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系統識別號 U0002-1907201302570200
中文論文名稱 知覺價值、訂價策略說服知識對社群媒體遊戲付費意願之影響
英文論文名稱 The Effects of Perceived Value and Pricing Tactics Persuasion Knowledge on Purchase Intention of Social Media Game
校院名稱 淡江大學
系所名稱(中) 管理科學學系碩士班
系所名稱(英) Master’s Program, Department of Management Sciences
學年度 101
學期 2
出版年 102
研究生中文姓名 陳妍岑
研究生英文姓名 Yen-Tsen Chen
學號 600620768
學位類別 碩士
語文別 英文
口試日期 2013-06-27
論文頁數 78頁
口試委員 指導教授-陳水蓮
委員-康信鴻
委員-陳怡妃
中文關鍵字 社群媒體遊戲  說服知識  訂價策略說服知識  知覺價值  價值權益  推/拉式溝通  付費意願 
英文關鍵字 Social Media game  Persuasion Knowledge  Subjective Pricing Tactics Persuasion Knowledge  Perceived Value  Value Equity  Push/Pull Communication  Purchase Intention 
學科別分類
中文摘要 近年來,全球行動裝置呈現快速的成長,帶動行動應用程式的高度發展,促使廠商可提供消費者更多的行動服務。根據資策會MIC(2012)的調查,全球行動遊戲的市場規模預估到2015年將達到150億美元,結合行動裝置玩社群遊戲將是網路娛樂產業未來重要的服務趨勢,具無限娛樂商機。隨著消費者獲得知識的來源與本身對廠商、產品知識的透明化,消費者使用說服知識與對廠商的遊戲訂價策略說服知識(Pricing Tactic Persuasion Knowledge, PTPK)是影響玩家是否願意付費購買社群媒體遊戲的重要因素,因此本研究將應用說服知識(Persuasion Knowledge)理論,以模型一探討知覺價值與訂價策略說服知識對消費者的價值權益和付費意願之影響,模型二進一步以說服知識與推/拉式溝通作為干擾變數,以瞭解社群媒體遊戲對於消費者之價值權益。除具學術重要性外,實務上,可以協助遊戲開發商辨識消費者對社群媒體遊戲付費意願之實際原因,以調整其策略,進而增加營收。本研究委託市調公司以網路問卷形式進行問卷發放,以曾經使用過社群媒體遊戲者為研究對象,回收之有效樣本共計為778份,以AMOS17.0統計軟體進行相關信、效度分析,並以結構方程式進行假設檢定。實證結果如下:一、社交價值、貨幣價值、知識價值與訂價策略說服知識對價值權益具有顯著正向影響;二、功能價值與情感價值對價值權益無正向顯著影響; 三、價值權益對付費意願具有顯著正向影響;四、說服知識對貨幣價值與價值權益具有顯著干擾效果;四、推/拉式溝通對知覺價值與價值權益無顯著干擾效果。最後,本研究綜合研究結果提出管理與理論意涵,並對後續研究者提出建議,提供評估社群媒體遊戲付費之企業實務與學術研究者作為未來參考。
英文摘要 According to the Market Intelligence and Consulting Institute (MIC; 2012) in Taiwan, the scale of the global mobile game market will exceed 15 billion dollars from $10.5 billion in 2011 to $15.2 billion in 2015, implying the enormous commercial potential. People prefer to using free products and companies strive to make profits, thus forming the persuasive intention. This study develops the framework for social media games according to the theory of persuasion knowledge (Friestad & Wright, 1994) and subjective pricing tactics persuasion knowledge (SPTPK). Model 1 examined the factors of perceived value, SPTPK, and value equity on purchase intention. Model 2 considered persuasion knowledge and push/pull communication as moderating variables. This research commissioned a professional survey company in Taiwan to collect online questionnaires for surveying purchase intention on social media games. AMOS 17.0 statistical software was employed to analyze the reliability and validity of the measurements. The research hypotheses were examines by structural equation modeling (SEM), which supported certain of the hypotheses. Social value, monetary value, epistemic value, and SPTPK have significant positive effect on value equity, and value equity positively affects purchase intention. Functional value and emotional value have no significant effect on value equity. Persuasion knowledge has significant moderating effect between monetary value and value equity. Push and pull communication have no moderating effects between perceived values and value equity. Finally, theoretical and practical implications are provided for future research.
