| Summary: | 碩士 === 德明財經科技大學 === 服務業經營管理研究所 === 97 === Abstract
Online game industry is currently the core of the digital entertainment industry and it is also emerging for just over a decade. According to the 2006 statistics of MIC (Market Intelligence & Consulting Institute) 2006, Taiwan's online gaming population has exceeded 4.5 million; the survey in 2007 showed that for the past three years, the online games has been first of frequently use network entertainment. In November 2008 accordance with Business Next reported that the online games created “Otaku Economy” is one of the few rising trend of the industry under the current downturn period. And in the “Otaku Economy” of sustainable development impetus to the opportunity of demand for the hardware products, peripheral commodities and be course of that the related industries and academia start to pay close attention to the online games development in recent years. But when we look at academic research that the most points of view is problem of Internet addiction brought by online games. However, the undeniable fact that online game creates a virtual space to let players to experience in the game and the player experience and the behavior unifies, the feelings of player from the game experience lead to psychological changes and to obtain experience and if it combine with e-learning features that not only provide entertainment but both function and meaning of education.
Therefore, this study has two purposes: One is to construct the online game player’s experience scale, by trying on experiential marketing point of view that four dimensions are extracted with good reliability and validity. For players, audio-visual interactive experience, escapism and interpersonal relationship experience, word-of-mouth experience and game services provided experience are four most important experiences. The second purpose is to analyze the relationships between player’s experience, flow and satisfaction by using structural equation modeling (SEM). Findings and practical implications : 1. Online game player’s experiences have significant direct effects on flow; 2. Online game Player’s experiences have significant direct effects Satisfaction; 3. Online game player’s flow experiences have significant direct effects Satisfaction; 4. Online game player’s flow experiences have significant intermediary effects player’s experience and satisfaction; 5. Promote online game player’s escapism and interpersonal relationship experience to strengthen the flow experience of deepening phase of the game. This study will provide a reference of experience marketing strategy for game industry in the experiential marketing.
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