網路遊戲促銷活動透過知覺價值對購買意願的影響效果－－以網路遊戲涉入程度為干擾變數

The Effect of Promotional Activities of Online Games on Purchase Intention with Perceived Value Rendering a Mediating Effect—Involvement of Online Games as a Moderator

近年來遊戲產業蓬勃發展，網路遊戲業者常舉辦許多不同類型的促銷活動，欲勾起顧客想購買其商品的慾望，並且當顧客對網路遊戲擁有一定的涉入程度時，會藉此產生依賴感並進一步影響顧客，而知覺價值在這個過程中擁有舉足輕重的影響力。本研究針對網路遊戲，探討其促銷活動、涉入程度、知覺價值與購買意願之間的關係，採用線上問卷的方式，透過Google 網站進行問卷調查。經問卷收集後，共收回有效問卷336 份。研究結果顯示：(1) 網路遊戲促銷活動會透過四項知覺價值（情緒價值、社會價值、價格功能價值、品質功能價值）的中介變數，正向影響購買意願；(2)顧客對網路遊戲的涉入程度會強化促銷活動與四項知覺價值間的關係，亦即涉入程度呈現顯著干擾效果。

Recently, online games becomes popular, and firms of online games usually hold various promotional campaigns to increase consumers’ buying intention. Consumers’ involvement of online games as well as consumers’ perceived value play important role in the decision process. This study, focusing on online games, investigated the relationship among promotional campaigns, consumers’ involvement, perceived value, and purchase intention. Data was collected from Google website and 336 valid online questionnaires were gathered. Results of several regression analyses found that (1) Promotional campaign of online games, positively influence purchase intention with four types of perceived value (i.e. emotional value, social value, functional value from price, and functional value from quality) rendering mediating effects; (2) consumers’ involvement of online games, as a significant moderator, strengthened the relationship between promotional campaigns and four types of perceived value.