三篇台灣線上遊戲市場擴散之研究

以作者查詢圖書館館藏

、以作者查詢臺灣博碩士

、以作者查詢全國書目

、勘誤回報

、線上人數：8

、訪客IP：3.144.86.153

姓名

高莉雅(Leticia L. Y. Kao) 查詢紙本館藏

畢業系所

企業管理學系

論文名稱

三篇台灣線上遊戲市場擴散之研究
(Three Essays on the Study of the Diffusion of Online Games in Taiwan)

相關論文

★ The Relationship between Team Identification, Perceived Congruence, and Sponsor Credibility on Sports Team Sponsor’s Brand Equity in a Cross-Country Context	★ 行銷通路策略全球在地化的實例探討
★ 跨國間買家與賣家交換關係之「合夥行為」前置因素的研究	★ The Use of Influence Strategies in Marketing Channel Relationships: A Meta-Analytic Review and Assessment of the Antecedents and Outcomes
★ An Empirical Investigation of the Antecedents and the Consequence of Consumers’ Perceived Social Media Advertising Value in Southeast Asian Transitional Economies	★ 消費者包裝中的負面情緒：宗教，個人規範和唯物主義的作用
★ 虛擬社群與虛擬經驗、網路練達性、產品知識與產品資訊搜尋成本對消費者認知風險影響之研究—以電腦遊戲軟體為例	★ 上游供應商網站經營模式對通路權力來源及通路氣候影響之研究
★ 影響不同產業間企業導入電子商務後經營績效之因素探討	★ 外銷通路衝突管理之探討~以快速開發國家台灣為例~
★ 資訊品質、關係行銷、與安全性對電子商務績效之影響-以企業與顧客雙觀點比較之實證研究	★ 通路流透過網際網路執行的探討--從消費者的角度觀之
★ 國家形象對品牌權益影響之研究	★ 組織學習、核心能力與EC導入動機對於企業導入EC後之經營績效的影響
★ 品牌權益、品牌聲譽一致性、品牌互補性、以及品牌來源國對品牌聯盟成效之影響	★ 體驗行銷：模型發展與實務驗証

檔案

[Endnote RIS 格式]

[Bibtex 格式]

[相關文章]

[文章引用]

[完整記錄]

[館藏目錄]

[檢視]

[下載]

本電子論文使用權限為同意立即開放。
已達開放權限電子全文僅授權使用者為學術研究之目的，進行個人非營利性質之檢索、閱讀、列印。
請遵守中華民國著作權法之相關規定，切勿任意重製、散佈、改作、轉貼、播送，以免觸法。

摘要(中)

毫無疑問地，線上遊戲已經成為世界的一種潮流。為什麼線上遊戲會在如此短的時間內成為這樣受歡迎的焦點呢？線上遊戲擴散的研究能夠協助我們來了解此一特殊現象。因此，著重於線上遊戲採用的三篇研究便因應而生。以下將針對各研究作一簡單介紹：
發表於嘉義大學之第二屆服務業行銷暨管理學術研討會中的第一篇研究，命名為 “Online game marketing: A review on the rise, recent advances, and the future”。該研究嘗試著介紹線上遊戲這個新勢力以及其在四大市場之現況與未來發展，此四大市場分別為：南韓、美國、台灣與日本。此研究亦發掘了許多線上遊戲市場上的特殊行銷現象。
由於台灣為全球線上遊戲的第二大市場，以及本研究之研究中心，因此，以下兩篇研究則以台灣線上遊戲玩家為主要研究對象來探討影響線上遊戲採用之因素。接著，考慮了各相關學者理論所需蒐集之資料及其穩健性，本研究決定採用Rogers的 “Diffusion of Innovation” (DOI) 理論。此理論中提出了兩種影響消費者採用產品意願的因素：內部因素（消費著的特質）與外部因素（對創新產品的認知）。第二篇研究著重於DOI理論的內部因素的探討，命名為 “An investigation of the diffusion of online games in Taiwan: An application of Roger’s Diffusion of Innovation theory”。該文章在2004年發表於 “The Journal of American Academy of Business”期刊。該研究之研究結果支持了Rogers的理論，並發現在這些影響玩家線上遊戲態度的內部因素中有干擾變數的存在。
命名為 “A study of the perceive recognition affecting the adoption of innovations in respect of the online game in Taiwan” 的第三篇研究發表於淡江大學的2004年管理科學與經營決策國際學術研討會。該研究著重於DOI理論中外部因素的探討。研究結果亦支持DOI理論中所提出之使用者對線上遊戲的採用傾向受到相對優勢、相容性以及複雜性的影響。針對研究結果對於可嘗試性與易顯性兩項因素的不支持，本研究亦提出因子的影響力會根據不同類型的風險而改變。此外，結果亦證實影響因子的效力會隨時間而改變。

