Responsive image
博碩士論文 etd-0023119-081735 詳細資訊
Title page for etd-0023119-081735
Exploring the Relationship between Game Players’ Type and Continuance Intentions
Year, semester
Number of pages
Advisory Committee
Date of Exam
Date of Submission
continuance intentions, video games, player type, expectation confirmation theory (ECT), involvement
本論文已被瀏覽 5750 次,被下載 0
The thesis/dissertation has been browsed 5750 times, has been downloaded 0 times.
In recent years, entertainment industry has developed rapidly, and game industry is one of the most potential industry. In past ten years, gaming becomes the basic of entertainment and consumer culture, as well as a part of daily life for people. Comparing to the past time, it becomes more various for people to play and apply game, and cousumers have more willness to pay more money and time on game. Due to this reason, it is a thoughtful question for game developer that how to attract players to choose their products and increase players loyalty.
This research would like to use player’s types for a perspective to understand wheather different type of players would influence their consumer behaviors. For this reason, this research will study the affectton of different player’s types to expectation confirmation, involvement and repurchase&continuance intentions.
The research collects 457 valid samples from those who played video game in past one year. Statistical results show that some types of players will affect player’s expectation confirmation, involvement, and repurchase & continuance intentions, in which player’s expectation confirmation and involvement play key mediating roles.
According to the result of research, game developer can consider the player type as an important factor when they design new game. Besides, they should pay attention on users’ experience after they buy the product so that it can effectively increase the intention of players’ repurchase and continuance intentions
目次 Table of Contents
論文審定書 i
誌 謝 ii
摘 要 iii
Abstract iv
目錄 v
圖次 vii
表次 viii
第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 2
第三節 研究流程 2
第二章 文獻探討 5
第一節 電玩遊戲 5
第二節 涉入理論 8
第三節 期望確認理論 14
第四節 玩家類型 19
第五節 假說推導 25
第三章 研究方法 29
第一節 研究結構 29
第二節 研究樣本與資料來源 29
第三節 研究假說彙整 30
第四節 變數定義與衡量工具 31
第五節 資料分析方法 36
第四章 實證分析 39
第一節 樣本結構分析 39
第二節 信效度分析 41
第三節 相關分析 44
第四節 結構模型分析 46
第五章 結論與建議 53
第一節 研究結論 53
第二節 實務建議 54
第三節 研究意涵 56
第四節 研究限制與日後研究建議 56
參考文獻 58
附錄1 67
參考文獻 References
1. 方怡堯(2002)。溫泉遊客遊憩涉入與遊憩體驗關係之研究
2. 李學然(2017)。從玩家涉入程度探討行動裝置遊戲設計的魅力因素
3. 李冠緯(2011)。Wii Fit持續使用意願之探討: 期望確認理論之應用
4. 林瑞琳(2012)。線上遊戲玩家的涉入程度、滿意度及忠誠度對商城道具購買意願之影響
5. 莊貽寧(2010)。中華職棒觀眾之涉入程度、滿意度、忠誠度與運動觀光意願影響之研究
6. 莊春蘭(2006)。線上遊戲玩家人格特質與虛擬社群功能對於玩家行為影響之研究
7. 翁佩瑜(2010)。融合期望確認與承諾信任理論探討持續使用網購意圖之研究
8. 蔡秉峯(2017)。遊戲數位發行平臺持續使用行為之研究
9. 蔡湘湘(2014)。應用期望確認理論探討個人持續使用 雲端服務之意圖
10. 蔡芳蘭(2012)。應用期望確認理論以探討醫師 對於電子病歷系統滿意之影響因素
11. 楊曜聰(2012)。以期望確認理論探討平板電腦持續使用之研究
12. 謝忠政(2012)。影響再購意願因素之探討-以涉入為干擾變數並以隱形眼鏡為例
13. 吳玫瑩、林怡君(2011),「臺灣的大學院校師生對 Library 2.0 網站的使用意圖及使用行為之探討」
14. 蕭婉玲(2009)。顧客價值、顧客滿意度、口碑與再購意願關聯性之研究

1. Adams, E. (2014). Fundamentals of game design (3rd Ed.). Berkeley, CA: New Riders.
2. Adams, E. & Dormans, J. (2012). Game mechanics: Advanced game design. Berkeley, CA: New Riders.
3. Aiello, Albert, Jr., John A. Czepiel, and Larry A. Rosenberg(1977)."Scaling the Heights of Consumer Satisfaction:An Evaluation of Alternate Measures," in Consumer Satisfaction, Dissatisfaction and Complaining Behavior,Ralph L. Day, ed. Bloomington, Indiana: School of Business, Indiana University.
