這幾年來，網路快速的發展，加上高速寬頻網路的普及，已經深入了我們每個人的家庭之中，讓大家隨時隨地享受到網路所帶來的便利及娛樂。然而，國內線上遊戲廠商競爭非常激烈，要如何為玩家創造價值，讓玩家願意繼續留在此款遊戲也就成為一個重要的課題。
本研究主要在探討品牌知名度、顧客價值、再購意願與網路口碑之間的關聯，以線上遊戲產業為研究母體，並以魔獸世界玩家作為研究樣本，共計發放340份問卷，回收有效問卷為280份。本研究透過線性結構化方程式模型將品牌知名度、顧客價值、再購意願與網路口碑的影響進行實證分析，研究結果發現，品牌知名度透過顧客價值對再購意願與網路口碑的影響之中，顧客價值是具完全中介效果。

In these years, based on rapid development and popularization, Internet and high-speed broadband have already gone deep into each family in Taiwan. That provides convenience and entertainment to everyone. However, the market of Online game in Taiwan has been intense competition for several years. So how to create value for game player and keep them to stay on the game becomes the important topic for study. 
This study mainly investigates the relationships among brand awareness, customer value, repurchase intention, and online word-of-mouth. "World of warcraft" (wow) was selected as this research object. 340 questionnaires were issued and 280 valid replies were received. This study uses the structural equation model to empirically explore the relationships among brand awareness, customer value, repurchase intention, and online word-of-mouth. The research results indicate that brand awareness has an effect on repurchase intention and online word-of-mouth through customer value, and customer value has a full mediation effect.

目錄
目錄	I
表目錄	IV
圖目錄	V
第一章 緒論	1
    1.1研究背景	1
    1.2研究動機	2
    1.3研究目的	3
    1.4研究流程	4
第二章 文獻探討	6
2.1線上遊戲現況	6
    2.1.1線上遊戲的分類	8
    2.1.2魔獸世界的介紹	10
2.2品牌知名度	12
    2.2.1品牌知名度之定義	12
    2.2.2品牌知名度的構成	13
    2.2.3小結	15
2.3顧客價值	16
    2.3.1顧客價值之定義	16
    2.3.2顧客價值構面	18
    2.3.3小結	22
2.4再購意願	22
    2.4.1再購意願之定義	22
    2.4.2小結	24
2.5網路口碑	24
    2.5.1口碑	24
    2.5.2網路口碑之定義	28
    2.5.3小結	29
2.6研究假設	29
    2.6.1品牌知名度與網路口碑	29

    2.6.2顧客價值與網路口碑	30
    2.6.3品牌知名度與顧客價值	31
    2.6.4品牌知名度與再購意願	32
    2.6.5顧客價值與再購意願	33
    2.6.6再購意願與網路口碑	34
    2.6.7品牌知名度、顧客價值、再購意願與網路口碑之關聯	35
2.7品牌知名度、顧客價值、再購意願與網路口碑之相關變數探討	36
    2.7.1小結	37
第三章 研究方法	39
3.1研究架構	39
3.2操作型定義與變數衡量	39
    3.2.1品牌知名度	40
3.2.2顧客價值	40
3.2.3購買意願	40
3.2.4網路口碑	41
3.2.5個人變項	41
3.3研究對象	42
3.4問卷預試與信效度分析	42
3.4.1系統性偏誤	42
3.4.2信效度分析	44
3.5資料分析方法	47
第四章 資料分析與結果	51
4.1樣本結構分析	51
4.2估計方法之選擇	53
4.3測量模型分析	54
4.3.1驗證性因素分析(confirmatory factor analysis, CFA)	54
4.3.2二階驗證性因素分析	56
4.3.3信度分析	57
4.3.4效度分析	58
4.4相關分析	60
4.5理論模型分析	62
4.6研究假設檢定	62
4.7中介效果檢定	66
4.7.1小結	73
第五章 結論	74
5.1研究結論	74
5.2管理意涵	76
5.3研究限制	80
5.4未來研究方向及建議	81
參考文獻	84
一、中文文獻	84
二、網路資料	85
三、英文文獻	85
附錄：正式問卷	97
表目錄

表 2 1：線上遊戲市場收費方式	7
表 2 2：各學者對品牌知名度的定義	12
表 2 3：各學者對顧客價值的定義	17
表 2 4：顧客價值衡量構面彙整表	19
表 2 5：再購意願定義相關文獻	23
表 2 6：口碑溝通行為動機文獻	27
表 3 1：預試問卷構面題項分配及 Cronbach’s α信度	45
表 3 2：預測之基本統計表	46
表 4 1：人口變項之分佈情形	52
表 4 2：觀察變項之平均數、標準差、偏態與峰度	53
表 4 3：CFA 判斷標準一覽表	54
表 4 4：各變項之因素分析結果	55
表 4 5：二階驗證性因素分析各配適指標	56
表 4 6：正式問卷構面題項分配及 Cronbach’s α信度	57
表 4 7：建構信度	58
表 4 8：正式構面收斂效度分析結果	59
表 4 9：區辨效度	60
表 4 10：構面相關矩陣	61
表 4 11：路徑分析結果	63
表 4 12：直接效果與間接效果	65
表 5 1：研究假設與驗證結果彙整表	76
圖目錄

圖 1 1：網友使用線上娛樂類型分布	2
圖 1 2：研究流程圖	5
圖 2 1：全球線上遊戲市場規模	6
圖 2 2：台灣線上遊戲市場規模	7
圖 2 3：顧客價值的階層模式	18
圖 2-4：口碑的重要性	26
圖 2-5：研究地圖	38
圖 3 1：研究架構圖	39
圖 4 1：研究路徑圖	62
圖 4 2：品牌知名度與網路口碑路徑圖	67
圖 4 3：品牌知名度與再購意願路徑圖	67
圖 4 4：品牌知名度、再購意願與網路口碑路徑圖	67
圖 4 5：品牌知名度與顧客價值路徑圖	68
圖 4 6：品牌知名度、顧客價值與再購意願路徑圖	69
圖 4 7：品牌知名度、顧客價值、再購意願與網路口碑路徑圖	70
圖 4 8：顧客價值與網路口碑路徑圖	71
圖 4 9：顧客價值與再購意願路徑圖	72
圖 4 10：再購意願與網路口碑路徑圖	72
圖 4 11：顧客價值、再購意願與網路口碑路徑圖	72
圖 5 1：未來研究發展圖	83

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