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    政大機構典藏 > 商學院 > 企業管理學系 > 學位論文 >  Item 140.119/29977


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    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
    作者: 林偉盛
    貢獻者: 周文賢
    林偉盛
    關鍵詞: 知覺品質
    顧客滿意
    線上遊戲
    結構方程模式
    多元尺度分析
    日期: 2004
    上傳時間: 2009-09-11 16:58:55 (UTC+8)
    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。
    參考文獻: 中文部份
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    網站部份
    (1) 力世管顧網站，http://tw.pwcm.com.tw/
    (2) 巴哈姆特電玩資訊站，http://www.gamer.com.tw/
    (3) 宏□戲谷，http://www.acergame.com.tw/
    (4) 遊戲基地網站，http://gamebase.com.tw/
    (5) 資策會FIND網站，http://www.find.org.tw/
    (6) 經濟部ITIS產業資訊服務網，http://www.itis.org.tw/
    描述: 碩士
    國立政治大學
    企業管理研究所
    92355049
    93
    資料來源: http://thesis.lib.nccu.edu.tw/record/#G0923550491
    資料類型: thesis
    顯示於類別:[企業管理學系] 學位論文

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