隨著現今網路科技的發展，伴隨著網路手遊的市場也愈加廣大，正、負面的品牌形象影響著玩家是否會對該品牌產生信任感，以及玩家經過遊玩之心流體驗後，是否願意傳播正面的網路口碑。玩家對於不同類型的品牌有著一定的形象概念與認識，甚至已產生品牌信任，而品牌所創作或代理的遊戲給予了玩家更好的遊玩之心流體驗，不論是遊戲劇情的變化、難度的提升、遊玩畫質的提高，都會影響消費者的遊玩意願與心流體驗，而這些因素能促使消費者對該品牌的形象良好，進而對品牌產生信任感與愉悅感，最後影響玩家對於該品牌之遊戲會在網路上傳遞正面評價，並建立起正面的網路口碑。
本研究主要在探討品牌形象、品牌信任與網路口碑之間，透過心流體驗的調節效果產生之關聯性，品牌之遊戲所給予的心流體驗是否會影響到玩家的遊玩意願，並針對手遊玩家為研究對象。本研究採問卷調查法，已發放488份問卷，回收有效問卷422份，並以SPSS透過信度分析與簡單、多元階層迴歸分析方式進行分析與假說驗證。
研究結果發現，品牌形象對網路口碑具有正向影響;品牌形象對品牌信任具有正向影響;以及品牌信任對網路口碑亦具有正向影響，而調節效果方面，心流體驗在品牌形象對網路口碑中具有顯著調節效果;心流體驗在品牌形象對品牌信任中具有顯著調節效果;以及心流體驗在品牌信任對網路口碑中亦具有顯著調節效果。
本研究建議品牌公司應建立起正面的品牌形象，並將手遊之心流體驗刻印至玩家的心中，藉此提升玩家對該品牌之信任感，便能提高正向網路口碑的傳播率。
Current developments in network technology and the growing size of the mobile gaming market mean that gamers’ trust in a brand, as well as their willingness to contribute to positive word-of-mouth online after trying a game, are influenced by how good or bad the brand image is. Gamers generally have some awareness and understanding of each brand, or may even have already developed trust in a brand. Brand-name games use a variety of methods to provide gamers with a better flow experience. These improve consumers’ impression of the brand resulting in greater trust and happiness that ultimately translates into positive online word-of-mouth on games from that brand.
The purpose of this study is to find the correlation between brand image, brand trust, and online word-of-mouth generated by the mediating effects of flow experience, with mobile gamers as the research subject. This study conducted a questionnaire survey with 488 questionnaires distributed and 422 valid responses recovered. Analysis and hypothesis testing were then performed using SPSS for reliability analysis and simple, multiple regression analysis.
Our study found that brand image had a positive effect on online word-of-mouth; brand image had a positive effect on brand trust; and brand trust had a positive effect on online word-of-mouth. In terms of mediating effect, brand image flow experience had a significant mediating effect on online word-of-mouth; brand image flow experience had a significant mediating effect on brand trust; and brand trust flow experience had a significant mediating effect on online word-of-mouth.
This study recommends the building of a positive brand image by brand-name companies. The flow experience of mobile games should also be impressed upon gamers to enhance gamers’ trust in the brand and boost the transmission of positive online word-of-mouth.
