConSquare of Satisfaction Decisions”, Journal of Marketing Research, Vol.17, November, pp. 460-469. | zh_TW |
| dc.relation.reference (參考文獻) | (40)Oliver, R. L. and W. S. Desarbo(1988), “Respones Determinants in Satisfaction Judgment”, Journal of Consumer Research, Vol.14, pp. 495-507. | zh_TW |
| dc.relation.reference (參考文獻) | (41)Oliver, R. L., R. T. Rust, and S. Varki(1997), “Customer Delight: Foundations, Findings, and Managerial Insight”, Journal of Retailing, pp. 311-336. | zh_TW |
| dc.relation.reference (參考文獻) | (42)Parasuraman, A., V. A. Zeithaml, and L. L. Berry (1985), “A Conceptual Model of Service Quality and Its implications for Future Research”, Journal of Marketing, Vol.49, Fall, pp. 41-50. | zh_TW |
| dc.relation.reference (參考文獻) | (43)Parasuraman, A., V. A. Zeithaml, and L. L. Berry(1988), “SERVQUAL:A Multiple-Item Scale for Measuring Consumer Perceptions of Service Quality”, Journal of Retailing, Vol.64, No.1, Spring, pp. 12-40. | zh_TW |
| dc.relation.reference (參考文獻) | (44)Parasuraman, A., V. A. Zeithaml, and L. L. Berry(1988), “Comminucation and Control Processes in the Delivery of Service Quality”, Journal of Marketing, Vol.52, April, pp. 35-48. | zh_TW |
| dc.relation.reference (參考文獻) | (45)Parasuraman, A., V. A. Zeithaml, and L. L. Berry(1991), “Refinement and Reassessment of the SERVQUAL Scale”, Journal of Retailing, Vol.67, Winter, pp. 420-450. | zh_TW |
| dc.relation.reference (參考文獻) | (46)Rust, R. T. and Oliver, R. L.(1994), “Service Quality: Insights and Managerial Implications from the Frontier”, Services Quality: New Directions in Theory and Practice, C.A.: Sage, pp. 1-19. | zh_TW |
| dc.relation.reference (參考文獻) | (47)Sasser, W. E., R. P. Olsen, and D. D. Wyckoff.(1978), ”Text and Cases, Boston: Allyn and Bacon”, Management of Service Operations, pp. 33-54. | zh_TW |
| dc.relation.reference (參考文獻) | (48)Sharma, S.(1996), Applied Multivariate Techniques, John Wiley and Sons, p. 159. | zh_TW |
| dc.relation.reference (參考文獻) | (49)Steenkamp, J. B.(1990), “Conceptual Model of the Quality Perception Process”, Journal of Business Research, Vol.21, pp. 309-333. | zh_TW |
| dc.relation.reference (參考文獻) | (50)Stum, D. L. and A. Thiry(1991), “Building Customer Loyalty”, Training and Development Journal, Vol.45, pp. 34-36. | zh_TW |
| dc.relation.reference (參考文獻) | (51)Tamimi, N.(1998), “A Second-Order Factor Analysis of Critical TQM Factors”, The International Journal of Quality Science, Vol.3, No.1, pp. 71-79. | zh_TW |
| dc.relation.reference (參考文獻) | (52)Wakefield, R. L.(2001), “Measuring Service Quality: A Reexamination and Extension”, The CPA Journal, August, pp. 55-68. | zh_TW |
| dc.relation.reference (參考文獻) | (53)Zeithaml, V. A.(1988), “Consumer Perceptions of Price, Quality and Value: A Means-End Model and Synthesis of Evidence”, Journal of Marketing, Vol.52, July, pp. 2-22. | zh_TW |
| dc.relation.reference (參考文獻) | (54)Zeithaml, V. A. and A. Kirmani(1993), “Advertising, Perceived Quality, and Brand Image”, in Aaker, David A. and Alexander L. Biel , eds., Brand Equity and Advertising: Advertising’s Role in Building Strong Brand, Iowa City: Lawrence Erlbaum Associates, pp. 143-161. | zh_TW |
| dc.relation.reference (參考文獻) | (55)Zeithaml, V. A. and M. J. Bitner(1996), Service Marketing, McGraw-Hill, p. 123. | zh_TW |
| dc.relation.reference (參考文獻) | 網站部份 | zh_TW |
| dc.relation.reference (參考文獻) | (1) 力世管顧網站，http://tw.pwcm.com.tw/ | zh_TW |
| dc.relation.reference (參考文獻) | (2) 巴哈姆特電玩資訊站，http://www.gamer.com.tw/ | zh_TW |
| dc.relation.reference (參考文獻) | (3) 宏□戲谷，http://www.acergame.com.tw/ | zh_TW |
| dc.relation.reference (參考文獻) | (4) 遊戲基地網站，http://gamebase.com.tw/ | zh_TW |
| dc.relation.reference (參考文獻) | (5) 資策會FIND網站，http://www.find.org.tw/ | zh_TW |
| dc.relation.reference (參考文獻) | (6) 經濟部ITIS產業資訊服務網，http://www.itis.org.tw/ | zh_TW |