4. Aihui Chen, Yaobin Lu, Bin Wang, (2016) "Enhancing perceived enjoyment in social games through social and gaming factors", Information Technology & People, Vol. 29 Issue: 1, pp.99-119,
5. Ajzen I. (1985) From Intentions to Actions: A Theory of Planned Behavior. In: Kuhl J., Beckmann J. (eds) Action Control. SSSP Springer Series in Social Psychology. Springer, Berlin, Heidelberg.
6. Anderson, E. W.,Fornell, C.,Lehmann, D.R.(1994).Customer satisfaction, market share, and profitability: findings form Sweden.Journal of Marketing,58(3),53-66.
7. Anderson, E. W., & Sullivan, M. W. (1993). The Antecedents and Consequences of Customer Satisfaction for Firms. Marketing Science, 12, 125-143.
8. Anderson, R. E. (1973). Consumer dissatisfaction: The effect of disconfirmed expectancy on perceived product performance. Journal of Marketing Research, 10(1), 38-44.
9. Andreasen, Alan.R.(1977)."A Taxonomy of Consumer Satisfaction/ dissatisfaction Measures," in Conceptualization and Measurement of Consumer Satisfaction and Dissatisfaction, H. Keith Hunt, ed. Cambridge, Massachusetts: Marketing Science Institute.
10. Andrews, J. C., S. Durvasula, and S. H. Akhter (1990), “A Framework for Conceptualizing and Measuring the Involvement Construct in Advertising Research, ” Journal of Advertising, Vol. 19 (4), 27-40.
11. Bart Simon(2006). Never Playing Alone: The Social Contextures of Digital Gaming.
12. Bateman, C. , Boon, R.(2005), 21st Century Game Design
13. Bateman, C.(2009). Understand Patterns of Play. In Beyond game design: nine steps towards creating better videogames, C. Bateman (ed.), pp. 61–116. Boston: Charles River
14. Bateman, C. , Lowenhaupt, R. , & Nacke, L. E. . (2011). Proceedings of DiGRA 2011 Conference: Think Design Play. In Player typology in theory and practice.
15. Bateman, C., Lowenhaupt, R., & Nacke, L.E. (2011). Player Typology in Theory and Practice. DiGRA Conference.
16. Bart Stewart(2011) Personality And Play Styles: A Unified Model
17. Beatty, S.B, Kahle, L. & Homer, P. (1988). The involvement-commitment model: theory and implications. Journal of Business Research, 6 (3), 149-168.
18. Bettman, J. R. (1979). Memory factors in consumer research: A review. Marketing Research, 43, 37-53.
19. Bhattacherjee, A. (2001). Understanding Information Systems Continuance: An Expectation-Confirmation.Model.MIS.Quarterly,25(3),351-370. doi:10.2307/3250921
20. Björk, S., and J. Holopainen . (2003) . Describing Games - An Interaction - Centric Structural
21. Chin-Lung Hsu, Hsi-Peng Lu(2004).Why do people play on-line games? An extended TAM with social influences and flow experience, Information & Management, Volume 41, Issue 7, 2004, Pages 853-868, ISSN 0378-7206.
22. Churchill, G. A. Jr.,C. Surprenant(1982).An Investigation into the Determinants of Consumer Satisfaction.Journal of Marketing Research,19,491-504.
23. Cialdini, Robert B.,Richard E.Petty, and John T.Cacioppo,"and Attitude Change ,"Review of Psychology,32,pp357-404, 1981
24. Csikszentmihalyi, M. (1975). Beyond boredom and anxiety: The experience of play in work and games. San Francisco, CA: Jossey-Bass.
