第五章 研究結論與建議
第二節 研究限制與未來研究方向
本研究主要是以電視遊樂器玩家購買遊戲軟體的購買行為作為本研究的架構，在資 料分析上人口統計數據未加入本研究架構，建議後續研究者可加入本研究於文獻探討中 所整理出人口統計變數的變項（如：性別、年齡、教育程度、主機平台開發商…等）作 為後續研究的參考。
本研究問卷於問項設計上的瑕疵因此導致三個構面，「知覺價格對購買意願的影響」、
「知覺價值對購買意願的影響」、「知覺價格對購買意願的影響」在回歸分析中的結果 並不顯著，希望後續研究者在問卷的設計上可加上各種不同的構面問項以改善此一現 象。
今年遊戲機產業上出現了新時代的３Ｄ成像技術導入數位娛樂中，如：３Ｄ裸眼技 術與３Ｄ立體成像技術等，本研究並未將此一新型態的科技納入作為研究範疇，希望下 一研究者有機會可以針對此部分技術做深入探討。
75
參考文獻
一、中文部分
1. 甘美玲，「知覺價格、知覺品質、知覺價值對購買意願之關係研究-以消費者購買數 位內容產品為實證」，成功大學管理學院高階管理碩士在職專班碩士論文，民國九 十五年。
2. 吳萬益，「企業研究方法」, 華泰文化事業股份有限公司，民國九十一年。
3. 高銘憶，「以科技接受模式探討體驗經濟對數位內容產品使用意願之影響-以線上漫 畫為例」，銘傳大學傳播管理研究所碩士論文，民國九十五年。
4. 張重昭、周宇貞，「知覺品質與參考價格對消費者知覺價值與購買意願之影響」，
企業管理學報 88. V45 期 P1-36.，民國八十八年。
5. 張重昭、謝千之，「產品資訊、參考價格與知覺品質對消費者行為之影響」，企業 管理學報 89. V47 期 P161-190.，民國八十九年。
6. 許瓊予，「數位內容領域別產業發展策略—數位遊戲產業發展策略」，簡報，經濟 部工業舉產業支援處，民國九十三年。
7. 陳正男、林素吟、丁學勤、詹琇蓉,「產品涉入、消費者特性與情境對網路購物的影 響:風險的觀點」，中華管理評論國際學報 93. V7 期(2) P106-125.，民國九十三年 8. 陳建文，「電子遊戲產業分析與臺灣遊戲廠商之策略研究」，國立台灣大學國際企
業學研究所碩士論文，民國九十四年。
9. 黃俊英,「多變量分析」, 中國經濟企業研究所，民國九十一年。
10. 黃逸平，台灣電子產業的寒流衝擊—Part I 韓國電子產業發展概況，Digitime Reaserch。
11. 黃逸平，台灣電子產業的寒流衝擊—Part II 韓國崛起對台灣產業的衝擊，Digitime Reaserch。
12. 黃逸平，台灣電子產業的寒流衝擊—Part III 從韓國崛起看台灣產業/企業發展之道，
Digitime Reaserch。
13. 劉士甄，「台灣動畫產業拓展國際行銷策略之研究」，銘傳大學傳播管理研究所碩 士論文，民國九十四年。
14. 蔡宜真、林秀玲譯，當藝術遇上經濟—個案分析與文化政策，台北，典藏藝術家庭 出版，民國九十二年。
76
15. 蔡東俊、吳萬益、李奇勳，「價格、保證及來源國形象對產品評價與購買意願的影 響」，管理學報 93. V21 期 P21-46.，民國九十三年。
16. 蔡東俊、 李奇勳，「消費者特性與網際網路購物意願關係之研究」，管 理學報 88. V16 期(4) P557-580.，民國八十八年。
17. 錢思敏，「數位內容產業之現在與未來」，台經院產業報導，民國九十四年。
18. 羅貫誠，「通路流透過網際網路執行的探討-從消費者的角度觀之」，國立中央大學 企業管理研究所碩士論文，民國九十一年。
二、英文部分
1. Aaker, D.A. (1996). Building Strong Brand. Consumer Behavior and Marketing Action, Kent Publishing Co.,
Analysis, 7(3/4), 251-258.
2. Arndt, J. (1967). Role of Product-Related Conversation in The Diffusion of A New Product. Journal of Marketing Research, 4(1967),.291-295.
