The Study on the Design Quality of Online Games under Kano Model

• Main Author: 陳明煜
• Other Authors: 李銘章
• Format: Others
• Language: zh-TW
• Published: 2011
• Online Access: http://ndltd.ncl.edu.tw/handle/48369233907053254311

碩士 === 佛光大學 === 管理學系 === 99 === With the booming of the online game industry, the game types which games consumers can choose are more diverse, but it is more and more difficult to catching on the hearts of consumers in the long-term. Many of the literatures related to the quality of online games, had added the three dimensions, system quality, information quality, and service quality, to the study. However, reviewing the domestic literatures, there is no research focus on the design quality of online games. Even though a few articles mention the importance of design quality, but they are lack of substantial support. Therefore, this study will explore the two-dimensional Kano model to discuss online game industry in all aspects of the design quality. As the results, online game industry could improve the quality factors which the consumers care about, enhance consumer satisfaction, and attract more game consumers. By empirical results, the quality design elements of online games are significantly different on the classification under Kano two-dimensional quality model. In addition, the online game industry can focus on "the story of the games development", "the art style consistent with the role of the online games", and "the variety of roles in line with the background story of online games" etc., and developed customer service differentiation strategy to attract customers on the three charming high-quality factors. Moreover, the other two elements, "the stability of game servers" and "connection speed of the games" are the urgent of improvement for the online gaming industry. In the chi-square independence test of population statistic variables, the results show that female consumers are in the screen for the game art style, comfort, and extra requirements; 20 to 25 years old consumers take sights on the enough information on the game's official website; college-educated consumers consider that online game in the diversity of roles and the diversity of props and equipment are the needed condition; and senior consumers put attention to the expertise of consumer services and various quests.