| Summary: | 博士 === 國立中央大學 === 企業管理研究所 === 97 === According to Holbrook’s (1994) perspective, the effect of the consumers’ experiential value on their satisfaction can be divided into four aspects: Aesthetic appeal, Playfulness, Service excellence and Consumer return on investment. In addition, the research from many scholars has pointed out that the consumers’ lifestyles have a prominent effect on their consuming behavior. Since online gaming has become a fashionable pursuit among young consumers, this research targets young students and social public in the northern district and investigates the effects of conceptual elements such as experiential value, life styles, and satisfaction upon the gamers’ behavior. Based upon the design of questionnaires, followed by pretest, test, and retest, the research study obtained 211 valid questionnaires from which the study was conducted. The research uses confirmatory factor analysis with orthogonal rotation for validity examination. As to the analysis of information, the research employs Cronbach’s alpha for reliability and uses LISREL model to examine the goodness of fit. GFI estimated value is 0.9478 which means the fit of the model is adequate. According to the research finding, among ten dimensions of experiential values, there are two dimensions considered to be significant. Among six dimensions of lifestyle, there are two significant dimensions. The research finding also reveals that the hypothesis of causation among some of the variables of the model is supported. The significance of the conclusion of this research with respect to academic theory, research method and empirical application is as follows: 1. The research verifies evidence of consumers’ behavior model with regard to the process by which Taiwan online game consumers transform their experiential value to satisfaction. This allows one to further explore the consumers’ characteristics of unique consuming behavior. 2. Via the analysis of the LISREL model, the research assists one with a greater understanding of the causation mechanism of consumer behavior. 3. Due to rapid transition of the environment, one can no longer elaborate consuming behavior according to the previous theories. 4. The finding of this research is beneficial for the marketing research and can function as guidance for a virtually unlimited source of further research projects.
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