3. Aufahrt, H., & Franz, H. (2006). The Evolution of Loyalty Intentions. Journal of Marketing, 70(2)APR, 122-132.
4. Babom, B. J., Hardesty, D.M., & Suter, T.A. (2003). Color and shopping intention : The intervewing effect of price fairness and perceived affect. Journal of Business Research, 56(7),541-551.
5. Bauer, R.Y. (1960). Consumer Behavior as Risk Taking. R.S. Handcock (ed.) Dynamic Marketing for A Changing World, Chicago Illinois: American Marketing Association, 389-398.
6. Bei, L. T., & Shang, C. F. (2006). Buliding marketing strategies for state-owned enterprises against private ones based on the perspective of customer satisfaction and service quality. Journal of Retailing and Consumer Services, 13,1-13.
7. Bloch, P. H., Sherrell, D. L., & Ridgway, N. M. (1986). Consumer Search: An Extended Framework. Journal of Consumer Research, 13(1), 119-126.
8. Bolton, L., Warlop, L., & Alba J. W. (2003). Consumer Perception of Price (Un)Fairness.
Journal of Consumer Research, 29(March),474-491.
9. Bowman, D., & Narayandas, D. (2001). Managing Customer-Initiated Contacts With Manufacturers: The Impact on Share of Category Requirements and Word of Mouth Behavior. Journal of Marketing Research, 38(Aug.), 281-197.
10. Brady, M. K., & Cronin, J. J. (2001). Customer Orientation : Effects on Customer Service Perceptions and Outcome Behaviors. Journal of Service Research, 3(3), .241-251.
77
11. Bredahl, L., Brunso, K., & Grunert, K. G. (2004). Consumer Perception of Meat Quality and Implications for product development in the meat sector-A reviews. Meat Science, 66,259-272.
12. Bruce, L. A., & Abhijit, B. (2002). The Effects of Discount Level, Price Consciousness and Sale Proneness on Consumers’ Price Perception and Behavioral Intentions. Journal of Business Research, 55, 775-583.
13. Callarisa, L., Sanchez, J., Rodriguez, R. M., & Moliner, M. A. (2006). Perceived value of the purchase of a tourism product. Tourism Management ,27, 394-409.
14. Campbell, M. C. (1999). Perceptions of price unfairness: Antecedents and consequence.
Jurnal of Marketing Research, 36(2),187-199.
15. Chen, Z., & Dubinsky, A. J. (2003). A Conceptual Model of Perceived Customer Value in E-Commerce : A Preliminary Investigation. Psychology & Marketing, 20, 323-347.
16. Cheng, S. H., Wei, Y. J., & Chang, H. J. (1998). Quality competition among hospitals : The effects of perceived quality and perceived expensiveness on health care consumers.
American Journal of Medical Quality 21(1), 68-75.
17. Choi, S., & Mattila, A. S. (2006). A cross-cultural comparison of perceived fairness and satisfaction in the context of hotel room pricing. Imternation Journal of Hospitality Managemetn 25,146-153.
18. Cox, D.F. (1967). Risk Handling in Consumer Behavior-An Intensive Study of Two Case,”
in Donald F. Cox (ed.), Risk Taking and Information Hadling in Consumer Behavior.
Boston: Harvard University Press,34-81.
19. Cunningham, S. M. (1967). The Major Dimension of Perceived Risk”, in Dinald F. Cox (ed.), Risk Taking and Information Hadling in Sonsumer Behavior, Boston. Harvard University Press, 82-108.
20. Davis,F.D., Bagozzi, R.P., Warshaw, P.R., “Extrinsic and intrinsic motivation to use computers in the workplace, ” Journal of Applied Social Psychology, Vol. 22 Issue 14, pp.1111-1132, July 1992.
21. Dodds, B.W., Monroe, K. B., & Grewal, D. (1985). The Effect of Brand and Price Information on Subjective Product Evaluation. Advances in Consumer Research, 12, .85-90.
22. Dodds, B.W., Monroe, K. B., & Grewal, D. (1991). Effect of Price, Brands and Store Information on Buyers’ Product Evluation. Journal of Markeing Research, 28(Aug.), 307-319.
23. Duhan, D. F., Wilcox, J. B., & Harrell, G. D. (1997). Influences on Consumer Use of
78
Word-Of-Mouth Recommendation Sources. Journal Academy of Marketing Science, 25(4), 283-296.
