基於感知價值、網路口碑探討購買意圖：以電子競技之電腦周邊產品為例

Discussion on the Purchase Intention with Perceived Value, Electronic Word-of-Mouth: Take the PC peripherals for E-sports gaming as an Example

近年來電玩遊戲產業快速崛起，尤其從2020年全球受到新冠肺炎（Covid-19）迅速擴散的影響，電子競技（eSport）等級之電腦週邊設備更得到關注而支撐起整個電競產業。然而現階段研究多聚焦在電競遊戲產業的發展、電競周邊產品規格及外觀設計，這已非廠商競爭優勢的唯一來源，應朝向如何傳遞價值給顧客才能不斷地創造新優勢來迎接競爭。因此，本研究落實於電子競技之電腦周邊產品之情境，融合感知價值、網路口碑透過滿意度及態度探討購買意圖；並採用結構方程模式（SEM）來分析與驗證假設。研究結果發現感知價值中的情感、經濟、品質，網路口碑，態度和滿意度會直接影響購買意圖；社會價值則不會產生直接影響。本研究依研究發現建議業者應該結合情感、經濟、品質之三種價值來觸發消費者的行為意圖，藉此制定出更精確的產品定位及差異化行銷策略。

In recent years, the video game industry has risen rapidly. Especially since the global outbreak of the pandemic Covid-19 in 2020, the PC peripherals of the electronic sports (eSport) level have attracted more attention and supported the entire gaming industry. However, most of the research mainly focuses on developing the eSports game industry and the specifications and appearance design of eSports peripheral products, which are not the only source of competitive advantage for manufacturers. Therefore, this study is implemented in the context of PC peripherals for esports gaming, integrating perceived value, electronic word-of-mouth, exploring purchase intentions through satisfaction and attitude, and using Structural equation modeling (SEM) to analyze and verify the hypotheses. The research findings support the hypotheses of emotion, economy, quality in perceived value, online word of mouth, attitude, and satisfaction but do not support social value in perceived value. This study suggests that business operators should combine the three values of emotion, economy, and quality to trigger the behavior intention of consumers to formulate a more accurate product positioning and differentiated marketing strategy.