以消費者觀點探討網路遊戲廠商之經營策略

An Analysis of Online Game Firm's Business Strategy Based on the Consumer Viewpoint

10.29948/JAE.201010.0011

李正文(Cheng-Wen Lee)；李元傑(Yuan-Chieh Lee)；董丞家(Zheng-Jia Dong)

網路遊戲 ； 沉浸理論 ； 玩家忠誠度 ； online game ； flow theory ； player loyalty

先進工程學刊

5卷4期（2010 / 10 / 01）

367 - 376

繁體中文

由於網路遊戲的排他性，網路遊戲廠商面臨眾多競爭者的激烈排擠，如何能脫穎而出且長久經營，探討其成功的經營策略是迫切的。本研究採取問卷調查方式，藉由瞭解消費者觀點，來探討網路遊戲廠商之經營因應策略。研究方法採用信度分析、因素分析及結構方程式模型來驗證玩家參與動機、經營模式、遊戲設計與玩家忠誠度四大構面間的因果關係。最後，透過實證結果提供網路遊戲廠商管理上的建議，如加強與消費者的溝通、持續遊戲品質的改善及明確定位遊戲設計的方向等。

In recent years, the Internet becomes more popular and evolves as a vital resource with online game industry to create an amazing performance. As for the characteristic of online game-exclusiveness, consumers always choose one specific game. This study uses questionnaire to collect the data of evaluating the key factors and their impact on the online game industry in Taiwan. Accordingly, this study conducts an empirical research to examine the relationships of player's participation motivation, business patterns, game design, and player loyalty through Structural Equation Model. Consequently, this study suggests that the producing game software companies should enforce the communication channel with consumers and continueously improve game quality in order to maintain higher player loyalty.