24. Dumana, T., & Mattilab, (2005). The Role of Affective Factors on Perceived Cruise Vacation Value. Tourism Management, 26, 321-323.
25. Feick, L. F., & Price, L. L. (1987). The Market Maven: A Diffuser of MarketPlace Informaiton. Journal of Marketing, 51(1), 83-97.
26. Gallarza, M. G., & Saura, I. G. (2006). Value Dimesion, Perceived Value, Satidfaction and Loyalty : An Investigation of University Students’ Travel Behaviour. Tourism Management, 27(3), 437-452.
27. Gastaldoa, P., Heynderickxb, I., Vicariob, E., & Zuninoa, R. (2005). Objective quality assessment of displayed images by using neural networks. Singal Processing : Image Communication, 20,643-661.
28. Gittell, J. H. (2002). Relationships Between Service Poviders and Their Impact on Customers. Journal of Service Research, 4(May), 299-311.
29. Gourille, J. T., & Moon, Y. (2005). Managing Price Expectations Through Product Overlap. Journal of Retailing, 80, 23-35.
30. Herr, P. M., Kardes, F. R., & Kim, J. (1991). Effect of Word of Mouth And
Product-Attributes Information on Persuasion: An Accessibility Diagnosticity Perspective.
Journal of Consumer Research, 17(3),454-462
31. Hoffman,D.L., Novak,T.P, “Marketing in Hypermedia Computer-Mediated
Environments:Conceptual Foundations“, Journal of Marketing, Vol. 60, pp.50-68,July 1996.
32. Holmes, J. H. & Lett, J. D. (1977). Product Sampling and Word of Mouth. Journal of Advertising Research, 17(5), 35-40.
33. Horn, D., & Salvendy, G. Consumer-based assessment of product creativity: A rewiew and reappraisal. Human Factors and Ergonomics inManufacturing, 16(2)SPR, 155-175.
34. Jacoby, J., & Kaplan, L. (1996). The Components of Perceived Risk”, M. Venkatesan (ed.) Proceedings, 3rd Annual Conference, Chicago: Association for Consumer Research,
382-393.
35. Jacoby, J., & Olson, J. C. (1985). Perceived Quality”, Lexington, MA:Lexington Books.
36. Jacoby, J., & Olson, J. C. (1997). Consumer Response to Price And Attitudinal,
Information Processing Perspective. Y. Wind and P. Greenberg, eds. Chicage : American Marketing Association, 73-86.
37. Kinneya, M. K., Grewal, D. (2006). Consumer willingness to claim a price-matching
79
refund : A look into to process. Journal of Business Research 59(2006),11-18.
38. Kotler, P. (1996). Analysis, Planning Implementation and Control”, 9 edition, New Jersey:
Prentice-Hall International Inc. Marketing Management.
39. Kotler, P. (1999). 10 edition. NJ: Prentice-Hall International Inc. Marketing Management.
40. Kotler, P. (2003). 11 edition. NJ: Prentice-Hall International Inc. Marketing Management.
41. Lee, M., & Cunningham, L. F. (1996). Customer Loyalty in The Airline Industry.
Transportation Quarterly, 50(2), 57-72.
42. Lichtenstein, D. R., Ridgway ,N. M., & Netemeyer, R. G. (1993). Price Perceptions and Consumer Shopping Behavior:A Field Study. Journal of Marketing Research, 30(May), 234-245.
43. Martocchio,J.J., Webster,J., “Microcomputer Playfulness:Development of a Measure with Workplace Implications, “ MIS Quarterly, Vol. 16 Issue 2, pp.201-226, June 1992.
44. Maxwell, S. (2001). Rule-based price fairness and its effect on willingness to purchase.
Jurnal of Economic Psychology , 23(Dec.), 191-212.
45. Mccoll-Kennedy, Janet, R., & Arichard, E. F. (2001). An Empirical Examination of the Involvement to External Search Relationship in Search Relationship in Services
Marketing. Journal of Services Marketing, 15(2), 82-98.\
46. Monroe, K. B. (1990). Pricing : Making Profitable Decisions. New York : McGraw-Hill Book Co.
47. Monroe, K. B., & Krishnan, (1985). The Effect of Price on Subjective Product Evaluation in Perceived Quality : How Consumer View Stores and Merchandise. New York :
McGraw-Hill Book Company.
