游戏软体购买行为.pdfVIP

遠東學報第二十二卷第四期 中華民國九十四年十二月出版 遊戲軟體購買行為 The Behavior of Buying Video Games 賴宜弘 遠東技術學院資訊管理系 游易霖 Vaunt Com Media Corporation, Canada 摘 要 本研究抽取了228 個樣本，並依據他們的年齡將他們分為三組（18 歲 到24 歲、25 歲到34 歲、35 歲到56 歲），觀察他們的購買行為有何不同， 並觀察影響這些樣本購買遊戲軟體的因素。本研究並探討影響消費者購買 遊戲軟體的主要因素及不同性別對不同類型遊戲的偏好。由本研究的結果 可以發現，較常購買遊戲軟體者，多為18 歲到34 歲，35 歲到56 歲者較少 購買遊戲軟體。女性較偏好於益智型遊戲，男性則無明顯偏好。此外，遊 戲的成就滿足感、挑戰性最能吸引消費者購買遊戲軟體。 關鍵字：電視遊戲、顧客行為、購買行為 Yi-Horng Lai, Department of Information Management, Far-East College Yi-Ling Yu, Vaunt Com Media Corporation, Canada ABSTRACT A survey of 228 game players in U.S.A. was conducted; research results were generated through the use of descriptive analysis and multiple regression analysis. The results of this study showed that a video game’s creativity, challenge, control, sensory gratification, socialization, audio effect, visual effect, and storytelling have positive relevance to engage consumers’ minds and stimulate their imagination to play or purchase video games. The results also showed that gender differences can influence the individual types of video games purchased. Three age groups (18 to 24, 25 to 34, and 35 to 56) had different patterns of purchasing video games. The results showed that respondents’ buying behavior is significantly influenced by the characteristics of interactivity and vividness. This study contributed to developing the characteristics of video games by identifying to what extent consumers’ emotional responses and behaviors are directly affected by interactivity and vividness in gaming characteristics. The framework of this 483 遠東學報第二十二卷第四期