| Summary: | 碩士 === 國立臺灣師範大學 === 運動休閒與餐旅管理研究所 === 105 === The purpose of this study is to discuss different referral reward programs involvement among WoW and LoL player’s characteristics and their ego-identiy. In this study, the researcher applied survey, the online survey in BBS and game websites. A total of 429 valid questionnaires were collected. All statistical analyses were performed with SPSS, using correlations, descriptive statistics, t-test, ome-way ANOVA, and two-step cluster. The results showed：1. Most gamers were student, and males who were single, 16 to 28 years old,living in the northern Taiwan. In average, the gamers have been playing online games for 5.01 years, spenting approximately 12.51 hours per week and NTD $372.16 per month. 2. 73.4% gamers knew,61.9% gamers participated referral rewad programs .Most gamers liked to get their reward,and they were clustered into three categories “LOL players” , ”LOL players who spend more money” ,and “WOW players”.There were significant differences on referral rewad programs involvement by worth, need ,and attraction.3.The gamers were clustered into three categories namely”impressionable gamers” ,”the gamers have poor ego-identity” ,and “the gamers have self-confidence”.There were significant differences among those groups. 4. There were significant differences between impressionable gamers and the gamers have self-confidence on referral rewad programs involvement by interest, attraction, fascinate, involvement, worth, relevance, and meanimg.
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