Chapter V- Discussion
5.4 Research Limitations
Due to the limited time, human & financial resources, the study has the following limitations:
1. Game titles were not asked in the questionnaire survey; therefore, there might be a possible bias if a big portion of players play the same game and answer specifically based on feelings toward the game
2. The study focuses on people who are gamers themselves, and those gamers have at least some online gaming experience; therefore, the non-gamers are not being considered or compared to in this research.
3. People’s purchasing behaviour change over time, and will be influenced by the environment. The results from the study might not be able to get into much insight when the variable of time and/or environment is taken into account.
REFERENCES
1. Armstrong, A. & Hagel, J. (1996). “The Real Value of On-line Communities”. Harvard Business Review, Vol. 74, No.3, pp.134-140.
2. Chen, J.P. (1994). “A Script Planning and Rapid Prototyping Environment for Multimedia Game”. Thesis paper for National Central University, Department of Computer Science and Information Engineering.
3. Cohen, A. (2000). “Film Music: Perspectives from Cognitive Psychology”, Music and Cinema, Buhler, J., Flinn, C. and Neumeyer D. (eds), Hanover, NH, University Press of New England, pp.260-372.
4. David, M.C., Artaro, M., & Agueda, E. (2007). “An Integrated Model of Price, Satisfaction and Loyalty: An Empirical Analysis in the Service Sector”. The Journal of Product and Brand Management, Santa Barbara: 2007. Vol.16, Iss.7, p.459.
5. Davis, F.D. (1989). “Perceived Usefulness, Perceived Ease of Use, and User Acceptance of Information Technology”. MIS Quarterly, Vol.13, No.3, pp.318-339.
6. Davis, J.P., Steury, K., & Pagulayan, R. (2009). “A Survey Method for Assessing Perceptions of a Game: The Consumer Playtest in Game Design”. Game Studies, Vol.5, No.1, pp.4-8.
7. DFC Intelligence, http://www.dfcint.com/game_article/mar06article.html, 2006.
8. Engle, J.F., Blackwell, R.D., & Miniard, P.W. (1986). Consumer Behavior (5th ed.).
New Work: Plenum Press.
9.GameFaqs.com, http://www.gamefaqs.com.
10. Geller, L. (1997). “Customer Retention Begins with the Basics”. Direct Marketing, Vol.60, No.5, pp.58-62.
11. Griffin, J. (1997). Customer Loyalty: How to Earn It, How to Keep It. Lexington Book, N.Y.
12. Guo, Y. & Barnes, S. (2007). “Why People Buy Virtual Items in Virtual Worlds with Real Money”. The DATABASE for Advances in Information Systems, Vol.28, No.4, pp.69-76.
13. Hausknecht, D.C. (1990). “Measurement Scales in Customer Satisfaction and Dissatisfaction”. Journal of Consumer Satisfaction, Dissatisfaction and Complaining Bahavior, pp.1-11.
14. Heijden, H. (2006). “User Acceptance of Hedonic Information Systems”. MIS Quarterly, Vol.28, No.4, pp.695-704.
15. Henning-Thuran, T., Gwinner, K.P., & Gremler, D.D. (2002). “Understanding Relationship Marketing Outcomes: an Integration of Relational Benefits and Relationship Quality”. Journal of Service Research, Vol.4, No.3, pp.230-247.
16. Hsu, C.L. & Lu, H.P. (2004). “Why Do People Play On-line Games? An Extended TAM with Social Influences and Flow Experience”. Information & Management, Vol.41, No.7, pp.853-868.
17. Jessie, Q. R. (2008). “Revenue Model Innovations in the Chinese Online Game Market”. Mind Trek ’08: Proceedings of the 12th international conference on entertainments and media in the ubiquitous era. pp.44 - 48.
18. Jones, T.O. & Sasser, W.E. (1995). “Why Satisfied Customers Defect”. Harvard Business Review Catalogue, Vol.76, No.6, pp.88-99.
19. Juul, J. (2001). “Games Telling Stories? A Brief Note on Games and Narratives”.
Game Studies, Vol.1, No.1, pp.2-4.
20. Kim, K.H., Park, J.Y., Kim, P.Y., Moon, H.I., & Chun, H.C. (2002). “E-lifestyle and Motives to Use Online Games”. Irish Marketing Review, Vol.15, No.2, pp.71-77.
21. Konfaris, M. (2002). “Applying the Technology Acceptance Model and Flow Theory to Online Consumer Behavior”. Information Systems Research, Vol.13, No.2, pp.205-223.
22. Lai, L.J. (2005). “The Influence of Content Structure and Pay System of Online Game on Satisfaction and Loyalty of Clients”. Thesis paper for Tamkang University, Department of Business Administration.
23. LaTour, S.A. & Peat, N.C. (1979). “Conceptual and Methodological Issues in Consumer Satisfaction Research”. Advances in Consumer Research, Vol.6, Iss.1, pp.431-437.
24. Lee, W.Z. (2007). “Study on the Player’s Consumption Effect of Online Game Mechanism”. Thesis paper for Hsuan Chuang University, College of Information &
Communication.
25. Liang, C.H. (2007). “Fun Gaming, a Studying of Interactive Gaming Mechanism in Video Game Design”. Thesis paper for National Chiao Tung University, Institute of Architecture.
