線上遊戲忠誠顧客的人格特質對跨期忠誠度的影響

The Influence of Personality on Intertemporal Loyalty of Loyal Online Game Customers

過去研究指出開放性、嚴謹性、外向性與技巧、神迷、顧客忠誠有關係，但這三種特質隨著時間經過是否會影響技巧、神迷、顧客忠誠則較少被探討，因此，本研究以縱斷面研究設計，探討人格特質（開放性、嚴謹性、及外向性）、技巧、神迷如何影響顧客長期的忠誠。本研究中有345 位受測者，研究結果發現：(1)線上遊戲顧客的開放性、嚴謹性、及外向性會正向影響前期的技巧，且會間接增進前期的神迷及顧客忠誠，再進一步影響後期的顧客忠誠；(2)前期的技巧、神迷、及顧客忠誠分別會正向影響後期的技巧、神迷、及顧客忠誠；(3)線上遊戲顧客的外向性會影響後期的技巧。

Previous studies have indicated that openness, conscientiousness, and extraversion are important predictors for customer loyalty in online games. However, as we know, no studies have investigated the relationships among gamer personality and gamer loyalty over time, or intertemporal loyalty. Thus this longitudinal study investigated whether gamer openness, conscientiousness, and extraversion impact gamer intertemporal loyalty. This study obtained the responses from 345 gamers. The analytical results indicate that: (1) online gamer openness, conscientiousness, and extraversion positively contribute to gamer skill, and then increase flow and gamer loyalty at time point 1, and then increase loyalty at time point 2; (2) skill, flow, and loyalty at time point 1 are good predictors for skill, flow, and loyalty at time point 2; (3) online gamer extraversion predicts skill at time point 2.