| Summary: | 碩士 === 世新大學 === 傳播管理學研究所(含碩專班) === 96 === InsightXplorer Limited and IPSOS, the 3rd global marketing research organization, had cooperated from 2004 to 2006 to conduct the investigation of Internet usage behavior in Taiwan to study the Internet using rate and behaviors for the target of above 10 years old. They concluded “The Internet using rate is almost 60% in Taiwan with the estimated population of 11,8560,000.” Moreover, according to III’s “Behavioral Analysis for online entertainment in Taiwan” report in 2005, we know
1.The top 3 of applications for online entertainment are games, music and photo services.
2.The average expense for online entertainment had grown 11.5% in 2005 compared to 2004.
3.The population of gaming community is 73%. It consists 64% for the online games and the other 9% for the console video games. The major consumer group is 15-24 year-old students.
4.The mindset for the consumption of online game had gradually changed from monthly subscription fee to “the software is worth to pay without the subscription fee”.
5.The most popular game type is still cute-style MMORPG.。
In addition to the relevant academic literature on online games, virtual community and the key sucess factors, this study had conducted in-depth interviews for the professioal managers of online game comapny and also conducted telephone interviews to the heavy users of online game community to do the sampling survey. By using the SPSS 12.0 to analyze the data and concluded 5 key factors for the online game indutry operation:
1. Operation: the fairness of the game, the safeness of the transaction interface and
interactivenss of gaming community.
2. Marketing: the image of company, advertisement, recommendation from friends, service level of customer servives and the evalutation of the game in the forums.
3. Product: the design of the missions and battlefields, the content & graphics of the game and the convenience of the interfaces
4. People: time factor and billing method.
5. Technical services: the stability of the servers, the service level of customer services and the quality of network.
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