角色扮演类网络游戏玩家互动行为对忠诚度影响之研究

【作者】 张静；

【导师】 范晓屏；

【作者基本信息】 浙江大学 ， 企业管理， 2007， 硕士

【摘要】 计算机的普及与互联网的发展使得人们的生活逐渐与网络这个虚拟世界紧密结合，一些网络应用开始取代传统的娱乐方式，网络游戏便是其中最好的一例。网络游戏在国内发展至今虽只有五六年的历史，但因其发展之迅猛，以及市场规模成长之快速，引起了理论界以及学术界人士的极大的兴趣。总体来说，以往学者对网络游戏参与的研究主要涉及以下几个方面：网络游戏玩家参与行为影响因素、玩家参与游戏产生沉迷及上瘾现象、玩家忠诚度研究以及玩家特性等，但是针对网络游戏玩家互动的研究极为有限，而正是因为网络游戏独特的互动性体验使得众玩家留连其中。因此，本文首先将网络游戏界定为虚拟社区的一种，然后着重探讨玩家在游戏中的互动是否可以产生相互之间的信任感，这种信任感的产生是否会进一步形成玩家对游戏的忠诚，以及玩家的互动对忠诚的影响是否通过信任的中介机制实现，以作为网络游戏产业在游戏设计与营销策略时的参考。本文以角色扮演网络游戏为研究对象，采用问卷调查方式搜集数据，共获得298份有效样本，利用统计软件SPSS13.0对回收的数据进行统计分析，得出以下结论：(1)玩家在游戏中的互动行为对玩家信任有一定的正向影响作用，具体来说，就是玩家在游戏中的社交互动及信息与讨论互动与信任的三个维度能力、正直、关怀都存在显著正向关系，而交易互动只对信任的能力，正直维度有显著影响，对关怀维度则没有影响。(2)玩家在游戏中产生的信任与玩家忠诚之间存在显著正向关系，即玩家信任的三个维度均与玩家忠诚有显著关系。(3)玩家在游戏中的互动行为对玩家忠诚度有一定正向影响，具体来说，社交互动以及信息与讨论互动对忠诚度都存在显著影响，而交易互动对玩家忠诚度则没有影响。(4)验证了玩家信任是玩家互动与玩家忠诚间的中介变量，并探讨了其中介效应：其中信任的能力、正直和关怀维度在社交互动与玩家忠诚关系中起部分中介效应；而信任的三个维度对于信息与讨论互动与玩家忠诚的关系则为完全中介效应。(5)不同的玩家类型在玩家互动、信任和忠诚度方面存在一定差异。最后本研究提出建议与未来研究方向。更多还原

【Abstract】 With the popularization of the computer and the development of internet technology, people’s lives have been integrated gradually with the web. Many network applications have gradually substituted for the traditional entertainment way, and online game is such a best case. Online game has just five or six years’ history in domestic development, but because of its swift development and great market scale, both the theorist and the academics have pored great passions into it. Former research on online game participation mainly focused on the following aspects: influencing factors of online game participation, the production of addiction when playing online games, players’ loyalty on online games, players’ personal characteristic etc., but research refers to interaction between the players is limited. Therefore, this article emphatically discusses the interaction behavior between the players, as well as the influence it plays to the loyalty, which can be the strategy references for online game industry when designing and marketing the game.This research uses the questionnaire survey way to collection data, mainly discussing whether the interaction between the players will lead to the mutual trust feeling, then discussing whether this kind of trust feeling will further produce loyalty to the game, last discussing whether the influence interaction plays to loyalty are intermediated by the mutual trust.This article takes Massively Multiplayer Online Role Playing Game as research object, and obtains 298 effective samples altogether. The article uses statistical software SPSS13.0 to carry on the statistical analysis:(1) Interaction between the players has some positive influence on trust. Concretely, the three interaction behavior all have positive influence on the ability and honest dimension of trust, but as to the benevolence dimension, social interaction , information and discuss interaction both have positive influence on it, while business interaction has no influence on it.(2)Trust between players has positive influence to loyalty.(3)Interaction between players has some influence on loyalty. Concretely, social interaction, information and discuss interaction both have positive influence on loyalty, wherever, business interaction has no influence on loyalty.(4)Confirms trust is the intermediary variable between interaction behavior and loyalty, and discuss its intermediary effect: ability, honest and benebolence dimension are partial intermediary effects as to the relathionshiop between social interaction and loyalty, while as to information and discussion interaction, trust is complete intermediary effect the benevolence dimension is complete intermediary effect.Finally this research puts forward to the proposal and the future research direction.更多还原