摘要(英)

There is no doubt that playing online games, a new style of the Internet-driven entertainment, has become a trend throughout the world. Why online games do becomes such a popular attraction by the society within a very short period of time? The study of online game diffusion can help to answer the un-believable phenomenon. Three essays centered on the study of the adoption of online games are therefore conducted. These essays are discussed below:
The first essay, titled “Online game marketing: A review on the rise, recent advances, and the future”, was presented at “The 2nd Conference on Services Marketing and Management in 2003” in National Chia Yi University of Taiwan. The paper attempts to introduce the new force of online games, and its current and future situations in the four major markets, i.e., South Korea, the USA, Taiwan, and Japan. It also seeks to explore some special marketing phenomena within this subject matter.
As Taiwan represents the second large market, as well as the research center, the last two essays concentrate on Taiwan’s online game players to identify factors to affect the adoption of it. In view of the availability of required data and its robustness recognized by academics, Rogers’ “Diffusion of Innovation” (DOI) theory is adopted as the theoretical ground. Two main types of factors that affect consumers’ inclinations of adoption, i.e., internal factors (consumers’ characteristics) and external factors (perceived attributes of innovations), have been portrayed within the DOI domain. The second essay, titled “An investigation of the diffusion of online games in Taiwan: An application of Roger’s Diffusion of Innovation theory”, focuses on the internal factors of the DOI theory. This paper was accepted by “The Journal of American Academy of Business” in 2004. The final research findings supported Rogers’ theory, and for further DOI theoretical expansion, the study suggested a moderator of these internal factors in influencing players’ attitudes on online games.
Titled “A study of the perceive recognition affecting the adoption of innovations in respect of the online game in Taiwan”, and presented at “The 2004 International Conference in Management Sciences and Decision Making” held at Tan-Chiang University of Taiwan, the third essay concentrates on external factors brought from the DOI domain. The findings of the essay also support the DOI theory that users’ inclinations of adoption of online games are influenced by relative advantage, observability compatibility, complexity and trialability. In addition, the evidences also indicate that the effects of influences will change over time and by different types of risks, a very important point that has never been explored by the Roger’s DOI School.

關鍵字(中)

★ 資訊科技
★ 線上娛樂
★ 創新擴散
★ 線上遊戲
★ 電子遊戲

關鍵字(英)

★ Information Technology
★ Online Entertainment
★ Diffusion of Innovation
★ Electronic Game
★ Online Game

