網路遊戲消費態度及意向的影響因素分析 : 基於大陸網路遊戲消費者的實證研究

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網路遊戲消費態度及意向的影響因素分析 : 基於大陸網路遊戲消費者的實證研究

 

Author: 楊可可
Yang, Keke
Title: 網路遊戲消費態度及意向的影響因素分析 : 基於大陸網路遊戲消費者的實證研究
Wang luo you xi xiao fei tai du ji ying xiang de ying xiang yin en fen xi : ji yu da lu wang luo you xi xiao fei zhe de shi zhang yan jiu
An analysis of factors affecting attitude and intention of online-game-players : an empirical study based on online game service of China
Degree: D.Mgt.
Year: 2007
Subject: Hong Kong Polytechnic University -- Dissertations.
Internet games -- China.
Department: Graduate School of Business
Pages: ix, 153 leaves : charts (some col.) ; 30 cm.
Language: Chinese
InnoPac Record: http://library.polyu.edu.hk/record=b2257266
URI: http://theses.lib.polyu.edu.hk/handle/200/4055
Abstract: Online games have become a major portion of the global entertainment sector. In China, the size of the online game industry has an extremely high rate of growth. The increasing maturity of the broadband technology and infrastructure development has facilitated this growth. It is a profitable area for both the online game vendors and the Internet providers. In an attempt to gain new insights into the determinants of behavioral intention to play online games, the current research propose a theoretical model that augments the Technology Acceptance Model (TAM) with two new constructs, product attributes and consumer experience. The proposed model is tested by using questionnaire responses of 1130 online game players in Beijing, Shanghai and Guangzhou. Game content is found to be the most important aspect of product attributes and illusion is the most important aspect of consumer experience. The results reveal several unexpected relationships which are different from previous technology acceptance studies. Firstly, attitude and behavior intention are negatively correlated which implies that people who use online games do not think that this is a good thing. Secondly, perceived ease of use and attitude are also negatively correlated which implies that the more challenging/difficult the game, the more people like it. Thirdly, consumer experience and perceived usefulness are negatively correlated which implies that the more people know about online games the more they think that this kind of product is not useful in terms of a healthy life. This study contributes by providing both academic and managerial implications in this area.

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