Players' Quality Concern and Satisfaction to Online Game – the Moderate of Motivations

• Main Authors: Ming-Ju Yang, 楊明儒
• Other Authors: Chih-Chien Wang
• Format: Others
• Language: en_US
• Published: 2009
• Online Access: http://ndltd.ncl.edu.tw/handle/94200150694748232633

碩士 === 國立臺北大學 === 資訊管理研究所 === 97 === Online games has become a popular online activities in these years. MMORPG is the one kind of online games which most players play and is the majority market of online games. Many MMORPG firms design and promote the MMORPGs to players to gain more revenues. MMORPG players’ satisfaction is important to MMORPG firms. MMORPG quality is the basis to affect MMORPG players’ satisfaction. Besides, MMORPG players play MMORPGs from different motivations, thus, motivations of players also influence MMORPG quality on satisfaction of MMORPG players which were discussed in this study. This study examines the influence of MMORPG functional quality dimensions (MMORPG story, MMORPG graphics, MMORPG sound, MMORPG length, MMORPG control, and MMORPG interface) and MMORPG service quality dimensions (security/privacy, empathy, responsiveness, and informativeness) on MMORPG players’ satisfaction. Besides, this study propose the motivations of MMORPG players was the moderate to comprehend the influence of MMORPG functional and service quality to players’ satisfaction. To examine the research framework proposed in this study, an online questionnaire was adopted. This study surveyed the subjects who had ever played MMORPGs. The data was recruited on ptt (www.ptt.cc)" which is based on Bulletin Board System (BBS), and which is now the largest online community website in Taiwan. The final sample consisted of 874 surveys, and Structure Equation Model was utilized to examine the research model proposed in this study. The main findings of this study were listed as follow. First, MMORPG functional quality (MMORPG story, MMORPG graphics, MMORPG length, and MMORPG control) would positively influence satisfaction of MMORPG player and MMORPG service quality (security/privacy and informativeness) positively influence on MMORPG players’ satisfaction while MMORPG sound, MMORPG interface, empathy, and responsiveness does not significant affect on MMORPG players’ satisfaction. Besides, Cluster analysis was applied and revealed that there were three main kinds of motivations about MMORPG players: ‘High motivation’, ‘Social motivation’ and ‘Low motivation’. Statistically significant effect between each cluster were examined in this study. In ‘High motivation’ cluster, MMORPG functional quality (MMORPG story and MMORPG control) and MMORPG service quality (security/privacy and informativeness) would positively influence satisfaction of MMORPG player. In ‘Social motivation’ cluster, MMORPG functional quality (MMORPG graphics) and MMORPG service quality (security/privacy and informativeness) would positively influence satisfaction of MMORPG player. In ‘Low motivation’ cluster, MMORPG functional quality (MMORPG story, MMORPG graphics, MMORPG length, and MMORPG control) and MMORPG service quality (informativeness) would positively influence satisfaction of MMORPG player.