隨著網路時代的來臨，線上遊戲的市場也因而蓬勃發展。在近幾年中，隨著網頁遊戲的興起，將線上遊戲的市場又推到另一波高峰，也帶動遊戲廠商紛紛開發新的網頁遊戲。因此本研究之研究目的為瞭解網頁遊戲玩家之使用行為，及探討有那些因素影響對網頁遊戲的信任，並進而探討網頁遊戲的信任對顧客忠誠度之影響。本研究方法是採用網路問卷的調查，主要發放於台灣兩大知名的遊戲網站：巴哈姆特電玩資訊站及遊戲基地。之後回收了300份有效問卷，並利用SPSS統計軟體進行資料分析，採用了敘述性統計、因素分析、信度分析、迴歸分析與單因子變異數分析。
本研究結果發現：
1.在線上遊戲市場中，網頁遊戲已經廣泛受到玩家歡迎，玩家性別以男性居多，遊戲族群以學生為主。
2.玩家在網頁遊戲上所花費的時間和金錢，與遊戲品質、虛擬社群和顧客忠誠度之間具有正向關係。
3.網頁遊戲的遊戲品質與對網頁遊戲的信任具有顯著影響。
4.網路安全性與對網頁遊戲的信任具有顯著影響。
5.網頁遊戲特色與對網頁遊戲的信任具有顯著影響。
6.參與虛擬社群與對網頁遊戲的信任具有顯著影響。
7.對網頁遊戲的信任與顧客忠誠度具有顯著影響。

With the advent of the Internet era, the online game market and thus flourish. In recent years, with the rise of web games, pushed online games market to the peak of another wave, game manufacturers have also led to the development of new web game. Therefore the purpose of this study is to understand the behavior of the web gamers, and to explore those factors that affect the trust of the web games, and the trust of the web games impact on customer loyalty.
The method of this study is the network questionnaire survey, issued in two well-known gaming websites in Taiwan: Bahamut and Game-Based. After recovery of 300 valid questionnaires, we use SPSS statistical software for data analysis, and include descriptive statistics, factor analysis, reliability analysis, regression analysis and ANOVA analysis.
The results of this study found that:
1.In the online game market, web games has been widely welcomed by the players, the majority of players were male, game populations were students.
2.Players spent time and money on the web games, that has a positive effect on the quality of the game, virtual community and customer loyalty.
3.Web game’s game quality have significant impact on the trust of the web games. 
4.Network security have significant impact on the trust on the web games.
5.Features of web games have significant impact on the trust of the web games.
6.Participate in the virtual community have significant impact on the trust of the web games.
7.The trust of the web games have significant impact on customer loyalty.

目錄iv
表目錄vi
圖目錄vi
第一章 緒論1
第一節 研究動機1
第二節 研究目的3
第三節 研究流程4
第二章 文獻探討5
第一節 網頁遊戲5
第二節 產品品質9
第三節 服務品質11
第四節 網路安全性13
第五節 網頁遊戲特色14
第六節 虛擬社群15
第七節 對網頁遊戲的信任17
第八節 顧客忠誠度19
第三章 研究方法21
第一節 研究架構21
第二節 研究假說22
第三節 研究設計26
第四節 資料抽樣方法30
第五節 資料分析方法32
第四章 研究分析結果34
第一節 敘述性統計分析34
第二節 信度分析38
第三節 因素分析39
第四節 研究假說修改41
第五節 迴歸分析42
第六節 單因子變異數分析44
第五章 結論與建議46
第一節 研究結論46
第二節 研究貢獻與後續研究建議48
第三節 研究限制50
參考文獻51
附錄60
表目錄
表2-1 網頁遊戲之遊戲資料8
表3-1 變數之概念性定義表26
表3-2 變數衡量之操作性定義表27
表3-3 KMO之判斷標準表33
表4-1 個人資料之次數分配表34
表4-2 網頁遊戲使用行為次數分配表36
表4-3 問卷信度分析表38
表4-4 因素分析之KMO與Bartlett檢定表39
表4-5 因素分析之轉軸後因素矩陣表40
表4-6 迴歸分析表42
表4-7 假說分析結果彙整表43
表4-8 每日遊玩時間與研究因素之單因子分析44
表4-9 每月花費金額與研究因素之單因子分析45
圖目錄
圖1-1 研究流程4
圖 3-1 研究架構圖21

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網路資料
巴哈姆特電玩資訊站，http://www.gamer.com.tw
遊戲基地，http://www.gamebase.com.tw
Mysurvey，http://www.mysurvey.tw
維基百科，http://zh.wikipedia.org
資策會 MIC 發表台灣網友娛樂分析 線上遊戲穩定發展 網頁、區網遊戲看漲
巴哈姆特GNN新聞(2012-03-06)，http://gnn.gamer.com.tw/4/63104.html
網頁遊戲市場進入高度競爭 尊重玩家、打造創意豐富遊戲內容以尋找出路
巴哈姆特GNN新聞(2012-07-18)，http://gnn.gamer.com.tw/7/68407.html