A Behavior Analysis of Online Game Player Virtual Item Cash Transaction

• Main Authors: Tzu-Kai Sun, 孫自凱
• Other Authors: Hong-Tu Liao
• Format: Others
• Language: zh-TW
• Published: 2007
• Online Access: http://ndltd.ncl.edu.tw/handle/78334872561299219954

碩士 === 世新大學 === 資訊管理學研究所(含碩專班) === 95 === With the prevalence of the internet during these years, online games have become one part of peoples’ daily life. However, many related issues may occur with the bloom of online games, among them, one of the most significant issues is about the cash transaction of online game treasure. Due to the uncertainty of the position of such a transactional behavior and the argument of the online game treasure ownership, this problem becomes an endless controversy between online game corporations and online gamers. This study was authorized by the most popular online game website (BAHAMUT) of the Chinese community. Through the methodology of online questionnaires towards the audiences of online gamers, it was aimed to collect and analyze the correlation between the personal and the external environmental factors of the participants and their online transactional intentions, so as to find out the key factors that influence the gamers’ online transactional behaviors. There are 3770 pieces of valid questionnaires available in this thesis. The amount of the collected quantitative data can demonstrate the unique representation among other similar studies. It has been successfully figured out the multiple key factors that impact on the online transactional intention of the online gamers and found out the blue ocean group of the online game market; meanwhile, the results of this study would be offered to the related governmental organization, academic institutions and online game corporations through the authorization of the delegated corporation, for the future application in making related policy or operational direction, and developing effectively the newly discovered blue oceans.