A Study on the Influences of Players’ Personality and Virtual Community on On-line Game Players’ Behaviors

• Main Authors: Chun-Lan Chuang, 莊春蘭
• Other Authors: Chieh-Yu Lin
• Format: Others
• Language: zh-TW
• Published: 2006
• Online Access: http://ndltd.ncl.edu.tw/handle/17652421027877265864

碩士 === 長榮大學 === 經營管理研究所 === 94 === The popularizarion of the Internet and broadband services in recent years has driven a plenty of on-line games jumping to the market and attracted more and more players. Through the virtual platform on the on-line game, players can exchange information and interact with those who have the same interest, and consequently they can reinforce their coherence by various communication ways. This thesis will therfore propose a framework to explain on-line game players’ behaviors, which consists of five critical factors: players’ personality, functions of virtual community, players’ needs, quality of on-line games, and players’ behaviors. Based on literature reviews and factor analysis, players’ personaly can be divided into openness and nervousness, functions of virtual community consist of inftomation exchange and interpersonal interaction, players’ needs include nedds for love and belonging, needs for achievement and needs for self-actualization. Web questionnaire survey was conducted to study on-line hgame players’ behaviors, and 334 samples were collected. Regression analysis was used to test the hypotheses proposed in this study. Based on the results of statistical analysis, we can conclude that only the influence of players’ openness personality on needs for achievement is significant. Both functions of virtual community have significant effects on players’ needs; information exchange function has significant influences on needs for love and belonging, and needs for achievement; interpersonal interaction function has significant influences on needs for love and belonging, and needs for self-actualization. Players’ behaviors are significanttly influenced by players’ needs; players’ participating duration for current games is significantly influenced only by needs for love and belonging; however, the duration for players’ access to on-line games each time is significantly influenced by all three kinds of needs. Moreover, there is no significant interference effect of on-line games’ quality on the the relationship between players’s needs and their behaviors. The results of this study can provide some suggestions for on-line game companies who intend to draw up their marketing strategies for their on-line games.