A Study of Fairness of Online Games and Value on Influence of Cyber Negative Comment

• Main Authors: Kuang-Ching Yang, 楊光欽
• Other Authors: Yen-Chang Chen
• Format: Others
• Language: zh-TW
• Published: 2014
• Online Access: http://ndltd.ncl.edu.tw/handle/05908297733477441493

碩士 === 育達科技大學 === 企業管理所 === 102 === The purpose of this study is mainly to analyze the gamers’ resist behavioral intentions that rising from the none related merchandise advertising which placed in internet community games as well as the behavioral outcomes of perceived unfair, negative word-of-mouth and value barrier. And than, we compare the different product placement practices to consider each practice which of them will affect the gamers’ attitudinal behavior the most. The research framework is based on the Theory of Planned Behavior (TPB) and its following study as resist patterns of behavior, and using the experimental method to collect the questionnaires. The results showed that target-style tactics is the most effectively reducing the internet community gamers’ resist behavioral intentions. This study is not only clarifying the Product placement online game players in consumer behavior but also concreting proposals from the online game industry marketing practices.