三篇台灣線上遊戲市場擴散之研究

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高莉雅(Leticia L. Y. Kao) 查詢紙本館藏

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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)

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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

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Essay Three:
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Chia-Yi University, Chia-Yi, Taiwan.
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指導教授

鄭明松(Julian M. S. Cheng)

審核日期

2004-6-22

推文