A Study on the Influencing Factors of Online Game players'' Loyalty

• Main Authors: Yu-Jyun Lin, 林昱君
• Other Authors: Szu-Yuan Sun
• Format: Others
• Language: zh-TW
• Published: 2014
• Online Access: http://ndltd.ncl.edu.tw/handle/52840312861917433268

碩士 === 國立高雄第一科技大學 === 資訊管理系企業電子化碩士班 === 102 === As the internet pervasive, more and more company joined to this online game market and tries to gain profit in this market. However, the key to success in this market is consumer satisfaction and loyalty. Because the cost of attracting new customers is much higher than the cost of retaining old customers, keeping customers loyal is a crucial issue for service firms. This research explores how playfulness and switching barriers, system quality, brand image, satisfaction and trust influence customer loyalty. To test the proposed research model, a survey research methodology was used. Paper survey and online survey was distributed to online game users. A total of 231 valid questionnaires were returned. Use PLS statistical tools performed ANOVA such as data analysis, understand online game player behavior patterns.