遊戲設計與操作、品牌信任、遊戲認同以及遊戲忠誠度之關聯探討

Abstract

隨著科技化的發展，遊戲產業在各個平臺都蓬勃發展，不僅是傳統的電腦遊戲及電視遊樂器，手機遊戲的產額也年年上升，而相關研究也絡繹不絕，此篇論文提供對於遊戲忠誠度來說重要的三項指標，分別是遊戲設計與操作、品牌信任，及遊戲認同。對於遊戲忠誠度而言，遊戲設計與操作透過遊戲認同會對遊戲忠誠度有部分中介的效果，其中透過遊戲認同的間接效果佔84%；而品牌信任則幾乎源自於對遊戲忠誠度的直接效果佔76%。論文的研究方法採用線性結構方程對模型估計路徑參數，再對間接效果及總效果加以估計。透過此篇論文的中介模型，遊戲開發商可以找出如何提高消費者對遊戲的忠誠度。

With the development of science and technology, the game industry is booming in every platform, not only is the traditional computer games and video games, mobile gaming yield also increased year after year, and related research also flocked .This paper provides three important indicators to game loyalty, game design and operations, brand trust, and game recognition. To the game loyalty, the relationship between game design and operations and game loyalty is partially mediated by game recognition, through the indirect effect of which accounted for 84% of the game recognition; and brand trust is derived from the game almost loyalty directly the effect of 76%. In this Research, use structural equation modeling to estimate the indirect effects and total effect. Through this mediated model, game developers can figure out how to increase consumer game loyalty.