Applications of Service Quality Scale and Perceived Value Model to Identify factors Affecting Taiwan Online Gamer’s Repurchase Intention: Case of MMORPG

• Main Authors: Li-Yuan Wu, 吳力源
• Other Authors: 作者未提供
• Format: Others
• Language: zh-TW
• Published: 2005
• Online Access: http://ndltd.ncl.edu.tw/handle/cn4gut

碩士 === 銘傳大學 === 傳播管理研究所碩士班 === 94 === Online Game Industry is the most prosperous and successful one among categories of digital content industry. However, due to saturation of Taiwan market and risks of self-developed games, it is definitely a great challenge for Online Game companies to consolidate their customer basis. Those online game companies, which in the past mainly focused on the software development and dealing with a few key clients, now turn to service for millions of users in the market directly. After MMORPG having become popular, a variety of problems related to MMORPG are emerging, including its quality and service. Consequently, this research applies “service quality and perceived value” model to analyze MMORPG users’ repurchase intention. The analysis of those factors affecting users’ repurchase intention is based on marketing and CRM perspectives, which helps explain the reasons of consumers’ behavior and offer management team and researcher with more strategic options. The perceived value causal model provides analytic framework for this research. Furthermore, the use of cheating programs and virtual goods transaction also do bring about the poor quality of MMORPG and drive consumers away. This research also makes a descriptive analysis on above-mentioned phenomena. This research finds out that consumers’ repurchase intention of MMORPG is influenced by service quality and value that they perceive, but might not be influenced by alternatives. As a result, consumers may quit playing and hence decrease simultaneous online user number and revenue that online game companies pursue. The conclusion suggests online game companies should either enhance service quality that enhances perceived value or reduce perceived cost; the government and online game companies should find ways to control and manage the phenomena of cheating programs and virtual goods transaction.