體驗行銷對線上玩家的消費行為與品牌態度的影響之研究─以OPEN!CITY為例

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Title:	體驗行銷對線上玩家的消費行為與品牌態度的影響之研究─以OPEN!CITY為例
Authors:	蔡瑋玲
Contributors:	新聞學系
Keywords:	社群遊戲 social game 體驗行銷 experiential marketing 消費行為 consumption behavior 品牌態度 brand attitude
Date:	2012
Issue Date:	2012-11-20 09:55:13 (UTC+8)
Abstract:	社群網站Facebook與網頁遊戲結合成為一種新的社群遊戲，虛擬的遊戲空間提供了使用者新的體驗環境。而過去的文獻大多以實體體驗環境或網路購物體驗探討為主，然而，隨著遊戲玩家逐漸增多的新趨勢中，卻鮮少以社群遊戲為切入點來討論體驗行銷。因此，本研究著重於遊戲玩家的體驗與消費行為和品牌態度之討論。其目的為探討玩家參與遊戲時所受到的體驗影響、體驗遊戲前後的消費行為和品牌態度之異同。研究方法主要經由網路問卷調查，並且以立意抽樣法將問卷放置OPEN!CITY討論區，之後進一步針對遊戲沉浸程度較高和沉浸度較低的玩家，進行線上深度訪談。深入探討玩家在感官體驗、情緒體驗、思考體驗、行動體驗和關聯體驗，各個體驗中更詳細的體驗情形。本研究的有效問卷為262份，以及深度訪談二名玩家後，有以下發現：第一，遊戲玩家首重感官體驗；第二，玩家的遊戲沉浸程度不同對於體驗亦有所差異；第三，玩家的行動體驗具有對其品牌態度和消費行為之最佳預測力；第四，實體情境之體驗行銷和虛擬情境之體驗行銷有所差別；第五，社群遊戲在體驗過程中所扮演的新角色與過去有所不同。最後，根據本研究的結果建議在實務方面：第一，藉由遊戲導入品牌的延伸商品；第二，創造虛擬遊戲人物增加忠誠度。而在學術方面，對於後續研究者建議：一、增加遊戲玩家的人格特質變項；二、可向不同的社群遊戲進行體驗比較。 Facebook and web games have become the new social network sites (SNSs), so the game users experience a new virtual playing situation. The purpose of this study is to investigate “the influence of players’ experience to play OPEN! CITY” and “the difference of players’ consumption behavior and brand attitude before and after experiencing the games”. Both the quantitative and qualitative methods are used in this study. First, this study utilized questionnaires through the Internet. The purposive samples were collected from the OPEN! CITY game forum. Furthermore, this study elected a high “immersion experiences” players and a low “immersion experiences” players to conduct in-depth interviews. This study collected 262 samples through the on-line questionnaire survey. The results are as follows: First, the on-line game players emphasize on sensory experiences. Second, players with different immersion levels have different experiences. Third, the acting experiences are the most effective variable to predict player’s brand attitude and consumption behaviors. Then, there are different experiential marketing between the entity situation and the virtual situation. Finally, SNSs become a new factor in experiential marketing. Based on the above finding, this research suggest: First, to introduce a new brand or merchandise by utilizing the social game. Second, to invent virtual characters is for increasing the loyalty. In addition, this study suggests for the further researches to add different variables of the personality of social game players, and extend to research more types of social games.
Appears in Collections:	[Department of Journalism & Graduate Institute of Journalism] thesis

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