英文摘要 |
In order to further understand the mind and thoughts of online role playing game players, this research is done by means of Zaltman Metaphor Elicitation Technique ("ZMET"), not the commonly-used method of consumers’ behavior research. Such approach is taken to find out the personal constructs, relative constructs and common constructs by the pictures, then build up the Consensus Map of the players. Consensus Map represents consumers’ real thoughts on certain products or services. It also shows consumers’ direct and obvious consensus of certain issues in the target market. Though this research, it is found that there are 27 common constructs of the Consensus Map by established 10 stages’ operations. In terms of consumers’ expectation, the three main frames "self-fulfillment", "self-respect" and "self-satisfaction" were also obtained respectively. All of these three frames and relevant constructs are associated with the three destination constructs "pursuing spirit satisfaction", "sense of achievement" and "sense of affiliation." The above-mentioned findings can be utilized by people in charge of Rand D for online role playing game to match the expectations of players. |