A study of different personality traits on service quality and satisfaction—A case of on-line games

• Main Authors: Hong-hua Wang, 王宏華
• Other Authors: Yi-hui Liang
• Format: Others
• Language: zh-TW
• Published: 2009
• Online Access: http://ndltd.ncl.edu.tw/handle/28881160998923269312

碩士 === 義守大學 === 資訊管理學系碩士班 === 97 === The main mode of internet interaction is multi-media interactive mode through computer-mediated. On-line games have the multimedia, anonymity, interaction, timeliness and non-boundary properties of Internet. They are also the most popular, highly entertaining, and highly interactive in internet applications. Otherwise, Zeithaml, Parasuraman and Malhotra (2002) suggested that the network behavior is related to customer''s psycho-analysis. Based above, this study explored the relationship between personality trait and service quality, satisfaction, repurchase intention. The results showed that “Neuroticism”, “Openness”, “Extroversion”, “Conscientiousness” in five big personalities would influence service quality. “Openness”, “Extroversion”, “Conscientiousness” would influence satisfaction. “Nervous”, “Openness”, “Extroversion”, “rigorous” would affect repurchase intention. This result was consistent with Zeithaml, Parasuraman and Malhotra (2002) research. Furthermore, service quality would positively influence satisfaction. Satisfaction would positively influence repurchase intention. Finally, the findings of this study can supply important information for further improvement and a basis for further research for on-line games industry.