25. Dickey, M. D. (2006). Game Design Narrative for Learning: Appropriating Adventure Game Design Narrative Devices and Techniques for the Design of Interactive Learning Environments. Educational Technology, Research and Development, 54(3), 245-263.
26. Dmitri Williams, Nick Yee, Scott E. Caplan; Who plays, how much, and why? Debunking the stereotypical gamer profile, Journal of Computer-Mediated Communication, Volume 13, Issue 4, 1 July 2008, Pages 993–1018.
27. Dongseong Choi, Jinwoo Kim(2004).Why People Continue to Play Online Games: In Search of Critical Design Factors to Increase Customer Loyalty to Online Contents
28. Ducheneaut, N., Yee, N., Nickell, E., & Moore, R. (2007). The life and death of online gaming communities: A look at guilds in World of Warcraft.Computer/Human Interaction 2007 Proceedings, 839–848.
29. Engel, J. F., Blackwell, R. D., and Miniard, P.W. (2001), Consumer Behavior. 9th ed., New York: Harcourt College Publishers
30. Engel, J. F., R. D. Blackwell, and P. W. Miniard (1995), Consumer Behavior, 8th ed., The Dryden Press, p.448-460.
31. Eui Jun Jeong, Dan J. Kim & Dong Min Lee (2017) Why Do Some People Become Addicted to Digital Games More Easily? A Study of Digital Game Addiction from a Psychosocial Health Perspective, International Journal of Human–Computer Interaction, 33:3, 199-214
32. Firat,A.F. and Dholakia,N.(1998),:Consuming People.London:Routledge.
33. Flynn. L. R., and Goldsmith, R.E. (1993), “Application of the personal involvement inventory in marketing,” Psychology and Marketing, Vol. 10, No. 4, pp. 357-366.
34. Fornell, C., Johnson, M. D., Anderson, E. W., Cha, J. and Bryant, B. E. (1996), “The American customer satisfaction index: nature, purpose, and findings,” Journal of Marketing, Vol. 60, pp. 7-18.
35. Francken, D. A. (1993) Postpurchase Consumer Evaluation, Complaint Actions and Repurchase Behavior, Journal of Economic Psychology, 273-290.
36. Gilles Laurent and Jean-Noël Kapferer,Measuring Consumer Involvement Profiles(1985),Journal of Marketing Research Vol. 22, No. 1 (Feb., 1985), pp. 41-53
37. Goldsmith, R. E., & Emmert, J. (1991). Measuring product category involvement: a multitrait-multimethod study. Journal of Business Research,23(4), 363-371.
38. Greenwald, AG, & Leavitt, C. (1984).Audience involvement in advertising: four levels. Journal of Consumer Research, 1 , 581-592.
39. Hanna, N. & R. Wozniak. (2001). Consumer Behavior. 1th. Prentice-Hall, Inc.
40. Hartmann, T., & Klimmt, C. (2006). Gender and computer games: Exploring females' dislikes. Journal of Computer-Mediated Communication, 11(4)
41. Hee-Woong Kim, Sumeet Gupta, and Joon Koh. (2011). Investigating the intention to purchase digital items in social networking communities: A customer value perspective. Inf. Manage. 48, 6 (August 2011), 228-234.
42. Holloway, B. B., Wang, S., & Parish, J. T. (2005). The role of cumulative online purchasing experience in service recovery management. Journal of Interactive Marketing, 19(3), 54-66.
43. Houston, Michael J. and Michael L. Rothschild. "Conceptual and Methodological Perspectives in Involvement," in S. Jain (ed.). Research Frontiers in Marketing: Dialogues and Directions, Chicago: American Marketing Association, 1978, pp. 184-87.
44. Howard and Sheth, (1969). The Theory of Buyer Behavior.
45. Hupfer, N. T. and D. M. Gardner (1971), "Differential Involvement with Products and Issues: An Exploratory Study," in Proceedings of the Association for Consumer Research, 2nd Conference, D. M. Gardner, ed. College Park, MD, 262-70
46. Ip, B., & Jacobs, G. (2005). “Segmentation of the games market using multivariate analysis.” Journal of Targeting,Measurement and Analysis for Marketing, vol. 13 no. 3 (2005):275-287.