論文目次

Essay One:
A Review of the Rise, Recent Advances, and the Future of Online Games
Abstract 1
1. Introduction 1
2. Background 2
2.1. Different types of electronic games 2
2.2. History of Online Games 3
3. Market Development 4
3.1. Market Development in South Korea 5
3.2. Market Development in United States 6
3.3. Market Development in Taiwan 7
3.4. Market Development in Japan 7
4. Recent Specific Phenomena and Future Implications/Applications 9
4.1. High Level of Customer Loyalty: The Rule of Thumb 9
4.2. The Popularity of Action Games with Role-playing Styles 10
4.3. Puzzle: Localization vs. globalization 11
4.4. The Emergence of Virtual Treasures/assets 12
4.5. The Captivating Power of Word of Mouth at the Internet Café 13
4.6. Advergaming -- A New Online Game Business Model 15
5. Conclusions 16
6. References 17
Essay Two:
An Investigation of the Diffusion of Online Games in Taiwan: An Application of Roger’s Diffusion of Innovation Theory
Abstract 21
1. Introduction 21
2. Literature Review 23
2.1. Online games 23
2.2. Diffusion of Innovation Theory 24
3. Research Methodology 27
3.1. Questionnaire design and pre-testing 27
3.2. Sampling and data collection 28
4. Data Analysis 28
4.1. Participant’s Demographic Statistics 28
4.2. Adoption clusters/categories 29
4.3. Participants’ characteristics and behaviors across clusters 30
4.4. A comparison of the participants’ adoption behaviors towards online games and general products 34
5. Conclusion 35
6. References 37
Essay Three:
A Study of the Perceived Recognition Affecting the Adoption of Innovation in Respect to the Online Game in Taiwan
Abstract 40
1. Introduction 40
2. Literature Review 42
3. Hypothesis Development 44
3.1. Relative advantages 44
3.2. Compatibility 46
3.3. Complexity 47
3.4. Trialability 48
3.5. Observability 48
4. Research Methodology 49
4.1. Scale operationalization 49
4.2. Questionnaire pre-testing 51
4.3. Sampling and data collection 51
5. Data Analysis and Result 51
5.1. Reliability analysis 51
5.2. Participants’ demographic statistics 52
5.3. Hypotheses testing and results 53
6. Conclusion 55
6.1. Discussion 56
6.2. Practical implications 57
6.3. Future research 57
7. References 58
LIST OF TABLES
Table 1- 1 Global Electronic Game Market Sales (Millions US$) 3
Table 1- 2 General situation of Internet, PC Cafés, and online games in the major leading markets 8
Table 2- 1 Participants’ demographic statistics 29
Table 2- 2 The proportion of online game players and non-players 29
Table 2- 3 Online gamers’ adoption behaviors in each cluster 30
Table 2- 4 Characteristics across clusters 31
Table 2- 5 Gender and educational level 32
Table 2- 6 Information sources and information spreading 33
Table 2- 7 Participants’ general product adoption behaviors in each cluster 34
Table 2- 8 A comparison of participants’ adoption behaviors towards general products and online games 35
Table 3- 1 The reliability (Cronbach’s α value) of the research variable scales 52
Table 3- 2 Participants’ demographic statistics 53
Table 3- 3 Multiple-Logistic regression results 54
Table 3- 4 Logistic regression based on gamer and non-gamer categories 55

