A Study of Consumer Adoption of Game on Demand

• Main Authors: Huang, Ren-You, 黃仁佑
• Other Authors: 董和昇
• Format: Others
• Language: zh-TW
• Published: 2005
• Online Access: http://ndltd.ncl.edu.tw/handle/28303204320222507853

碩士 === 國立嘉義大學 === 行銷與流通管理研究所 === 93 === 　　Computer game (PC game) is a rising and flourishing industry, and it is one of the most important entertainment enterprises in the global. With Internet growing, PC game industry not only develops on-line game-type in the content but also digital channel in sales. Game on Demand is one kind of digital channel service of computer game, which consumers can download the game by broadband transmission and stream. Combining with concept of game rent, GoD lets consumers be able to rent PC game on line. 　　The purpose of this study is to know what factors impact PC game consumers’ adoption or use of GoD. This study uses Theory of Reasoned Action (TRA), integrating with Technology Acceptance Model (TAM), Innovation Diffusion Theory (IDT), and Transaction Cost Theory (TCT), to analyze factors which affect consumers’ adoption or use of GoD. With the analysis, this study will find the difference of factors which affect potential adopters’ and users' adoption or use of GoD. 　　This study receives 6,668 questionnaires, and there are 5,397 valid samples. This study uses structural equation model (SEM) to explain PC game consumers’ adoption or use of GoD. The findings of the study are as follow: Attitude and subjective norm will affect people’s intension of adoption or use of GoD. Relative advantage, ease of use, results demonstrability, visibility, and transaction cost will affect attitude. The media, the friends, and online group will affect subjective norm. In the other hand, frequency and uncertainty will impact transaction cost. Finally, on the aspect of difference between potential adopters and users, this study finds the relation between attitude and intention of users is stronger than potential adopters, and the relation between subjective norm and intention of potential adopters is stronger than users.