建構線上遊戲服務品質量表

Constructing the scale model of the service quality for on-line games

網際網路基本建設完備，網路的普及帶動線上遊戲成為生活消費、休閒娛樂的一個重要管道。近年來服務品質（service quality）對資訊系統服務與電子商務的重要性也逐漸成熟，大多學者認同服務品質關係顧客的滿意度進而影響後續購買行為。基於以上，本研究以線上遊戲產業為對象，以Parasuraman, Zeithaml and Malhotra1於2005年設計之E-S-QUAL量表為基礎，進行服務品質之研究，發展新的線上遊戲產業之服務品質量表，命名為OLG-SERVQUAL，並使用線性結構方程式進行分析。研究結果顯示本研究所發展之量表具有良好的整體模式適配度，說明本研究所發展之量表在心理計量上的品質。最後，本研究所發展之量表可供業者作為改善其服務品質參考。

As the internet environment matures, the on-line games grow rapidly and become more and more popular. Recently, the viewpoint that service quality is very important for e-commerce is emphasized by research people. Besides, most researchers also supposed that service quality influences customer’s satisfaction and loyalty, and further influence consumers behaviors in e-commerce. Based above, this research constructed a new scale of the service quality model for on-line games based on E-S-QUAL model1, named OLG-SERVQUAL. The study also utilized SEM to validate the new model. The result revealed that effectiveness and superiority of the new model. Finally, the managers can use this new model to improve service quality in order to enforce the firm’s competitiveness.