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博碩士論文 etd-0724117-181448 詳細資訊
Title page for etd-0724117-181448
論文名稱
Title
促銷手法與購買意圖之研究:感知價值的中介效果以及玩家類型的干擾效果
From promotion to purchase: The mediating effect of perceived value and moderating effect of player types.
系所名稱
Department
畢業學年期
Year, semester
語文別
Language
學位類別
Degree
頁數
Number of pages
73
研究生
Author
指導教授
Advisor
召集委員
Convenor
口試委員
Advisory Committee
口試日期
Date of Exam
2017-07-12
繳交日期
Date of Submission
2017-08-29
關鍵字
Keywords
遊戲內購買意圖、手機遊戲、享樂價值、購買意圖、功能價值、促銷策略
in-app purchase intention, mobile game, promotion strategies, hedonic value, utilitarian value, purchase intention
統計
Statistics
本論文已被瀏覽 5984 次,被下載 36
The thesis/dissertation has been browsed 5984 times, has been downloaded 36 times.
中文摘要
隨著科技的進步,網路已成為我們日常生活中不可或缺的元素。現代人大多使用網路進行聯絡、社交、購物以及其他活動。其中,手機遊戲為一相當受歡迎的休閒活動,因此手機遊戲存在著相當大的商機。遊戲開發者希望增加能手機遊戲的收入,促銷是提高銷售的一種常見策略。然而銷售策略有很多種,但並不清楚哪種才是最有效的,因此我們想了解何種促銷策略可以帶來更好的效果。我們將促銷策略分為四種,並比較它們將帶來什麼樣的價值,以及如何影響購買意圖,接著我們將玩家分為不同種類型,我們進一步比較不同的銷售策略是否會對不同類型的玩家帶來不一樣的影響。我們以手機遊戲【陰陽師】為例,針對陰陽師玩家以網路問卷的方式蒐集資料,共收了399份問卷,有效問卷為338份將收到的數據加以分析,確認不同的促銷模式將帶來不同程度的效益,以及不同類型的玩家對於促銷策略將產生不同的影響。
我們研究的結果顯示促銷策略可以產生不同的價值且受到等級高低及購買經驗所調節。購買經驗對於享樂性價值影響遊戲內購買意圖有調節作用而對功能性價值影響遊戲內購買意圖無調節作用;等級高低對於享樂性價值及功能性價值影響遊戲內的購買意圖則無調節作用。
Abstract
The Internet has become an indispensable part of our daily lives. Many people use the Internet to communicate, socialize, make purchases, among other things. Playing mobile games is one of the popular forms of entertainment on the Internet and this represents huge business opportunities for game developers. The developers want to increase the revenue from mobile games and promotion is a common strategy adopted by them to increase sales.
Among the many strategies chosen, it is not clear which is the most efficient. In this study, we attempt to understand the promotion strategy that can have a greater effect on consumers. We analyze four types of promotion strategies to compare their impacts. We also compare the impact of the different strategies on different categories of players. Data were collected from players of Onmyoji, a popular mobile game.
The following are the main results of our study. Promotion strategies can create different levels of value and are moderated by the rank and pay experience of players. The pay experience moderates the relationship between hedonic value and in-app purchase intention but it does not moderate the relationship between utilitarian value and in-app purchase intention. Further, the ranks of players does not have a significant effect in moderating the relationship between hedonic or utilitarian value and the in-app purchase intention.
目次 Table of Contents
論文審定書 i
中文摘要 ii
Abstract iii
Contents v
List of Figures vii
List of Tables viii
1.Introduction 1
1.1 Research Background 1
1.2 Research Motivation 2
1.3 Research Purposes 3
2. Theoretical background 4
2.1 Purchase intention 4
2.2 Hedonic value and utilitarian value 7
2.3 Promotion strategies 9
2.4 Types of players 11
3. Research Model and Methodology 13
3.1 Research model 13
3.2 Sampling and Data Collection 22
3.3 Demographic Analysis 25
3.4 Non-Response Bias 27
3.5 Constructs and Measurements 28
3.6 Measurement Model 30
4. Analysis and Discussion 37
4.1 Data Analysis 37
4.2 Discussion 40
5. Conclusion 48
5.1 Conclusion 48
5.2 Academic implications 50
5.3 Practical implications 50
5.4 Limitations 51
Reference 53
Appendix 58
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