參考文獻

Essay One:
1. American Marketing Association (1995), Dictionary of Marketing Terms,
2nd Edition, American Marketing Association.
2. Chang, W.C. (2002), A Study on the Relationship between Online Game
Software Design Factors and User Satisfaction, unpublished Master
Thesis, Department of Information Management, Tamkang University,
Taiwan.
3. Chen, C.L. (2001), A Study of Customer Loyalty for Online Games,
unpublished Master Thesis, Department of Business Administration,
National Taiwan University of Science And Technology, Taiwan.
4. Chen, S.Y. (2001), “The Applaud of Online Game Website doesn’t
Attract a Large Audience,” 2001/2/15, quote from:
http://www.find.org.tw/0105/home_new.asp
5. Cheng, M.S., Chen, M.K. and Wu, S.H. (2002), “The Moment of
Development of Online Game in Taiwan,” Software Industry Service
Newsletter, 46, 9-21.
6. Chiang, C.T. (2001), “NetValue: The Rate of Connecting Internet in
Taiwan Family is in the Fourth Place around the World,” 2001/4/3,
quote from: http://www.find.org.tw/0105/home_new.asp
7. Saunders, C. (2001), “Offline Brands Turning to Advergaming,”
2001/3/27, quoted form:
http://www.internetnews.com/IAR/article.php/12_725181
8. Customers’ Foundation, Taiwan Taipei (2003), “Stealing Online Game
Assets is a Crime,” 2003/1/9, quote from:
http://www.epochtimes.com/b5/3/1/9/n264110.htm
9. Hanson, W. (2000), Principle of Internet Marketing, South-Western
College Publishing.
10. Ho, P.J. (2002), “Japanese SANGO Entered Taiwan to Occupy the
Market,” UDN.com, 2002/7/10, quote
from:http://archive.udn.com/2002/7/10/NEWS/INFOTECH/GAME/898528.shtml
11. Hopper, J. (2002), “The Online Games People Play,” BrandWeek, 43
(1), 16.
12. Huang, H.C. (2002a), “To Understand the Operation Model of Broadband
from Depreciation and the Appeasement of the Growth Rate of Users,”
2003/1/5, quote from: http://www.find.org.tw/0105/home_new.asp
13. Huang, H.C. (2003b), “The Policy of Broadband in South Korea,”
2003/2/17, quote from: http://www.find.org.tw/0105/home_new.asp
14. Huang, H.C. (2003c), “To Know The Development Model of Wireless
Games from Internet Generations in Taiwan: The Next Chapter of Online
Game,” 2003/3/12, quote from:
http://www.find.org.tw/0105/home_new.asp
15. Ihlwan M. (2004), “Can Korea Be Kingpin Of Online Games?” Business
Week Online, 2004/4/30, quote from:
http://www.businessweek.com/magazine/content/04_16/b3879080.htm
16. Institute for Information Industry (1999), The Study of Electronic
Entertainments Software Market, Institute for Information Industry.
17. King, D. (2002), “Cybersports,” Link-up, 19(2), 2-5.
18. Lan, H.Y. (2001), “2001 Top Seven Products,” Ebusiness Weekly,
2001/12/31, quote from:
http://magazine.pchome.com.tw/ebusinessweekly/070/ebusinessweekly_15-
1.html
19. Liao, M.J. (2003), “Virtual Assets: The Market is Stirring,”
UDN.com, 2003/01/20, quote from:
http://archive.udn.com/2003/1/20/NEWS/INFOTECH/INFS2/1165109.shtml
20. Lin, W.T. (2002), “Virtual Assets: Player Wills in Must,” UDN.com,
2002/07/24, quote from:
http://be1.udnnews.com/2002/7/24/NEWS/INFOTECH/GAME/918218.shtml
21. Liu, F.M. (2001), “The Current Situation and Future Development of
Broadband in Taiwan,” 2001/10/23, quote from:
http://www.find.org.tw/0105/home_new.asp
22. megaeast.com (2004), “Japanese Game Developers Gear Up for Cyber
Wars,” megaeast.com, 2004/4/30, quote from:
http://www.megaeast.com/default.asp?section=info%
20Technology&page=Regional_Japan_Game.con
