淡江大學覺生紀念圖書館 (TKU Library)
進階搜尋


下載電子全文限經由淡江IP使用) 
系統識別號 U0002-1407200822243400
中文論文名稱 電視遊樂器購買意圖之研究-以專屬陷入的觀點
英文論文名稱 The study of Purchase Intention of TV Game Player From exclusively holding perspective
校院名稱 淡江大學
系所名稱(中) 管理科學研究所企業經營碩士在職專班
系所名稱(英) Executive Master's Program of Business Administration in Management Sciences
學年度 96
學期 2
出版年 97
研究生中文姓名 林嘉儒
研究生英文姓名 Jia-Ru Lin
學號 795620144
學位類別 碩士
語文別 中文
口試日期 2008-06-17
論文頁數 79頁
口試委員 指導教授-黃曼琴
委員-李培齊
委員-陳海鳴
中文關鍵字 遊樂器  專屬陷入  知覺品質  新產品屬性  人格特質  促銷 
英文關鍵字 TV game players  exclusive holding  perceived quality  product attributes  personality characteristics  promotions 
學科別分類 學科別社會科學管理學
中文摘要 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。
英文摘要 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.
論文目次 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
參考文獻 一、中文文獻
1.工商時報(2008.04.17),「三大遊戲機 今夏決戰台灣」,何英煒。
2.王健原(2004),「電玩展參觀者購買決策行為之研究」,靜宜大學觀光事業研究所碩士論文,台中。
3.王玟茵(2003),「組合價格促銷、產品訊息內容對衝動性購買行為之影響」,國立高雄第一科技大學行銷與流通研究所碩士論文,高雄。
4.玉山證劵投資顧問公司(2006.08),「『遊戲』人間-遊戲機產業報告」,投資月刊。
5.甘美玲(2006),「知覺價格、知覺品質、知覺價值對購買意願之關係研究-以消費者購買數位內容產品為實證」,國立成功大學高階管理碩士在職專班碩士論文,台南。
6.行政院經濟部工業局數位內容產業發展指導小組編製(2003),「2003年數位內容產業年鑑」,第二章 數位遊戲產業發展現況。
7.李長泰(2004),「電視遊樂器市場分析」,國立台北大學經濟學研究所碩士論文,台北。
8.林依琳(2007),「影響消費者對於促銷產品或服務之選擇因素研究」,國立中央大學企業管理研究所碩士論文,桃園。
9.林靈宏(1994),「消費品類型、創新類型與新產品行銷策略關係研究」,國立政治大學企業管理研究所,台北。
10.邱志聖著(2001),策略行銷分析-架構與實務應用,初版,智勝文化,台北。
11.邱皓政著(2000),量化研究與統計分析,初版,五南圖書,台北。
12.吳雅琪(2002),「影響網路書店消費者忠誠度形成因素之研究」,國立政治大學國際貿易研究所碩士論文,台北。
13.施迪豪(2000),「從寬頻網路產業系統產品標準建立角度看電視遊戲機產業的世代交替」,國立台灣大學商學研究所碩士論文,台北。
14.徐振軒(1998),「網際網路上促銷模式之研究」,國立中山大學資訊管理研究所碩士論文,未出版,高雄市。
15.陳怡蓁(2006),「創新產品購買意願的影響因素-以筆記型電腦為例」,天主教輔仁大學管理學研究所碩士論文,台北。
16.黃監厚等著(1999),人格心理學,心理出版社,台北。
17.游勝章(2002),「台灣地區消費者對128位元遊戲機接受意願之研究 」,國立交通大學經營管理研究所碩士論文,新竹。
18.張競宇(2007),「網路負面口碑訊息對消費者轉換行為之影響-以次世代電玩主機為例」,國立台灣科技大學企業管理系碩士論文,台北。
19.楊亦婷(2006),「數位行動遊戲人機介面使用性之探討-以PDA遊戲為例」,銘傳大學設計創作研究所碩士論文,台北。
20.楊美怡(2002),「人格特質、價值觀與生活型態對後現代主義消費行為影響之研究:三個世代之比較研究」,義守大學管理研究所碩士論文,高雄。
21.樊晉源(2003),「創新產品多代擴散模式系統動力學研究-以電視遊戲機產業為例」,大葉大學事業經營研究所碩士論文,台中。
22.盧盛忠等著(1997),組織行為學:理論與實務,五南圖書,台北。
23.龍育民(2000),「軍官人格特質、工作特性與工作壓力之研究」,國防管理學院資源管理研究所碩士論文,台北。
二、英文文獻
1.Aaker,D.A.(1991), Managing Brand Equity: Capitalizing on the Value of a Brand Name, New York: The Free Press.
