dc.description.abstract | 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. | en_US |