| Summary: | 碩士 === 臺北城市科技大學 === 資訊應用產業碩士專班 === 102 === The purpose of this paper is to investigate the model on consumers’ behavior of Chinese online game. We adopt three dimensions to build the structural model of consumers’ behavior including endorsers, motivation and perceived quality. The research data were analyzed mostly by utilizing the software of SPSS-22.
The architecture of the study is as follows: First, there were three major kinds of endorsers, expertise, trustworthiness and attractiveness. Secondly, there were three major kinds of perceived quality, system quality, service quality and game quality. Third, there were three major kinds of motivation, entertainment motivation, social motivation, achievement motivation. Hereafter, Confirmatory Factor Analysis and One-Way ANOVA Analysis are used for analysis.
In the conclusion of this study, consumer’s characteristics will not hardly affect consumer behavior.The three factor, Endorsers, Perceived Quality and Motivation, almost be relations with the consumer behavior significantly.
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