A Research on the OLG Repurchase Behavior：And a Reconsideration of the Steps Design of Attitude Scales
碩士 === 世新大學 === 資訊管理學研究所(含碩專班) === 99 === This empirical study included two parts：The first was the influence of “service quality and “customer satisfaction” to online game repurchase behavior. Most of previous studies in “repurchase behavior" used to employ "attitude"...
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| Format: | Others |
| Language: | zh-TW |
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2011
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| Online Access: | http://ndltd.ncl.edu.tw/handle/01015184931984495701 |
| Summary: | 碩士 === 世新大學 === 資訊管理學研究所(含碩專班) === 99 === This empirical study included two parts：The first was the influence of “service quality and “customer satisfaction” to online game repurchase behavior. Most of previous studies in “repurchase behavior" used to employ "attitude" scales to measure “behavior”. This study attempted to collect data from real purchasing behaviors. The second part was a methodological issue on the steps design of attitude scales. This part compared the five-point scale with the percentile scale and explored its implication based on the theories of "Relative Objectivity" and "Culturally Localizational Adoption". Results of the first part showed that there was no relationship between service quality, customer satisfaction and repurchase behavior that was inconsistent with the previous research. There were two possibilities of this difference; either this study‟s sampling design is not good enough or the attitude scales that were employed by previous research were not appropriate instruments to measure behaviors. Results of the second part suggested both the five-point scale and the percentile scale had good reliability and high correlation to each other that were satisfied with the requirement of “Relative Objectivity". However, the percentile scale had higher explanatory capability in details than five-point scale. For example, the percentile scale could define the “Qualification Point” much clearer than the five-point scale. The percentile scale would have an advantage over five-point scale in light of "Culturally Localizational Adoption" in the near future.
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