角色扮演类网络游戏玩家互动行为对忠诚度影响之研究-企业管理专业论文.docxVIP

浙江大学硕士学位论文 浙江大学硕士学位论文 角色扮演类网络游戏玩家互动行为对忠诚度影响之研究 Abstract Winl 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 ganle． This research uses the questionnaire survey way to collection data，mainly discussing whetIler 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 anicle takes Massively Multiplayer Online Role Playing Game as research object，and obtains 298 effective samples altogether．The article uses statistical software SPSSl3．0 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