自從1983年Nintendo公司推出俗稱任天堂紅白機的家用電視遊樂器以來，這個產業便蓬勃發展，而國內有關電視遊樂器的相關研究並不多，多偏重於消費者採購行為，探討吸引如何消費者，而如何留住舊顧客則較缺乏；另電視遊樂器屬於高專屬性產品，因此本研究從專屬陷入之觀點，試圖找出可建立與提升遊樂器消費者與遊樂器之專屬陷入關係的因素。藉由文獻的整理，本研究以「知覺品質」、「人格特質」、「新產品屬性」、「促銷方案」等4個變數代表建立專屬陷入之內涵，本研究推論消費者將透過這4個變數去建立或提升與遊樂器之專屬陷入關係。在實證方面，本研究選擇以家用電視遊樂器為研究產業，並且以市場上3大品牌Nintendo、Sony與Microsoft的購買者為研究對象，再藉由因素分析、相關分析與迴歸分析來驗證本研究所推論的專屬陷入關係形成之模型。本研究發現電視遊樂器消費者對於電視遊樂器之知覺品質、產品硬體效能、摸彩促銷等，與專屬陷入之間有明顯的正向關係存在；消費者人格特質則不論保守與積極型，均與專屬陷入不存在明顯關係；專屬陷入與購買意圖則有明顯的正向關係；另電視遊樂器消費者對於加值包與降價促銷、新產品屬性偏向操作便利等項目，與購買意圖具有正向關係。藉由研究的結果，若是電視遊樂器品牌廠商希望讓舊消費者再次上門，可以採取包括提高產品硬體效能、推出具競爭優勢或外型品質佳的新產品、提升售後服務、舉辦舊機換新機促銷、擁有舊機者可額外摸彩、持續推出知名遊戲系列續作、提供VIP會員新遊戲網路優先下載試玩等策略，以留住舊消費者；而對於開發首次購買者，則可朝加值包與降價促銷、推出操作便利之新產品，以吸引他們購買。

TV game business of the world has been dynamically flourished ever since Nintendo marketed FC (Family Computer) in 1983. In Taiwan, few theses focused on related topics, and those published ones laid particular stress on purchasing behavior so as to attract more consumers instead of grasping returning customers’ state of mind. In addition, due to TV game was a high proprietary product, from exclusive holding viewpoint, this research tried to find out factors which built up and promoted exclusive holding relations between consumers and TV game players.   In this paper, four variables which were perceived quality, personality characteristics, product attributes, and promotions represented intension of building up exclusive holding. The research inferred that consumers would build up and promote exclusive holding relations with TV game players through these variables. In practical studies, the author employed TV game players as research industries, and chose products from Nintendo, Sony and Microsoft as research objects. Further, the author attempted to test and verify exclusive holding relation models through factor analysis, correlation analysis and regression analysis.   After research, it was found that there existed obvious positive exclusive holding relation between consumers and TV game players in aspects such as perceived quality, hardware effect of products and raffles or promotions. Consumers’ personality characteristics, conservative or progressive, had no clear relation instead. Exclusive holding behavior had close connection with consumers’ purchase intention while they were also deeply concerned about bonus packs, sales and operational convenience.Therefore, with this research, manufacturers of TV game players could employ improvement policies to keep returning customers, such as promotion of hardware efficiency and after-sale service, marketing new products with competitiveness and good quality, VIP access and so forth. For new buyers, manufacturers could attract them by designing new strategies of bonus packs or sales and marketing more operation-friendly apparatuses.

目錄_____________________________________________________Ⅰ
圖目錄___________________________________________________Ⅱ
表目錄___________________________________________________Ⅲ
第一章 緒論_______________________________________________1
第一節 研究背景___________________________________________1
第二節 研究動機___________________________________________6
第三節 研究目的__________________________________________11
第四節 研究流程__________________________________________12
第二章 文獻探討__________________________________________14
第一節 專屬陷入__________________________________________14
第二節 專屬陷入與知覺品質的關係__________________________17
第三節 專屬陷入與人格特質的關係__________________________19
第四節 專屬陷入與新產品屬性的關係________________________21
第五節 專屬陷入與促銷方案的關係__________________________23
第六節 專屬陷入與購買意圖的關係__________________________26
第三章 研究方法__________________________________________27
第一節 研究架構__________________________________________27
第二節 研究假說__________________________________________28
第三節 研究變數定義與衡量題項____________________________29
第四節 資料蒐集方法______________________________________40
第五節 前測______________________________________________41
第四章 統計結果與分析____________________________________45
第一節 樣本結構分析______________________________________45
第二節 信度與效度檢定____________________________________48
第三節 相關分析__________________________________________56
第四節 研究假設驗證______________________________________59
第五章 結論與建議________________________________________62
第一節 結論______________________________________________62
第二節 管理意涵__________________________________________64
第三節 研究限制與建議____________________________________66
參考文獻_________________________________________________67
附錄：問卷

圖目錄
圖1-1 全球電視遊樂器累積安裝數預估_______________________2
圖1-2 研究流程__________________________________________13
圖3-1 本研究架構________________________________________27

表目錄
表1-1 電視遊樂器規格與機型演進___________________________3
表1-2 三大主機特點與功能比較表___________________________3
表3-1 本研究前測信度檢定表______________________________42
表4-1 有效樣本結構分布狀況表____________________________45
表4-2 本研究信度檢定表__________________________________48
表4-3 球體檢定與KMO檢定值______________________________51
表4-4 各變項因素分析表__________________________________52
表4-5 各變項因素與解說總變異量__________________________55
表4-6 相關分析表________________________________________57
表4-7 迴歸分析結果______________________________________61

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三、網路資料
1.台灣區電機電子同業公會全球資訊網，「次世代遊戲機產業再起」，焦點報導，2008年1月。
http://www.teema.org.tw/publish/moreinfo.asp?autono=3200
2.財團法人國家實驗研究院科技政策研究與資訊中心科技產業資訊室，「遊戲市場總值創下新高，Wii於2007年在北美稱霸」，2008年1月。
http://cdnet.stpi.org.tw/techroom/market/eegame/2008/eegame_08_003.htm
3.財團法人國家實驗研究院科技政策研究與資訊中心科技產業資訊室，「Wii於2008年成為全球累積用戶數最多的遊戲機」，2008年2月。
http://cdnet.stpi.org.tw/techroom/market/eegame/2008/eegame_08_004.htm