23. Murphy, D. (2001), “Virtual Games Gain Marketing Appeal,”
Marketing, 2001/7/26, pp. 29-30.
24. Pan, M.C. (2000), “E-Mail Reinforce the Communication between Net
Mates, Family and Friends,” 2000/5/17, quote from:
http://www.find.org.tw/0105/home_new.asp
25. PowerWorld Capital Management Corp. (2002), “Developing Your and My
Virtual World Together -- Online Game,” 2002/11/27, quote from:
http://tw.pwcm.com.tw/reports05_2.htm#01
26. Shih, L.C., Chen, M.C., and Capital Group CIS Team (2001),
Understanding Games Industry for the First Time, Cite' Publishing Ltd.
27. Software Industry Service Newsletter (2001), “Online Games is
Crossing Swords in this Summer Vacation,” Software Industry Service
Newsletter, no. 38.
28. Surmacz, J. (2001), “Play & plug,” CIO, 15(5), 88-94.
29. Tsai, C.H. (2001), “Online Game Market is Hot; The Revenue Will
Reaches $5,600,000,000 in 2005,” 2001/5/26, quote
from:http://www.isurvey.com.tw/servlet.isurvey.Globe_Article_detail?
flow_no=3919
30. TWNIC (2002), “The Survey of Use Environment and Behaviors of
Internet in Taiwan, TWNIC (Taiwan Network Information Center),”
2002/11/14, quote from: http://www.twnic.net.tw/total/net1114.htm
31. Wang, S.Y. (2002), “Ministry of Economic Affairs will Develops
Appraisal of Game Software in PC Cafe,” UDN.com, 2002/06/08, quote
from:
http://archive.udn.com/2002/6/8/NEWS/FOCUSNEWS/MISCELLANEOUS/855685.shtml
32. Wang, T.C. (2002), “A set make a set? The Exchange of Virtual Assets
Rises to the Surfaces,” 2002/12/27, quote from:
http://www.ettoday.com/2002/12/27/339-1392685.htm
33. Weng, W.W. (2002), “Virtual Assets: The Killer of Game Rules?”,
UDN.com, 2002/8/15, quote from:
http://news.yam.com/udnnews/today_focus/news/200208/2002081501500603.html
34. www.OLG.com.tw a (2004), “The Sales Revenue in North America Is
Increasing This Year,” www.OLG.com.tw, 2004/4/16, quote from:
http://www.olg.com.tw/hit.php?hit_id=79
35. www.OLG.com.tw b (2004), “The Game Market Size breaks through 10
billions,” www.OLG.com.tw, 2004/4/16, http://www.olg.com.tw/hit.php?
hit_id=82
Essay Two:
1. Aarnio, A., Enkenberg, A., Heikkilä, J., and Hirvola, S. (2002),
“Adoption and Use of Mobile Services Empirical Evidence from a
Finnish Survey,” The 35th Annual Hawaii International Conference on
System Science, 1-10.
2. Bass, F.M. (1969), “A New Production Growth Model for Consumer
Durables,” Management Science, 15(5), 215-241.
3. Cheng, Julian M. S., and Kao, Leticia L. Y. (2003, May), “Online
Game Marketing: A Review on the Rise, Recent Advances, and the
Future,” Proceedings of the 2nd Conference on Service Marketing and
Management, National Chia Yi University, ChiaYi, Taiwan.
4. Cheng, Julian M. S., Chen, M. K., and Wu, Nina S. H. (2002),
“A Study on the Development of Taiwan’s Online Games,” Software
Industry Service Newsletter, 142, 8-22.
5. Choi, D., and Kim, J. (2004), “Why People Continue to Play Online
Games: In Search of Critical Design Factors to Increase Customer
Loyalty to Online Contents,” CyberPsychology & Behavior, 7(1), 11-24.
6. Dixon, G., and Karboulonis, P. (2001), “SMEs in European Computer
Games and Interactive Entertainment Software Markets,” International
Journal of Entrepreneurship and Innovation Management, 1(3, 4), 483.
7. Fattah, H., and Paul, P. (2002), “Gaming Gets Serious,” American
Demographics, 24(5), 38-43.
8. Ferle, C.L., Edwards, S.M., and Mizuno, Y. (2002), “Internet
Diffusion in Japan: Culture Consideration,” Journal of Advertising
Research, 42 (2), 65- 79.
