| Summary: | 碩士 === 國立彰化師範大學 === 企業管理學系 === 106 === With the widespread use of the smartphone, mobile game is significantly expanding among smartphone users. The study was to examine the effects of mobile game product quality and service quality on consumer purchase intention. The study recruited Taiwanese mobile game players as subjects for data collection with the aid of a questionnaire developed by the study. The data of the study were analyzed to investigate the direct effects of mobile game product quality and service quality on consumer purchase intention and their indirect effects on consumer purchase intention with consumer satisfaction used as a mediating variable. With gender used as a moderator variable, the study examined the moderating effects of gender on the influence of product quality, service quality, and consumer satisfaction on consumer purchase intention.
As shown by the results of the study, mobile game product quality and service quality had significant direct effects on consumer satisfaction and consumer purchase intention. With consumer satisfaction used as a mediating variable in the study, product quality and service quality were found to have significant indirect effects on consumer purchase intention. Gender, as a moderator variable, had no statistically significant moderation effects on the influence of product quality, service quality, and consumer satisfaction on consumer purchase intention.
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