A Study of Customer Switching Behavior for Online Game User

• Main Authors: Yi-Pei Chang, 張意珮
• Other Authors: Yao-Chin Lin
• Format: Others
• Language: zh-TW
• Published: 2002
• Online Access: http://ndltd.ncl.edu.tw/handle/03856461863855382753

碩士 === 元智大學 === 資訊管理學系 === 90 === Customer Switching Behavior is a very important topic in customer relationship management. It negatively influences market share and returns of business. The Development of Broadband network promotes online game industry. In Taiwan, online game market rises and develops from 2000, now get into mature period. How to effectively retain user is a challenge to online game companies in the future. This study bases on Customer Switching Model of Keaveny. In this study, we reconsider several key factors influencing online game users switching behaviors, including satisfaction, regret, switching barriers, usage characteristics, usage behaviors and reference groups. We ask subjects to answer the questionnaire in the network, and the data collected from 573 effective samples are analyzed by ANOVA analysis. The major findings of the study are (1) There are some distinction between online game users and users of general services and products. The Core Services are significant both on satisfaction and regret. Pricing, Inconvenient and Service Encounter are just significant on regret. Time switching costs is the only switching barrier for online game users. (2) Online game users with different usage experiments, the evaluations of satisfaction, regret and switching barriers are different. (3) No matter the substantial reference groups or virtual reference groups, the identification influence significantly affects online game user. Finally, some suggestion and marketing strategies are provided in this study.