47. Imran Rahman(2017), The Interplay of Product Involvement and Sustainable Consumption: An Empirical Analysis of Behavioral Intentions Related to Green Hotels, Organic Wines and Green Cars.
48. jörk, S. & Holopainen, J. (2005). Patterns in game design.
49. Joshua M. Smyth, Ph.D(2007)., Beyond Self-Selection in Video Game Play: An Experimental Examination of the Consequences of Massively Multiplayer Online Role-Playing Game Play, Cyber Psychology & Behavior Volume 10, Number 5, 2007,
50. Judith Lynne Zaichkowsky(1994). The Personal Involvement Inventory: Reduction, Revision, and Application to Advertising,Journal of Advertising Vol. 23, Iss. 4, 1994
51. Judith Lynne Zaichkowsky(1986). Conceptualizing Involvement , Journal of Advertising Vol. 15, Iss. 2, 1986
52. Judith Lynne Zaichkowsky(1985). Measuring the Involvement Construct, Journal of Consumer Research, Volume 12, Issue 3, 1 December 1985, Pages 341–352
53. Juho Hamari and Lauri Keronen. (2017). Why do people play games? A meta-analysis. Int. J. Inf. Manag. 37, 3 (June 2017), 125-141
54. Juho Hamari, L.Keronen, K.Alha(2015). Why Do People Play Games? A Review of Studies on Adoption and Use. 2015 48th Hawaii International Conference on System Sciences.
55. Juho Hamari, J Tuunanen(2014)., “Player types: A metasynthesis”, Transactions of the Digital Games Research Association, 1(2), 29–-53, 2014.
56. Juho Hamari ,Jonna Koivisto ,Harri Sarsa(2014). Does Gamification Work? — A Literature Review of Empirical Studies on Gamification.
57. Juho Hamari(2011). Perspectives from behavioral economics to analyzing game design patterns: loss aversion in social games.
58. Juho Hamari(2010). Game design as marketing: How game mechanics create demand for virtual goods
59. Jukka Vahlo, Johanna K Kaakinen, Suvi K. Holm, and Aki Koponen(2017). Digital Game Dynamics Preferences and Player Types. J. Comp.-Med. Commun. 22, 2 (March 2017), 88-103..
60. Kahn, A.S., Shen, C., Lu, L.P., Ratan, R.A., Coary, S., Hou, J., Meng, J., Osborn, J.C., & Williams, D. (2015). The Trojan Player Typology: A cross-genre, cross-cultural, behaviorally validated scale of video game play motivations. Computers in Human Behavior, 49, 354-361.
61. Karlsen,F. (2007). Emergence, game rules and players. Nordisk medieforskerkonference, Helsinki, Finland.
62. Kapferer, J. N. (1997). Strategic brand management: New approaches to creating and sustaining brand equity(2nd ed.)
63. Keaveney, S. M. & Parthasarathy, M. (2001), “Customer switching behavior in online services: an exploratory study of the role of selected attitudinal, behavioral, and demographic factors," Journal of the Academy of Marketing Science, 29(4), 374-390.
64. Kettinger, W.J. and Lee, C.C., "Pragmatic Perspectives on the Measurement of Information Systems Service Quality," MIS Quarterly, June 1997, 223-240.
65. Keith Clarke and Russell W. Belk (1979) ,"The Effects of Product Involvement and Task Definition on Anticipated Consumer Effort", in NA - Advances in Consumer Research Volume 06, eds. William L. Wilkie, Ann Abor, MI : Association for Consumer Research, Pages: 313-318.
66. Kirsi Pauliina Kallio, Frans Mäyrä & Kirsikka Kaipainen(2011). At least nine ways to play: approaching gamer mentalities, Games & Culture (2011), 6:4, pp.327–353.
67. Kotler,P & Andreasen, A.R.2003. Strategic Marketing for Nonprofit Organization, 6th ed. N.J.:Prentice Hall.
68. Krugman, H. E.,(1965) “The Impact of Television Advertising: Learning without Involvement,” Public Opinion Quarterly, Vol.29, 1965, pp.349-356.