論文目次 Table of Contents I
List of Tables IV
List of Figures V
Chapter 1 Introduction 1
1.1 Overview 1
1.2 Research Objectives 3
1.3 Research Process and Thesis Organization 4
Chapter 2 Literature review 6
2.1 Persuasion Knowledge 6
2.2 Subjective Pricing Tactics Persuasion Knowledge 8
2.3 Perceived Value 10
2.3.1 Functional value 12
2.3.2 Emotional value 13
2.3.3 Social value 14
2.3.4 Monetary value 15
2.3.5 Epistemic value 16
2.4. Value Equity 17
2.5 Purchase Intentions 18
2.6 Push/Pull Communication 19
2.7 Relationship between Perceived Value and Value Equity 21
2.7.1 Relationship between Functional Value and Value Equity 21
2.7.2 Relationship between Emotional Value and Value Equity 22
2.7.3 Relationship between Social Value and Value Equity 23
2.7.4 Relationship between Monetary Value and Value Equity 24
2.7.5 Relationship between Epistemic Value and Value Equity 24
2.8 Relationship between SPTPK and Value Equity 25
2.9 Relationship between Value Equity and Purchase Intention 26
2.10 Moderating Effect 27
2.10.1 Moderating Effect: Persuasion Knowledge 27
2.10.2 Moderating Effect: Push/Pull communication 29
Chapter 3 Research Methodology 31
3.1 Research Setting 32
3.2 Measurement development 33
3.3Questionnaire Design and Pre-test 34
3.4 Data Collection and Sampling 35
3.5 Data Analysis Method 35
3.5.1 Descriptive statistics analysis 36
3.5.2 Model Fit Analysis 36
3.5.3 Reliability and Validity analysis 36
3.5.4 Structural Equation Model 37
Chapter 4 Data Analysis Methodology and Results 38
4.1 Sampling and respondent profile 38
4.2 CFA and Model Fit 39
4.3 Reliability Analysis 41
4.4 Validity Analysis 43
4.4.1 Convergent Validity 43
4.4.2 Discriminative Validity 44
4.5 Structural Equation Model Analysis 48
4.5.1 Overall Model Validation 48
4.5.2 Structural Equation Model Evaluation of the Hypothesis Test 49
4.6 Moderating Effect 53
4.6.1 The Moderating Role of Persuasion Knowledge 53
4.6.2 The Moderating Role of Push/Pull Communication 55
Chapter 5 Conclusion and Implications 57
5.1 Discussion 57
5.2 Theoretical Implications 59
5.3 Managerial Implications 61
5.4 Limitations and Future Research 62
Reference 64
Appendix 75
List of Tables
Table 3.1 Sources of the Measure Items 34
Table 3.2 Questionnaire and Return 35
Table 4.1 Demographic Variables of the participants’ profiles 39
Table 4.2 Analysis of Measurement Accuracy 41
Table 4.3 Analysis of Measurement Accuracy Analysis: Model 1 42
Table 4.4 Analysis of Measurement Accuracy Analysis: Model 2 43
Table 4.5 Analysis of the Difference of Chi-square, AVE and squared correlation: Model 1 45
Table 4.6 Analysis of the Difference of Chi-square, AVE and squared correlation: Model 2 46
Table 4.7 Analysis of Discriminent Validity: Model 1 47
Table 4.8 Analysis of Discriminent Validity: Model 2 48
Table 4.9 Analysis of Goodness-of-fit measures: Model 1 and Model 2 49
Table 4.10 Hypothesis Test Analysis: Model 1 51
Table 4.11 Hypothesis Test Analysis: Model 2 51
Table 4.12 Invariance tests across persuasion knowledge 55
Table 4.13 Invariance tests across push and pull communication 56
Table 5.1 Analysis of hypothesis test 58
List of Figures
Figure 1.1 Research Process 5
Figure 2.1 Persuasion Knowledge Model 8
Figure 3.1 Research Conceptual Framework: Model 1 31
Figure 3.2 Research Conceptual Framework of Moderating Effects: Model 2 32
Figure 4.1 Structural Equation Modeling Analysis: Model 1 52
Figure 4.2 Structural Equation Modeling Analysis: Model 2 53
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