| Summary: | 碩士 === 銘傳大學 === 企業管理學系碩士班 === 103 === This study selects the fans page of the mobile game “Tower of Saviors” as the research target. This study aims to investigate the effects of utilitarian value, hedonic value and information quality on mobile gamer’s continuance participation for game fans page and game loyalty. Beside, this study also exams the moderating effect of value co-creating. Those gamers who have ever browsed Tower of Sariors fan page are set as the research objective. The final sample was comprised of 502 valid questionnaires. The empirical results indicate that hedonic value and information quality (including completeness, accuracy, format and currency) can positively affect continuance participation. However, utilitarian value negatively affects continuance participation. Besides, continuance participation can positively affect game loyalty. Finally, value co-creating can moderate the relationship between continuance participation and game loyalty. The results can supplement the literature of utilitarian value and hedonic value for the game fans pages field. The mobile game companies also can apply these empirical results to implement some marketing strategies.
|
|---|