69. Kyatric. (2013), Bartle's Taxonomy of Player Types (And Why It Doesn't Apply to Everything).
70. Lastovicka, John L. and David M. Gardner (1979). "Components of Involvement" in Attitude Research Plays for High Stakes, Eds. J. C. Maloney and B. Silverman, Chicago: AMA, 53-73.
71. Laczniak, R. N., Muehling, D. D. & Grossbart, S.(1989), Manipulating Message Involvement in Advertising Research. Journal of Advertising, 18(2), 28-38.
72. Lee SeonJeong , Kim SoonHo(2015). Antecedents and outcomes of brand-decision involvement. The 5th Advances in Hospitality & Tourism Marketing and Management (AHTMM) Conference, Beppu, Japan, 18-21 June 2015.
73. Leigh, J.H. and Menon, A.,(1987), Audience Involvement Effects on the Information Processing of Umbrella Print Advertisements, Journal of Advertising, Vol.16, No.3, pp.3-12.
74. Lin, C. S., Wu, S. and Tsai, R. J., 2005. Integrating Perceived Playfulness into Expectation-confirmation Model for Web Portal Context. Information and Management, 42(5), 683-693.
75. Leisa Reinecke Flynn, Ronald E. Goldsmith(1993). Application of the personal involvement inventory in marketing,Psychology & Marketing Volume 10 Issue 4 (July/August 1993), Pages fmi-fmi, 261-366
76. Lindley, C.A. (2003). Game Taxonomies: A High Level Framework for Game Analysis and Design.
77. Marios Koufaris(2002) "Applying the Technology Acceptance Model and Flow Theory to Online Consumer Behavior" Information Systems Research Vol. 13, No. 2
78. Mary Meeker's 2017 internet trends report.
79. McKiMcKinney, V., Yoon, K., Zahedi, F.M., (2002), “The Measurement of Web-Customer Satisfaction: An Expectation and Disconfirmation Approach,” Information System Research, Vol. 13, No. 3, pp. 296-315.nney
80. Mitchell, A. A. (1981). The dimensions of advertising involvement, Advances in Consumer Research, 8(5), 25-30.
81. Mitchell, A. A. (1979). "Involvement: A Potentially Important Mediator of Consumer Behavior," in Advances in Consumer Research. Vol. 6, ed. William L. Wilkie, Ann Arbor, MI: Association for Consumer Research, 191-195.
82. Michaelidou, Nina and Dibb, Sally (2008). Consumer involvement: a new perspective. Marketing Review, 8(1) pp. 83–99.
83. Morris, M. G. and V. Venkatesh (2000). Age Differences in Technology Adoption Decisions: Implications for A Changing Work Force. Personnel Psychology 53(2): 375-403.
84. Michael Scharkow, Ruth Festl, Jens Vogelgesang, Thorsten Quandt(2015),.Beyond the “core-gamer”: Genre preferences and gratifications in computer games, Computers in Human Behavior, Volume 44, Pages 293-298, ISSN 0747-5632,
85. Miller, E.M., 1977, Risk, uncertainty, and divergence of opinion, Journal of Finance 32,1151-1168
86. Miquel Caplliure, & Aldas-Manzano, J. (2002). The Effect of Personal Involvement on the Decision to Buy Store Brand.
87. Mittal, B. (1989). A Theoretical Analysis of Two Recent Measures of Involvement, Advances in Consumer Research, vol.16, no.1, pp.697-702.
88. Murray, H. A. (1938). Explorations in personality: A clinical and experimental study of fifth men of college age. New York: Basic Books.
89. Nacke, L. E., Drachen, A., Kuikkaniemi, K., Niesenhaus, J., Korhonen, H. J., Van Den Hoogen, V. M., Poels, K., IJsselsteijn, W. A., & De Kort, Y. A. W. (2009). Playability and player experience research. In Proceedings of DiGRA.
90. NC Worth(2014). Personality and behavior in a massively multiplayer online role-playing game.
91. Neelamegham, R., & Jain, D. (1999). Consumer choice process for experience goods: an econo.
92. Nicole Lazzaro(2004). Why We Play Games: Four Keys to More Emotion Without Story, In Game Developers Conference. San Jose, USA, March 22-26, 2004
93. Oliver, RL(1993). Cognitive, Affective, and Attribute Bases of the Satisfaction Response, Journal of Consumer Research Vol. 20, No. 3 (Dec., 1993), pp. 418-430
94. Oliver, RL and Bearden, WO (1983). The role of involvement in satisfaction processes. In RP Bozzi and AM Tybout (Eds.), Advances in consumer research, 10 . 205-255.
