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    Title: 免費線上遊戲之貨幣交易行為與線上遊戲玩家忠誠度關係之研究
    Other Titles: Exploring the relationships between the behavior of currency trading in free online game and the loyalty of game players
    Authors: 林錦輝;Lin, Chin-hui
    Contributors: 淡江大學企業管理學系碩士在職專班
    王居卿;Wang, Chu-ching
    Keywords: 貨幣交易行為;忠誠度;玩家;Behavior of Currency Trading;Loyalty;Game Player
    Date: 2009
    Issue Date: 2010-01-11 04:10:19 (UTC+8)
    Abstract: 因為網路的普及、個人電腦設備的不斷提昇,使得進入線上遊戲的門檻逐漸降低,而線上遊戲製作的品質也越來越精緻。加上近年來宅經濟的盛行,使得新遊戲出現速度越來越快,但遊戲生命週期卻越來越短,因此如何增加玩家的忠誠度是各遊戲公司的一大考題。

    而遊戲貨幣的各種交易行為,即可能影響到玩家持續遊戲的意願,因此本研究以免費的線上遊戲作為研究標的,以免費線上遊戲玩家作為研究對象,探討玩家是否會因為在遊戲內的各種不同遊戲貨幣交易行為,而影響到繼續遊戲的意願,進一步關係到對遊戲的忠誠度。本研究主要目的在探討:(1)免費線上遊戲玩家交易行為;(2)免費線上遊戲內遊戲貨幣取得來源之類型;(3)探討不同的玩家類型是否與線上遊戲的忠誠度有所差異;與(4)探討免費線上遊戲的貨幣交易行為與遊戲玩家忠誠度是否有所差異。經由研究結果,發現玩家的交易行為有六種,分別是虛擬型交易、謀利型交易、代換型交易、一般型交易、取巧型交易與友誼型交易行為。遊戲貨幣取得來源的管道共有八種,分別為透過專業能力、運氣指數、謀生技巧、商業交易、虛擬寶物拍賣平台、大量複製NPC物品、大量取得遊戲道具及生成幣之取得管道。遊戲熱愛者、台幣戰士與一般玩家等三種玩家類型皆會影響到遊戲的忠誠度。而代換型交易、謀利型交易與一般型交易三種交易行為最能顯示出對遊戲的忠誠度。
    Because of the popularization of networks and the advance of personal computing equipment, the entry barrier is decreasing and the OLG’s quality is also getting more and more elaborate. In addition Otaku economy''s being in vogue, caused the new game to present the speed in recent years to be getting quicker and quicker, but the game life cycle was actually getting more and more short, therefore how did increase player’s loyalty is each game company''s big examination question.

    Game currency in each kind of transaction behavior, is possibly affects to player’s volition continually, therefore the research takes the research sign by the free OLG, takes the object of study by the free OLG player, in order to discussion player whose each kind of different game monetary operation behavior in OLG, but will affect the volition which will continue to play, and will further relate to game''s loyalty. This research main purpose in discussion: (1) free OLG trades the behavior; (2) free OLG game currency to obtain the origin and so on; (3) Discussion different player category in OLG loyalty in diversity; (4) Disscussion currency trading behavior in free OLG which is defferent diversity in player’s loyalty.There are six player’s transaction behavior in research findings, including of the fictious transaction, the reap profit transaction, the substitution transaction, the general transaction, the friendship transaction and the gamble transaction. There are eight methods to obtain game currency, including of the professional ability, the luck index, the living skill, the commercial tradition, the virtual treasure’s auction platform, to duplicate the NPC goods, to obtain a large number game stages, the currency which due to system error. There are three kind of player category will affect game''s loyalty, including the game mania, the dollar soldier and general player.There are three kind of transaction behaviors most can demonstrate to game''s loyalty including of the substitution transaction, the reap profit transaction, the general transaction.
    Appears in Collections:[企業管理學系暨研究所] 學位論文

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