| Summary: | 碩士 === 國立宜蘭大學 === 應用經濟學系碩士班 === 99 === In the past literature of Online Game, many topics of research were use of the Technology Acceptance Model (TAM), and discussion effect almost without the “payment mechanisms”. When players select a product (OLG), not only think about product quality and service quality, but also consider with the interaction of players. Moreover increase the satisfaction and loyalty is the important factor that when player select games.
Therefore, the basic theory of this study we use is European Customer Satisfaction Index (ECSI). Beside, the research extend others factors in order to “product quality”, “service quality”, “fair of game” and “motivation” that were analyzed for the impact of “customer satisfaction” and “customer loyalty”. Through the “Multiple group analysis” of Structural Equation Modeling (SEM), we want to know that would the “payment mechanisms” investigate the Customer Satisfaction Index, or not. Then explore the effect relationship between the variables.
The results indicate that:
1.Online Game Customer Satisfaction Index would be interfered by “pay system”.
2.The effect of model fit the “pay type” is better than “free type”.
3.The effect of “motivation” beliefs on “customer satisfaction”, that the “pay type” is obviously significant but the “free type” is not.
4.The effect of “product quality” beliefs on “fair of game”, that the “free type” is obviously significant but the “pay type” is not.
5.The effect of “motivation” beliefs on “product quality” and “service quality” ,that the “pay type” is better than “free type”.
6.The effect of “motivation” beliefs on “product quality” and “service quality”, “customer satisfaction” beliefs on “customer loyalty” ,that the “pay type” is better than “free type”.
7.The effect of “product quality” beliefs on “customer satisfaction”, “service quality” beliefs on “fair of game”, “fair of game” beliefs on “customer satisfaction”, that the “free type” is better than “pay type”.
|
|---|