95. Oliver, RL (1981). Measurement and evaluation of satisfaction processes in retailing setting. Journal of Retailing, 57 , 25-48
96. Oliver, RL (1981 Spring), “What is Customer Satisfaction”, Wharton Magazine, Vol.5, pp36-41
97. Olson, J. C. &; Dover, P. (1979a). Disconfirmation of consumer expectation through product trial. Journal of Applied Psychology, 46, 375-384.
98. Olson, J. C. &; Dover, P. (1979b), Disconfirmation of Consumer Expectations Through Product Trial. Journal of Applied Psychology, 64 (April), 179-189.
99. Park CW and B.Mittal (1985). “A Theory of Involvement in Consumer Behavior: Problems and Issues”, JN Sheth ed. Greenwich, Connection:Jai Press, Inc., pp.220-223.
100. Patterson, P. G. & Spreng, R.. A (1997). Modeling the Relationship between Perceived Value, Satisfaction and Repurchase Intentions in a Business- to-Business, Service Context: An Empirical Examination,” The International Journal of Service Industry Management, 8,415-432.
101. Park, C. W. & Mittal, B. (1985), “ A Theory of Involvementin Consumer Behavior: Problems and Issues,” J. N. Sheth ed. Greenwich, Connecticut: Jai Press, Inc., pp. 220-223.
102. Peter Zackariasson(2012). The Video Game Industry: Formation, Present State, and Future.
103. Petty, R.E., and Cacioppo, J.T., 1981. Issue involvement as a moderator of the effects on attitude of advertising content and context. In: Monroe, K.B. (Ed.), Advances in Consumer Research 8, Provo UT: Association for Consumer Research, pp. 20-24.
104. Prebensen , N. K., H. Kim, and M. Uysal (2015), “Cocreation as Moderator between the Experience Value and Satisfaction Relationship.” Journal of Travel Research, pp.1-12.
105. Przybylski, A. K., Rigby, C. S., &; Ryan, R. M. (2010). A motivational model of video game engagement. Review of General Psychology, 14(2), 154-166.
106. Richard L. Celsi and Jerry C. Olson,(1988) The Role of Involvement in Attention and Comprehension Processes, Journal of Consumer Research Vol. 15, No. 2 (Sep., 1988), pp. 210-224
107. Richis, M. L. and P. H. Block(1986), After the new Wears off: The Temporal Context of Product Involvement, Journal of Consumer Research vol:13, September, pp.280-285.
108. Robin Hunicke, Marc Leblanc, Robert Zubek(2004). MDA: A Formal Approach to Game Design and Game Research
109. R Hunicke(2004). MDA: A Formal Approach to Game Design and Game Research.
110. Ron Edwards(2003). Narrativism: Story Now.
111. Schiffman Leon G. and Kanuk Leslie L. (1983), Consumer Behavior, 2nd ed. En-glewood Cliffs., NJ.: Prentice-Hall.
112. Slama, M. E. and A. Tashchian, 1985, Selected Socioeconomic and Demographic Characteristics Associated with Purchasing Involvement, Journal of Marketing, 49: 72-82.
113. Sherif, Muzafer and Cantril, Hadlai (1947). The Psychology of Ego-Involvement. New York: John Wiley and Sons, Inc
114. Sherry, J. L., Lucas, K., Greenberg, B., & Lachlan, K. (2006). Video game uses and gratifications as predictors of use and game preference. In P. Vorderer & J. Bryant (Eds.), Playing computer games: Motives, responses, and consequences. Mahwah, NJ: Lawrence Erlbaum.
115. Smith & Bristor (1994), “Uncertainty orientation: Explaining differences in Purchase Involvement and External Search,” Psychology & Marketing, Vol.11(6), Nov/Dec, p.587-607
116. Speed and Thompson (2000). Determinants of Sports Sponsorship Response. Journal of the Academy of Marketing Science. 28 (2), p226-238.
