網路口碑、品牌體驗、品牌忠誠度以產品涉入為干擾變數- 對手機遊戲市場之影響

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題名:	網路口碑、品牌體驗、品牌忠誠度以產品涉入為干擾變數- 對手機遊戲市場之影響 The Impacts of Internet Word-of-Mouth, Brand Experience and Brand Loyalty on Mobile Game Market with the Product Involvement as a Moderator
作者:	陳婷婷
貢獻者:	國際貿易學系
關鍵詞:	網路口碑品牌體驗品牌忠誠度產品涉入手機遊戲
日期:	2023
上傳時間:	2023-07-27 11:26:52 (UTC+8)
摘要:	隨著網際網路的普及、智能手機的功能進步、消費者需求的提升，手機遊戲的表現力追趕上桌面線上遊戲，而遊戲的內容、種類、展現更是多樣化，再加上手機的攜帶性、方便性，近幾年，手機遊戲產業快速攻佔桌面線上遊戲的市場，使電子遊戲市場增長，由於網路口碑散佈速度提升，須透過親身經驗才能判斷遊戲的質量和特徵，使其成為交換網路口碑的重要資訊之一。在這麼廣大的市場中，如何嶄露頭角，而消費者是否也會因為體驗和品牌之間互相連結而增加忠誠度。本研究旨在探討網路口碑、品牌體驗、品牌忠誠度、產品涉入之關係是否會在手機遊戲市場中造成影響。本研究採用問卷調查法，針對任何有手機遊戲遊玩經驗之消費者進行調查，共回收213 份問卷，有效問卷174 份，經過數據分析調查發現，在手機遊戲市場中，網路口碑對品牌體驗、品牌體驗對品牌忠誠度、網路口碑對品牌忠誠度皆具有正向關係，品牌體驗在網路口碑對品牌忠誠度之間有顯著中介效果，而產品涉入程度強化了網路口碑及品牌體驗之間的干擾影響是屬於不顯著。 With the popularization and performance of the Internet and smartphones, the performance of mobile games has caught up with desktop online games, and the content of games has become more diversified. Coupled with the portability of smartphones, mobile games have quickly captured the share of desktop online games. It is led to the growth of the electronic game market. In recent years, due to the increase in the spread of Internet word-of-mouth, the experience of observing and judging quality and characteristics only through personal experience has become one of the important information for exchanging Internet word-of-mouth. In such a vast market, become a prominence, and consumers will increase brand loyalty because of the interconnection between experience and brand. This research aims to explore whether the relationship between Internet word-of-mouth, brand experience, brand loyalty, product involvement will have an impact on the mobile game market. It used the questionnaire survey method to investigate any consumers who have mobile game experience. A total of 213 questionnaires were collected, and 174 valid questionnaires were collected. After the data analysis, it is found that in the mobile game market, there are positive relationships among Internet word-of-mouth, brand experience, and brand loyalty. Brand experience has a significant mediating effect between Internet word-of-mouth and brand loyalty. However, the product involvement strengthens the interference effect between Internet word-of-mouth and brand experience, which is not significant.
顯示於類別:	[國際貿易學系所] 博碩士論文

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