2.Aaker,D.A.(1996), “Measuring Brand Equity Across Products and Markets,” California Management Review vol.38, issue.3: 102-115.
3.Allport,G.W.(1961),Pattern and Growth in Personality, New York: Holt, Rinehart & Winston.
4.Banks, Jeffrey and Moorthy, Sridhar. (1999), “A Model of Price Promotions With Consumer Search.” International Journal of Industrial Organization 17, no. 3: 371.
5.Barker, J. (1963), Discovering the Future: The Business of Paradigms, ILI Press, Minn St. Paul.
6.Boyd, T. C. and C. H. Mason.(1999), “The Link Between Attractiveness of ‘Extrabrand’ Attributes and the Adoption of Innovations,” Journal of the Academy of Marketing Science, Vol.27:306-319.
7.Buda, Richard and Zhang, yong.(2000),”consumer product evaluation: the interactive effect of message framing, presentation order, and source credibility”, journal of product and brand management, vol. 9, iss.4, ,pp. 229-238.
8.Campbell, L. and W. D. Diamond.(1990), “Framing and Sales Promotion: The Characteristics of a Good Deal.” Journal of Consumer Marketing 7, no. 4: 25-31.
9.Comrey,A.L.(1973).A first course in factor analysis.New York:Academic Press.
10.Costa, P. T., Jr., & McCrae, R. R. (1985), The NEO personality inventory manual. Odessa, FL: Psychological Assessment Resources.
11.Costa, P.T. Jr., & McCrae, R.R. (1992), Revised NEO personality professional Inventory (NEO-PI-R) and NEO Five Factor Inventory (NEO-FFI) professional manual. Odessa FL.: Psychological Assessment Resources.
12.David, V., Day, Stanley, B., & Silverman. (1989),Personality and Job Performance: Evidence of Incremental Validity. Personnel Psychology, Vol. 42, 25-36.
13.Davis, F. D., Bagozzi, R. P., & Warshaw, P. R. (1989). User acceptance of computer technology: A comparison of two theoretical models, Management Science, 35(2), 982-1003.
14.Dodds, W. B., K. B. Monroe and D. Grewal.(1991), “Effects of Price, Brand, and Store Information on Buyers’ Product Evaluations,” Journal of Marketing Research, Vol. 28 (Aug):307-319.
15.Della Bitta, A. J., K. B. Monroe, and J. M. Mcginnis.(1981) ,“Consumer Perceptions of Comparative Price Advertisement.” Journal of Marketing Research 18:416-427.
16.Dickson, P. R. and A. G. Sawyer. (1990), “The Price Knowledge and Search of Supermarket Shoppers.” Journal of Marketing 42, no.3: 42-53.
17.Engel, James F., Roger D. Blackwell, and Paul W. Miniard.(1995),Consumer Behavior, 8th ed., Orlando: The Dryden Press.
18.Fry, Joseph N. and Gordon H. McDougall.(1974), “Consumer Appraisal of Retail Price Advertisement”, Journal of Marketing, Vol. 38, July, pp. 64-74.