117. Swan, J. E. and 1.F. Trawick.1981. Disconfirmation of expectation and satisfaction with a retail service. Journal of retailing, 57 (3): 49-67.
118. Yee, N., N. Ducheneaut, & L. Nelson(2012). “Online gaming motivations scale: development and validation.” In Proceedings of the 2012 ACM annual conference on Human Factors in Computing Systems, Austin, USA, 5-10, May, pp. 2803-2806. ACM 2012.
119. Taylor, S. A. and Baker, T. L. (1994), “An Assessment of Relationship between Service Quality and Customer Satisfaction in the Formation of Consumer’s Purchase Intention,” Journal of Retailing, Vol. 70, pp.163-178
120. Tse & Wilton(1998), Models of Consumer Satisfaction Formation:An Extension, Journal of Marketing Research, Vol.25, pp.204-212.
121. Vaughn, R.(1986).How advertising works: A planning model revisited. Journal of Advertising Research, 57-66.
122. Yee, N. (2007). “Motivations of Play in Online Games.” In Journal of CyberPsychology and Behavior, no. 9 (2007): 772-775.
123. Yee, N. (2006). The demographics, motivations and derived experiences of users of massively-multiuser online graphical environments. PRESENCE: Teleoperators and Virtual Environments, 15, 309–329.
124. Yee, N.(2005). Motivations of Play in Online Games .
125. Yee, N. (2005). The Psychology of MMORPGs: Emotional Investment, Motivations, Relationship Formation, and Problematic Usage. In R.Schroeder & A. Axelsson (Eds.), Avatars at Work and Play: Collaboration and Interaction in Shared Virtual Environments (pp. 187–207). London: Springer-Verlag.
126. Yee, N(2004). Unmasking the Avatar: The Demographics of MMO Player Motivations, In-Game Preferences, and Attrition
127. Yee, N (2002),Facets: 5 Motivation Factors for Why People Play MMORPG's.”
128. Richard Bartle (2009). Understand the Limits of Theory. In Beyond Game Design: Nine Steps Towards Creating Better Videogames. Boston: Charles River Media.
129. Richard Bartle(2003). Designing Virtual Worlds.
130. Richard Bartle(1996). Hearts, Clubs, Diamonds, Spades: Players Who Suit MUDs.
131. Richard M. Ryan(2010). A Motivation Model of Video Game Engagement, Review of General Psychology 2010, vol. 14, No. 2, 154-166.
132. Staffan Björk (2012). Gameplay Design Patterns for Public Games,2012-11-15 (Interactive Institute)
133. Taylor, T. L. (2006). Play between worlds: Exploring online game culture. Cambridge, Massachusetts: The MIT Press.
134. Tseng, F-C(2010). “Segmenting online gamers by motivation.” Expert Systems with Applications, vol. 38 (2010): 7693–7697.
135. Tuunanen, J., & Hamari, J.(2012) “Meta-synthesis of Player Typologies.” In Proceedings of Nordic DiGRA 2012 Conference: Local and Global - Games in Culture and Society, Tampere, Finland, 6-8 June, 2012.
136. Warrington, T. B., & Anamaria, N. J. (2000), “Building trust to develop competitive advantage in e-business relationships,” Competitiveness Review, 10(2), 160-168.
137. Westbrook(1980), Robert A,A Rating Scale for Measuring Product/Service Satisfaction,Journal of Marketing (pre-1986); 44, 000004; ABI/INFORM Globalpg. 68.
138. William R. Swinyard(1993); The Effects of Mood, Involvement, and Quality of Store Experience on Shopping Intentions, Journal of Consumer Research, Volume 20, Issue 2, Pages 271–280.
139. Wright, Peter L. (1973 February), “The Cognitive process Mediating Acceptance of Advertising”, Journal of Marketing Research, Vol.10, pp.53-62.
電子全文 Fulltext
論文使用權限 Thesis access permission:自定論文開放時間 user define
開放時間 Available:
校內 Campus: 已公開 available
校外 Off-campus: 已公開 available

紙本論文 Printed copies
開放時間 available 已公開 available

QR Code