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The defense date of the thesis is 2018-07-19
The current date is 2019-06-20
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URN etd-0719118-111729 Statistics This thesis had been viewed 106 times. Download 0 times. Author Xue-Xin Chen Author's Email Address No Public. Department Management Business Administration Year 2017 Semester 2 Degree Master Type of Document Master's Thesis Language Chinese&English Page Count 188 Title MMORPG ONLINE GAME PLAYERS' PURCHASE INTENTION OF GAME ITEMS AND GAME POINT CARDS Keyword online game customer engagement MMORPG purchase intention theory of consumption value (TCV) theory of consumption value (TCV) purchase intention MMORPG customer engagement online game Abstract A good game experience can inspire the player's intention to play the game, and ultimately lead to the player's intention to modify the game, especially the massive multiplayer online role-playing game (MMORPG). Online games have been thriving for more than a decade. In Taiwan, MMORPG has become one of the essential activities for many people's daily life and entertainment. The limitation is that the factors that encourage players to spend money online are not specifically studied.
Previous studies have shown that game customization and social interaction can influence the sale of online game products through psychological engagement. The theory of consumption value is discussed in many fields as a factor to influence consumers' purchase intention. Therefore, this study will propose game customization, perceived value and social interaction as factors positive influence game items and game point cards purchase intention. In order to further understand whether game customization, perceived value, and social interaction will positively influence game items and game point cards purchase intention. This study proposes to game customization through character identification, perceived value through game satisfaction, social interaction through engagement positively influence game items and game point cards purchase intention to understand game players’ items and game points card purchase intention in the game. In addition, the study also analysed whether character identification can positively influence game satisfaction and whether game satisfaction can positively influence engagement.
In this study, 288 MMORPG valid questionnaires were collected. Structural equation model (SEM) analysis shows that game customization positively influence game items and game point cards purchase intention through character identification; social interaction positively influences game items and game point cards purchase intention through engagement, but perceived value can't positively influence game items and game point cards purchase intention through game satisfaction. In addition, character identification positively influences game satisfaction; game satisfaction positively influences engagement. Respondents to this study were all from players who had played MMORPGs, and the finding provided further evidence for the application of perceived value in online games. The results also provide suggestions for game developers and distributors in Taiwan to provide marketing of game items and game point cards.
Advisor Committee Mei-Fang Chen - advisor
Ming-Chuan Pan - co-chair
Na-Ting Liu - co-chair
Files Date of Defense 2018-06-21 Date of Submission 2018-07-19