19.Ganesan,S.(1994),“Determinants of Long-term Orientation in Buyer-Seller Relationships.” Journal of Marketing 58, no.2: 1-19
20.Garvin D.A. (1987),“Competing on the Eight Dimensions of Quality.” Harvard Business Review 65, no.6: 104-105.
21.George, L. and L. W Charles.(2000),The measurement and Dimensionality of Brand Associations, Journal of Product & Brand Management, 9(6), pp.350.
22.Grewal, Dhruv, R. Krishnam, Norm Borin, and Julie Baker. (1998) ,“The Effect of Store Name, Brand Name, and Price Discounts on Consumers’ Evaluations and Purchase Intention.” Journal of Retailing 74, no. 3: 331-352.
23.Gronhaug. K., & Gilly, M. C. (1991), A transaction cost approach to customer dissatisfaction and complaint actions. Journal of Economic Psychology, 12(1), 165-183
24.Hellier, P. K., Geursen, G. M., & Carr, R. A.(2003),“Customer repurchase intention: A general structural equation model” European Journal of Marketing, 37.
25.Heskett, J.L., Thomas O. Jones, Gary w. Lovemen, W. Earl Sasser and Leonard A. Schlesinger.(1994),” Putting the Service-Profit Chain to Work,” Harvard Business Review, Mar./Apr.,pp.164-174.
26.Holak, Susan L. and Donald R. Lehmann. (1990), “Purchase Intentions and the Dimensions of Innovation: An Exploratory Model.” Journal of Product Innovation Management 7: 59-73.
27.Holak, S. L. (1988),Determinants of innovative durables adoption an empirical study with implications for early product screening. Journal of Product Innovation Management, 5(1), 50-99.
28.Holbrook, M.B. and K.P. Corfmen.(1985),“Quality and other types of value in the consumption experience: phaedrus rides again”, Working Paper, N.Y.: Columbia University.
29.Jedidi, Kamel, Carl F. Mela and Sunil Gupta.(1999),“Managing Advertising and Promotion for Long-Run Profitability” , Marketing Science, Vol. 18, Winter, pp. 1-22.
30.Joshi, A.W. & Stump, R. L.(1999),“The Contingent Effect of Specific Asset Investments on Joint Action in Manufacturer-Supplier Relationships: An Empirical Test of the Moderating Role of Reciprocal Asset Investments, Uncertainty, and Trust,”Journal of the Academy of Marketing Science, Vol. 27, No.3, 291-305.
31.Lutz, Richard.(1986),Quality is as Quality Does: An Attitudinal Perspective on Consumer Quality Judgments. presentation to the Marketing Science Institute Trustees’Meeting, Cambridge, MA.
32.Kotler, P. (1994). Marketing management: Analysis, planning, implementation and control (8th ed.). New Jersy: Prentice-Hall.
33.Kotler, P. (2000). Marketing management. Chicago: Prentice Hall International Inc.
34.Martin, G. S., & Brown, T. J.(1990),In Search of Brand Equity: the Conceptualization and Measurement of the Brand Impression Construc. In: Childers, M. L. et al, Marketing Theory and Applications, 2, Chicago, IL: American Marketing Association, 431-438.
35.Marion, F. M. (1987), A Delphi Analysis of a Definition of Sales Promotion. Dectoral Dissertation, Memphis State University.
36.Moore, G. C., & Benbasat, I.(1991),An empirical examination of a model of the factors affecting utilization of information technology by end users. Working paper. University of British Columbia, Vancouver, B.C.
37.Myers, J. H. and A. D. Shocker (1981),“The Nature of Product- Related Attributes,” Research in Marketing, Vol.5, Greenwich, CT: JAI Press, Inc., pp.211-36.
38.Norman, W. T. (1963),“Toward and Adequate Taxonomy of Personality Attributes:Replicated Factor Structure.” Journal of Abnormal and Social Psychology 66, 574-583.