9. Fu, C.H. (2003), Happy Book for Online Game Industry, 1st ed.,
Taipei, Taiwan: Yuan-Liou Publishing Co.
10. Goldsmith, R.E., and Hofacker, C.F. (1991), “Measuring Consumer
Innovativeness,” Journal of the Academy of Marketing Science, 19(3),
209-221.
11. IDC (2003), “The Newest Research Report by IDC/Report of Online Game
Marker in Asia/Pacific: The Market Share of Taiwan Only Falls behind
South Korea,” IDC, 4/10/2004 quote from:
http://www.idc.com.tw/Press/03_0519.htm.
12. Institute for Information Industry (1999), The Research of the
Electric Entertainment Market, Taipei, Taiwan: Institute for
Information Industry.
13. Kim, K.H., Park, J.Y., Kim, D.Y., Moon, H.I., and Chun, H.C. (2002),
“E-lifestyle and Motives to Use Online Games,” Irish Marketing
Review, 15(2), 71-77.
14. Mahajan, V., Muller, E., and Srivastava, R.K. (1990), “Determination
of Adopter Categories of Using Innovation Diffusion Models,” Journal
of Marketing Research, 27(1), 37-50.
15. Martinez, E., and Polo, Y. (1996), “Adopter Categories in the
Acceptance Process for Consumer Durable,” Journal of Product & Brand
Management, l5(3), 34-36.
16. Martinez, E., Polo, Y., and Flavian, C. (1998), “The Acceptance and
Diffusion of New Consumer Durables: Differences between First and Last
Adopters,” Journal of Marketing, 15(4), 323- 342.
17. MIC (2003), “The Research and Present Development of Taiwan Online
Games,” MIC, 4/10/2004 quote from:
http://itisdom.itri.org.tw/itri/itisnews.nsf/0/164885efb856e05548256d91006b30bb?OpenDocument.
18. Moore, G. (1995), Crossing the Chasm, New York: Harper Business.
19. Morahan-Martin, J., and Schumacher, P. (2000), “Incidence and
Correlates of Pathological Internet Use among College Students,”
Computers in Human Behavior, 16(1), 13-29.
20. Park, C., and Jun, J.K. (2003), “A Cross-Cultural Comparison of
Internet Buying Behavior: Effects of Internet Usage, Perceived Risks,
and Innovativeness,” International Marketing Review, 20(5), 534-553.
21. Prendergast, G.P. (1993), “Self-service Technologies in Retail
Banking: Current and Expected Adoption Patterns,” The International
Journal of Banking, 11(7), 29-37.
22. Roehrich, G., Valette-Florence, P., and Ferrandi J.M. (2003), “An
Exploration of the Relationships between Innate Innovativeness and
Domain Specific Innovativeness,” Asia Pacific Advances in Consumer
Research, 5, 379-386.
23. Rogers, E. M. (2003) Diffusion of Innovations, 5th ed., New York:
Free Press.
24. Rogers, E.M., and Shoemaker, F.F. (1971), Communication of
Innovativeness: A Cross-cultural Approach, New York: Free Press.
25. Rollins, T. (1993), “Using the Innovation Adoption Diffusion Model
to Target Educational Programming,” Journal of Agricultural
Education, 34(4), 46-54.
26. Sonnenwald, D.H., Maglaughlin, K.L., and Whitton, M.C. (2000),
“Using Innovation Diffusion Theory to Guide Collaboration Technology
Evaluation: Work in Progress,” IEEE 10th International Workshop on
Enabling Technologies: Infrastructure for Collaborative Enterprises,
114-119.
27. Sroufe, R., Curkovic, S., Montabon, F., and Melnyk, S.A. (2000),
“The New Product Design Process and Design for Environment --
Crossing the Chasm,” International Journal of Operation & Production
Management, 20(2), 270-278.
28. Wells, J.G., and Anderson, D.K. (1997), “Learners in a
Telecommunications Course: Adoption, Diffusion, And Stages of
Concern,” Journal of Research on Computing in Education, 30(1), 83-
105.
Essay Three:
1. Agarwal, R., and Prasad, J. (1997), “The Role of Innovation
