A Study of Free Online Games Users’ Motives and Consumption Behavior

• Main Authors: Chun-Cheng Chiu, 邱均鉦
• Other Authors: Chia-Chun Wu
• Format: Others
• Language: zh-TW
• Published: 2010
• Online Access: http://ndltd.ncl.edu.tw/handle/46470384580679470088

碩士 === 義守大學 === 資訊管理學系碩士班 === 98 === With the well-developed Internet, the online game has become a new popular industry and a new entertainment option for players. This research was aimed at understanding the relation between consumer motives and consumer behavior when playing free online games, and consumers’ characteristics was also discussed at the same time. Free online questionnaires were conducted to achieve the research purposes. There were 161 people replied it, and 149 questionnaires are effective. The effective rate is 92.55%, and Regression and the analysis of variance (ANOVA) were used to analyze the collected data by the SPSS software. In the conclusion of this study, the use of free online games can be categorized as three main motives, such as "self-affirmation", "social entertainment" and "to avoid attribution". In consumers’ characteristics, age, occupation and monthly income will affect consumer behavior. The three main motives, self-affirmation, social entertainment and to avoid attribution, all have relations with the consumer behavior significantly.