A Study on the Relationship about the Value Creation and the Viscidity of the On-Line Game Players-Take “World of Warcraft” as an Example

• Main Authors: Chen-Chih Wang, 王辰祉
• Other Authors: Yuh-Shihng Chang
• Format: Others
• Language: zh-TW
• Published: 2008
• Online Access: http://ndltd.ncl.edu.tw/handle/8uxq7g

碩士 === 世新大學 === 資訊傳播學研究所(含碩專班) === 96 === After the internet frothed, the industry value of on-line game excesses the movie’s from 2004, and becomes the main commerce with the e-shopping. According to the MIC online game market earning report in 2008, the on-line game growth curve from the 67.4% in 2003, the 5% in 2004, and the 9.2% in 2007 year. It demonstrated the market of on-line game in Taiwan would be close approximation to the mature but still have growth space. Although the overall market consuming trends the free and some great projects are going, the game companies announce the brand-new product for the market. In the saturated market, the on-line game products would be evaluated in rigid requirements by players. How to keep the players and improve the consuming intention in announce the new game? Those are the important core questions for the on-line game companies. The on-line game itself contains the value creation for the players. The dominant value creation refers is the feelings of the visual and music. This research discusses is the recessive value which lets players immerged into the game situation and experience, contains the players perceived achievement, perceived playfulness, flow experience, viscidity and consuming intention. Simultaneously, the online game players’ value creation elements are the on-line game successful factors to the market and the players to immerse. This research is the empirical study based on the on-line game players’ value creation model taking the World of Warcraft as example. To identify the relationship about the plays value of creation with consuming intention, which contains the team spirit, the joyful sharing, the confidence selfhood and the appreciated by team. Further include the players’ cognition experiences (perceived achievement, perceived playfulness and flow experience) into study model. The thesis exploring objectives are as following: 1.To explore the influence of the ”World of Warcraft” players’ value creation to viscidity. 2.To explore the influence of the ”World of Warcraft” players’ value creation to the players’ flow experience. 3.To explore the influence of the ”World of Warcraft” players’ value creation to consuming intention. After the network questionnaire statistics, the relationship is identified between value creations with the viscidity. Simultaneously, the relationships are identified among the value creations, the perceived achievement, perceived playfulness, flow experience, and the viscidity. The most interesting discover is that the players’ value creation, viscidity and purchase intention has the synchronized correlation. This explained that the research model has the confidence, and may be provided to whom may prefer to the advanced research.