Characteristics and Perceived Voluntariness in the Acceptance of
Information Technologies,” Decision Science, 28(3), 557-582.
2. Bachor, V., and Chiasson, M. (2004), “An Exploratory Study of
Alignment Issues of IT Acceptance with Professionals in a Project
Setting,” Proceedings of the 37th Annual Hawaii International
Conference on System Sciences, Hawaii, 1-10.
3. Batz F.J., Peters, K.J., and Janssen, W. (1999), “The Influence of
Technology Characteristics on the Rate and Speed of Adoption,”
Agricultural Economics, 21(2), 121-130.
4. Cheng, J.M.S., and Kao, L.L.Y. (2003, May), “Online Game Marketing:
A Review on the Rise, Recent Advances, and the Future,” Proceedings
of the 2nd Conference on Service Marketing and Management, National
Chia-Yi University, Chia-Yi, Taiwan.
5. Cheng, J.M.S., and W.M., Wang (2003), “A study on the Lessening of
consumer’s perceived risk on the Net business environment: With a
special case to online games,” Industrial Forum, 4(2), 233-262.
6. Cheng, J.M.S., Chen, M.K., and Wu, N.S.H. (2002), “A Study on the
Development of Taiwan’s Online Games,” Software Industry Service
Newsletter, 142, 8-22.
7. Cheng, J.M.S., Lin, J.Y.C., and Kao, L.L.Y. (2004), “An
Investigation of Diffusion of Online Games in Taiwan: An Application
of Rogers’ Diffusion of Innovation Theory,” The Journal of American
Academy of Business, 4(1).
8. Choi, D., and Kim, J. (2004), “Why People Continue to Play Online
Games: In Search of Critical Design Factors to Increase Customer
Loyalty to Online Contents,” CyberPsychology and Behavior, 7(1), 11-
24.
9. Dhebar, A. (1995), “Complementarity, Compatibility, and Product
Change: Breaking With the Past?” Journal of Product Innovation
Management, 12, 136-152.
10. Dunphy, S., and Herbig, P.A. (1995), “Acceptance of Innovations: The
Customer is the Key!” The Journal of High Technology Management
Research, 6(2), 193-209.
11. Fattah, H., and Paul, P. (2002), “Gaming Gets Serious,” American
Demographics, 24(5), 38-43.
12. Fu, C.H. (2003), Happy Book for Online Game Industry, 1st ed.,
Taipei, Taiwan: Yuan-Liou Publishing Co.
13. Goldsmith, R.E., and Hofacker, C.F. (1991), “Measuring Consumer
Innovativeness,” Journal of the Academy of Marketing Science, 19(3),
209-221.
14. Greenleaf, E.A., and Donald R.L. (1995), “Reasons for Substantial
Delay in Consumer Decision Making,” Journal of Consumer Research, 22
(2), 186-199.
15. Guiltinan, J.P. (1999), “Launch Strategy, Launch Tactics, and Demand
Outcomes,” Journal of Product Innovation Management, 16 (6), 509- 529.
16. Holak, S.L. (1989), “Determinants of Innovative Durables Adoption an
Empirical Study With Implications for Early Product Screening,”
Journal of Product Innovation Management, 5(1), 50-69.
17. Holak, S.L., and Lehmann, D.R. (1990), “Purchase Intentions and the
Dimensions of Innovation: An Exploratory Model,” Journal of Product
Innovation Management, 7(1), 59-73.
18. Institute for Information Industry (1999), The Research of the
Electric Entertainment Market, Taiwan: Institute for Information
Industry.
19. Jackson, B.A. (2000), “Technology Acquisition by Terrorist Groups:
Threat Assessment Informed by Lessons from Private Sector Technology
Adoption,” Studies in Conflict and Terrorism, 24(3), 183-213.
20. Kim, K.H., Park, J.Y., Kim, D.Y., Moon, H.I., and Chun, H.C. (2002),
“E-lifestyle and Motives to Use Online Games, ” Irish Marketing
Review, 15(2), 71- 77.