48. Moon ,J, Kim, Y ., “Extending the TAM for a World-Wide-Web context, “ Information and Management, Volume 38,Issue 4, pp.217-230, Feb 2001.
49. Olson, J. C. (1977). Price as an Informaiton Cue: Effect in Product Evaluation,” in Procedding of the Third Annual Conference of the Association for Consumer Research, eds. M. Venkatesan,Collede Park. MD: Association for Cousumer Research,167-179.
50. Parasuraman, A. (1997). Reflections on Going Competitive Advantage Through Customer Value. Journal of the Academy of Marketing Science, 25(2),154-161.
51. Petrick, J. F. (2003). Measuring Cruise Passengers’ Perceived Value. Toruism
52. Petrick, J. F. (2004). First Timers’ and Repeaters’ Perceived Value. Journal of Travel Research, 143(Aug.),29-38.
53. Petrick, J. F. (2005). Segmenting Cruise Passengers With Price Sensitivity. Rourism Management, 26,753-762.
80
54. Salter, S. F. (1997). Developing a Customer Value-Based Theory of The Firm. Jurnal of the Academy of Marketing Science, 25(2),162-167.
55. Schiffman, W. L., & Kaunk, L. L. (2000). Consumer Behavior. 7th ed. New Jersey :Prentice-Hall, 4.
56. Schlosser, A. E. White, T. B., & Lloyd, S. M. (1996). Converting web site visitors into buyers：How web site investment increases consumer trusting beliefs and online purchase intentions. Journal of Marketing, 70(2)APR, 133-148.
57. Smoldt, R. K. (1998). Turn Word of Mouth into a Marketing Advantage. Journal Health Forum, 44(Sep/Oct),47-49.
58. Soderlund, M. (1998). Customer Satisfaction and Its Consequences on Customer Behavior Revisited. International Journal of Service Industry Management, 9(2), 169-188.
59. Srinivasan, N., & Ratchford, B. (1991). An Emprieal Test of A Model of External Search for Automobiles. Journal of Consumer Research, 18,233-242. 56. Stone, R.N., &
Gronhaug, K. (1993).Perceived Risk : Further Consideration for The Marketing Discipline.
European Journal of Marketing, 27(3),39-50.
60. Steuer,J., “Defining Virtual Reality: Dimensions Determining Telepresence, “ Journal of Communication ,Vol.42 Issue 4,pp.73-93, Dec 1992.
61. Suter, T. A., & Hardesty, D. M. (2005). Maximizing Earnings and Price Fariness Perceptions in Online Consumer-to-Consumer Auctions. Journal of Retailing, 81(4), .307-317.
62. Swait, J., & Sweeney, J. C. (2000). Perceived Value and Its Impact On Choice Behavior in A Retail Setting. Journal of Retailing and Consumer Services, 7(2), .77-88.
63. Sweeney, J. C., & Soutar G. N. (2001). Consumer Perceived Value : The Development of A Multiple Item Scale. Journal of Retailing, 77,203-220.
64. Sweeney, J. C., & Soutar, G. N. (1999). The Role of Perceived of Risk in the
Quality-Value Relationship : A Study in Retail Environment. Journal of Retailing, 75(1), pp.77-105.
65. Tan, S. J. (1999). Strategies for Reducing Consumers Risk Aversion in Internet Shopping.
Journal of Consumer Marketing, 16(2), 163-180.
66. Teas, R. K., & Agarwal, S. (1997). Quality Cues and Perceptions of Value : An Examination of The Medation Effect of Quality and Sacrifice Perceptions. Iowa State University Working Paper,37.6.
67. Teas, R. K., & Agarwal, S. (2000). The Effect of Extrinsic Product Cues on Consumers’
Perception of Quality, Sacfifice, and Value. Journal of the Academy of Marketing Science,
81 28(2), 278-290.
68. Thaler, & Richard, (1985). Mental Accounting and Consumer Choice. Marketing Science,”
4(Summer),199-214.
69. Thompson,S.H., Vivian, K.G., Raye, Y.C., “Intrinsic and extrinsic motivation in Internet usage, “ Omega The International Journal of Management Science,Vol.27 Issue 1, pp.25-27, Feb 1999.
1
2
3
4
5
6