應用整合型科技接受模式與創新擴散通用模型於企業導入數位學習之多層次分析

An Exploration of Multilevel Linear Modeling of IDT General Model and UTAUT on e-Learning

本文探討付費與非付費線上遊戲玩家心理特質之多樣化搜尋與風險承受的交互作用對影響遊戲滿意之服務品質、人際關係與轉換成本、替代者吸引力與轉換意圖的關係之干擾效果。研究對象為多人角色扮演線上遊戲玩家，實證結果顯示，付費玩家的轉換成本負向影響轉換意圖，替代者吸引力正向影響轉換意圖，心理特質未具干擾效果。非付費玩家轉換意圖僅受替代者吸引力正向影響，干擾效果檢驗顯示：多樣化搜尋、風險承受、以及多樣化搜尋與風險承受的交互作用，在替代者吸引力對轉換意圖的影響皆具有正向干擾效果。研究指出付費與非付費群族的轉換行為具有差異性，有助於遊戲業者在產品開發策略與行銷資源配置上的參考依據。

This research examines the moderating role of online gamers’ psychological traitsvariety seeking and risk taking on the relationship between gamers’ perception of service quality and interactive relations, switching cost, alternative attractiveness, and their switching intention. In addition, this study further segments on-line gamers into payment and nonpayment subgroups, and examines the difference of their moderation. Multiplayer Online Role-Playing Game players were used for empirical testing. For the payment group, the results show that switching intentions tend to increase as the attractiveness of the alternative games increases. On the other hand, player switching intentions tend to decrease when they perceive high switching costs. However, the moderation effects of the psychological traits were not supported in this group. For the nonpayment group, the results show that switching intentions tend to increase when the attractiveness of alternative games increases. Both variety seeking and risk taking positively moderates the relationship between alternative attractiveness and switching intentions. Furthermore, the interaction effect of variety seeking and risk taking moderates the relationship between alternative attractiveness and switching intention. The results offer online gaming companies strategic insights concerning the product development strategy and the deployment of marketing resources.