21. Lederer, A.L., Maupin, D.J., Sena, M.P., and Zhuang, Y. (2000), “The
Technology Acceptance Model and the World Wide Web,” Decision Support
System, 29(3), 269-282.
22. Lowry, G. (2002), “Modeling User Acceptance of Building Management
Systems,” Automation In Construction, 11, 695-705.
23. McDade, S.R., and Oliva, T.A. (2002), ”The Organizational Adoption
of High-technology Product ‘for Use’ Effects of Sized, Preference,
and Radicalness of Impact,” Industrial Marketing Management, 31, 441-
456.
24. MIC (2003), “The Research of Present Development of Taiwan Online
Games,” MIC, 5/23/2004 quote from:
http://itisdom.itri.org.tw/itri/itisnews.nsf/0/164885efb856e05548256d91006b30bb?OpenDocument
25. Moore, G.C., and Benbasat, I. (1991). “Development of an Instrument
to Measure the Perceptions of Adopting An Information Technology
Innovation,” Information Systems Research, 2(3), 192-222.
26. Morahan-Martin, J., and Schumacher, P. (2000), “Incidence and
Correlates of Pathological Internet Use Among College Students,”
Computers in Human Behavior, 16(1), 13.
27. NPD (2004), “Video Games Investment Report”, NPD Fun-world,
5/23/2004, quote from: http://www.npdfunworld.com/funServlet?
nextpage=special_videogames.html
28. Premkumar, G., Ramamurthy, K., and Nilakanta, S. (1994),
“Implementation of Electronic Data Interchange: An Innovation
Diffusion Perspective,” Journal of Management Information Systems, 11
(2), 157-186.
29. Reynolds, N., Diamantopoulos, A., and Schlegelmilch, B.B. (1993),
“Pretesting in Questionnaire Design: A Review of the Literature and
Suggestions for Further Research,” Journal of the Market Research
Society, 35(2), 171-182.
30. Rogers, E.M. (2003), Diffusion of Innovations, 5th ed., New York:
Free Press.
31. Slkye, C.V., Lou, H., and Day J. (2002), “The Impact of Perceived
Innovation Characteristics on Intention to Use Groupware,”
Information Resource Management Journal, 15(1), 5-12.
32. Sonnenwald, D.H., Maglaughlin, K.L., and Whitton, M.C. (2000),
“Using Innovation Diffusion Theory to Guide Collaboration Technology
Evaluation: Work in Progress,” IEEE 10th International Workshop on
Enabling Technologies: Infrastructure for Collaborative Enterprises,
114-119.
33. Sroufe, R., Curkovic, S., Montabon, F., and Melnyk, S.A. (2000),
“The New Product Design Process And Design for Environment -Crossing
The Chasm”, International Journal of Operation and Production
Management, 20(2), 270-278.
34. Tan, M., and Teo, T.S.H., “Factors Influencing the Adoption of
Internet Banking,” Journal of the Association for Information
Systems, 1(5), 1-42.
35. Tang, S.M. (2000), “An Impact Factor Model of Intranet Adoption: An
Exploratory and Empirical Research,” The Journal of Systems and
Software, 51(3), 157-173.
36. Tornatzky, L.G., and Klein, R.J. (1982), “Innovation Characteristics
and Innovation Adoption-Implementation: A Meta-analysis of Findings,”
IEEE Transactions on Engineering Management, 28-45.
37. Venkatesh, V., and Davis, F.D. (2000), “A Theoretical Extension of
The Technology Acceptance Model: Four Longitudinal Field Studies,“
Management Science, 46(2), 186-204.
38. Veryzer, R.W. (1998), “Key Factors Affecting Customer Evaluation of
Discontinuous,” Journal of Product Innovation Management, 15(2), 136-
150.
39. Waarts, E., Everdingen, Y.M., and Hillegersberg, J. (2002), “The
Dynamics of Factors Affecting the Adoption of Innovation,” The
Journal of Product Innovation Management, 19(6), 412- 423.

指導教授

鄭明松(Julian M. S. Cheng)

審核日期

2004-6-22

推文