The Research of Product Attribute and Purchase Intention of PC Gaming Peripheral – Using an Example of PC Online Gamers

• Main Authors: Chung-Jen Yu, 余中仁
• Other Authors: Wen-Yeh Huang
• Format: Others
• Language: zh-TW
• Online Access: http://ndltd.ncl.edu.tw/handle/8cywy2

碩士 === 元智大學 === 管理碩士在職專班 === 102 === Subprime loan incident which occurred on September of 2008 from US has impact the world with if influence, sub sequential initiate financial tsunami, result economic down fall spread, however, on line game shows strong growing and stay of impact of economy, it has develop into so call “otaku economy”, Taiwan also start league of on line game on 2008, turning armature into professional sport for the purpose to attract more player, to interact with this trend, a lot of computer accessory vender treat as opportunity to escape slump of PC industry, company start to focus on increment of gaming accessory, many product was target at gamer. This research thesis would categorize gaming product to brand, function, appearance and self-fulfillment to 4 types, research on gamer’s purchase wiliness, divide player’s age, gender, professions and education level and time which consume on games as 5 characteristic as adjustable factors, investigate if interference would occurs during design module. This thesis contain of 202 copies of actual survey, analysis under AMOS structure, general result of finding include 1) Self fulfill portion has positive impact on purchase of product; function and design appearance does not possess series impact. 2) Brand and function would have different impact on purchase wellness result in age difference, however, function and self-fulfill would not cause discrepancy. 3) Brand and purchase wellness would result difference in gender; other factors would not. 4) This study demonstrate profession, education level and time for game play would not cause be impact purchase wellness, this study’s discovery could offer suggest to company which are in gaming industry to evaluate gamer’s idea as a critical component for future product development.