39.Olson and Thomas J. Reynolds,(1983), “ Understanding Consumers’ Cognitive Structures:Implications for Advertising Strategy, ” Advertising and Consumer Psychology, L. Percy and A. Woodside, eds. Lexington, MA: Lexington Books.
40.Olsavsky, Richard W.(1985), “Perceived Quality in Consumer Decision Making:AnIntegrated Theoretical Perspective,” in Perceived Quality, Jacoby, J. Olson, eds.,Lexington, MA: Lexington Books, pp. 3-29.
41.Paley, Norton, (1989), “The Manager’s Guide to Competitive Marketing Strategies,” American Management Association.
42.Pervin, L. A. Personality. (1993): Theory and Research, 6th ed. New York: John Wily & Sons Inc.
43.Prentice, R. M. (1975), The CFB approach to advertising promotion spending, in the relationship between advertising and perootion in brand strategy, R. A.. strang, ed., Cambridge: Marketing Science Institute, 75-90.
44.Priya Raghubir, Kim Corfman.(1999), “When Do Price Promotions Affect Pretrial Brand Evaluations?” ,JMR, Journal of Marketing Research. Chicago: 1999. Vol. 36,pp. 211-223, May.
45.Roberston, T. S. (1985), Consumer Behavior, Illinois: Scott and Freshman.
46.Rogers, Everett M.( 1983), Diffusion of Innovation, 3rd ed., Free Press, New York.
47.Rossiter, J.R. and Percy, L.(1998),Advertising, Communication and Promotion Management, 2nd ed., McGraw-Hill, New York, NY.
48.Sebastianelli, R. and Tamimi, N. (2002), “How product quality dimensions relate to defining quality,” The International Journal of Quality & Reliability Management, Vol. 19, No. 4, pp. 442-453.
49.Shimp, T. A. (1993),Heart and mind in conflict: The interplay of af-fect and cognition in consumer decision making, Journal of Consumer Research, 26(3), 278.
50.Spears, N. and Singh, S. N. (2004), “Measuring attitude toward the brand and purchase intentions,” Journal of Current Issues and Research in Advertising, Vol. 26, No. 2, pp. 53-66.
51.Steenkamp, E.M. (1990) , “Conceptual Model of the Quality Perception Process” Journal of Business Research, N.Y., 21(4): 309-325.
52.Sturn, D. L. and Thiry, A. (1991), “Building customer loyalty,” Training and Development Journal, Vol. 45, No. 4, pp. 34-36.
53.Sultan, F. and Chan, L.(2000), “The Adoption of New Technology: The Case of Object-Oriented Computing in Software Companies,” IEEE Transaction On Engineering Management, 47(1), 2000, 106-126.
54.Tornatzky, L. and Kevin, K. J.(1982), “Innovation characteristics and innovation adoption-implementation: A meta-analysis of findings,” IEEE Transactions on Engineering Management, 29(1), 28-45.
55.Veryzer, Robert W Jr.(1998),“Discontinuous Innovation and the New Product Development Process.” Journal of Product Innovation Management 15, no.4: 304-321.
56.Williamson, O. E.(1985),The Economic Institutions of Capitalism, New York: Free Press.
57.Williamson, O. E. (1991), “Calculativeness, Trust and Economic Or-ganization,” Journal of Law and Economics, 26 (April), 453-486.
58.Zeithaml, Valarie A.(1988), “Consumer Perception of Price, Quality and Value: A Means-End Model and Synthesis of Evidence,” Journal of Marketing 52, no.3: 2-22.
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
論文使用權限
  • 同意紙本無償授權給館內讀者為學術之目的重製使用,於2009-07-17公開。
  • 同意授權瀏覽/列印電子全文服務,於2009-07-17起公開。


  • 若您有任何疑問,請與我們聯絡!
    圖書館: 請來電 (02)2621-5656 轉 2281 或 來信