虛擬經驗與消費價值對顧客忠誠度之影響：以大型多人線上角色扮演遊戲為例

Influence of Virtual Experiences and Consumption Values on Customer Loyalty: A Case Study of Massive Multiplayer Online Role-Playing Games

10.6144/JIC.2016.0701.01

谷炘慈(Hsintzu Gu)；張文山(Wen-Shan Chang)

消費價值 ； 虛擬經驗 ； 線上遊戲 ； 顧客忠誠度 ； Consumption value ； Virtual experience ； Online game ； Customer loyalty

資訊傳播研究

7卷1期（2016 / 10 / 01）

1 - 20

繁體中文

本研究以大型線上角色扮演遊戲玩家作為母體群，探討其虛擬經驗、消費價值與顧客忠誠度之間的預測關係。本研究進行網路問卷調查，研究結果顯示，玩家虛擬經驗包含：遊戲娛樂、遊戲沉浸、虛擬社群、產品特色，和虛擬商城；其消費價值分為：外在價值、內在價值，以及社會價值；顧客忠誠度則包括：遊戲產品和遊戲場商。本研究發現，虛擬經驗透過消費價值為中介對顧客忠誠度有正向的預測力；其中透過外在價值之中介效果時，產品特色經驗具有顯著的影響力；而透過內在價值之中介效果時，遊戲娛樂和產品特色經驗皆有顯著的影響力。本研究結果亦顯示，以消費價值為中介的效果中，產品特色經驗對遊戲產品之忠誠度最有影響，虛擬商城經驗則對遊戲廠商之忠誠度最有影響。

This study recruited a sample of players of multiplayer online role-playing games (MMORPGs) and explored their virtual experience, consumption values, and customer loyalty toward MMORPGs. Finally, how their virtual experiences can predict customer loyalty through a mediator of consumption values was analyzed. The online survey results indicated that player’s virtual experiences consisted of five factors, namely entertainment, immersion, virtual community, product attributes, and virtual store. Consumption values comprised extrinsic values, intrinsic values, and social values. Customer loyalty was classified into game products and game providers. The study noted that, through the mediator of consumption value, virtual experience can positively predict customer loyalty. This study also determined that product attributes affected player loyalty through extrinsic value. Entertainment and product attributes affected player loyalty through intrinsic value. Furthermore, this study also indicated that, through the mediator of consumption values, product attributes was identified to be the most influential virtual experience affecting player’s loyalty, whereas both product attributes and virtual store were identified to be the most influential virtual experiences on the game providers affecting player’s loyalty.

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