Examining On-line Game Users'' Brand Switching Intention: The Moderating Effects of Psychological Traits
碩士 === 國立高雄第一科技大學 === 行銷與流通管理所 === 97 === The online gamers’ switching behaviors have been intensively studied, but the effects of their psychological traits on brand switching are hardly explored. Based on the theory of social exchange with the constructs of satisfaction, switching costs, alternati...
| Main Authors: | , |
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| Other Authors: | |
| Format: | Others |
| Language: | zh-TW |
| Published: |
2009
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| Online Access: | http://ndltd.ncl.edu.tw/handle/88876933075820165766 |