Investigation on the Customer Switching Behavior in Online Game

• Main Authors: Hsiao Hung-Yu, 蕭宏宇
• Other Authors: Lee Waiting
• Format: Others
• Language: zh-TW
• Published: 2014
• Online Access: http://ndltd.ncl.edu.tw/handle/81722676888939961066

碩士 === 國立聯合大學 === 資訊與社會研究所 === 103 === With the growth of the online population, the online game industry has been reached saturation. Owing to the online game player’s fragile loyalty, customer’s switching behavior become an important topic in business. Based on quantitative research selected sample of 3,141 online game players, this study aims to analyze their switching behavior, in relation to their stickiness, switching situation and social network. The major discoveries rely on three statements: (1) the players are influenced by cyber acquaintances rather than real-world acquaintances such as classmates or friends; (2) the switching behavior occurs mostly in a quasi-nomadic situation wherein the player acts spontaneously as collective behavior; and (3) the interpersonal link plays an important role so much as it intertwines the stickiness and the switch barriers. Keywords: Online game, stickiness, switching behavior, mining behavior