26. Lin, H. & Sun, C. (2007). “Cash Trade Within the Magic Circle: Free-to-Play Game Challenges and Massively Multiplayer Online Game Player Responses”. Proceedings of DiGRA 2007: Situated Play. Tokyo: The University of Tokyo, September, 2007. pp.335-343.
27. Liu, Y. (2007), “The Long-Term Impact of Loyalty Programs on Consumer Purchase Behavior and Loyalty”. Journal of Marketing, Vol.71, No.4, pp.19-35.
28. MacInnes, J. (2005). “Dynamic Business Model Framework for Emerging Technologies”. International Journal of Services Technology and Management, Vol. 6, No.1: pp.214-219.
29. MarketingStats, http://www.marketingstats.com.
30. Mulligan J. & Patrovsky B. (2003). Gurus Talk on Online Games. New Riders Pub, N.Y.
31. My3Q Free Online Survey, http://www.my3q.com.
32. Oh, G. & Ryu T. Y. (2007). “Game Design on Item-Selling Based Payment Model in Korean Online Games”. Proceedings of DiGRA 2007: Situated Play. Tokyo: The University of Tokyo, September, 2007. pp.650-657.
33. Oliver, R.L. (1993). “Cognitive, Affective and Attribute Bases of the Satisfaction Response”. Journal of Consumer Research, Vol.20, pp.418-430.
34. Oliver, R.L. (1999). “Whence Consumer Loyalty”. Journal of Marketing, Vol.63, No4, pp.33-44.
35. Perterson, R.A. & Wilson, W.R. (1992). “Measuring Customer Satisfaction: Fact and Artifact”. Journal of the Academy of Marketing Science, Vol.20, No1, pp.61-71.
36. Reichheld, F.F. & Sasser, W.E. (1990). “Zero Defections: Quality Comes to Services”. Harvard Business Review, Vol.68, No.5, pp.105-111.
37. Shapiro, C. & Hal, R. V. (1999). Information Rules: A Strategic Guide to the Network Economy, Harvard Business School, Boston, MA.
38. Smith, G.M. (2002). “Computer Games Have Words, Too: Dialogue Conversations in Final Fantasy VII”. Game Studies, Vol.2, No.2, pp.16-22.
39. Szymanski, D.M. & Hise, R.T. (2000). “e-Satisfaction: An Initial Examination”.
Journal of Retailing, Vol.76, No3, pp.309-322.
40. Tsai, C.Y. (2004). “A Study on the Factors which Affect Intention Behavior to On-line Game”. Thesis paper for National Taiwan University of Science and Technology, Department of Information Management.
41. Tsai, C.L. (2006). “Exploration of Playability Design Guideline in Massive Multiplayer Role-playing On-line Games”. Thesis paper for National Chiao Tung University, Institute of Communication Studies.
42. Wansink, B. (2003). “Developing a Cost-Effective Brand Loyalty Program”. Journal of Advertising Research, Vol.43, No.3, pp.301-309.
43. Whalen, Z. (2004). “Play Along- An Approach to Videogame Music”. Game Studies, Vol.3, No.1: pp.17-20.
44. Wong, A. & Zhon, L. (2006). “Determinants and Outcomes of Relationship Quality: a Conceptual Model and Empirical Investigation”. Journal of International Consumer Marketing, Vol.18, No.3, pp.81-96.
45. Wosczynski, A.B. & Whitman, M.E. (2004). “The Problem of Common Method Variance in IS Research”. The Handbook of Information Systems Research, A.B.
Woszczynski and M.E. Whitman (Eds), Hershy, PA: Idea Group Inc., pp.66-77.
46. Wu, J., Li, P., & Rao, S. (2008). “Why They Enjoy Virtual Game Worlds? An Empirical Investigation”. Journal of Electronic Commerce Research. Long Beach: 2008.
Vol.9, Iss.3, pp.219-231.
47. Wu, W.Y. & Lin, C.H. (2001). Business Research Methods, 1st edition. Hwa Tai Publishing.
48. Xu, S.L. (2004). “The Study on the Effect of Customer Satisfaction from Online Game Designing Attraction”. Thesis paper for National Dong Hwa University, Department of Business Administration.
49. Yang, F.Y. (2007). “Exploring Online Community Formation and Identity Trajectory from MMORPG Players’ Motivation”. Thesis paper for National Central University, Institute of Network Learning Technology.
50. Ye, M. & Cheng, L. (2006). “System-Performance Modeling for Massively Multiplayer Online Role-Playing Games”. IBM Systems Journal. Armonk: 2006, Vol.45, Iss.1, pp.45-59.
51. Yoon, U. (2005). “A Quest for the Legal Identity of MMORPGs: from a Computer Game, back to a Play Association”. Journal of Game Industry & Culture, Vol.10, No.2, pp.92-104.
52. Zhang, W.C. (2002). “The Study on Online Game Software Design Element and Consumer Satisfaction”. Thesis paper for Tamkang University, Department of Information Management.
53. Zeithaml, V. & Bitner, M.J. (1996). Services Marketing. McGraw Hill, New York.
54. Zeschuk, G. & Muzyka, R. (2004). “Why Don’t People Finish Games?”. Game Studies, Vol.1, No.3, pp.55-61.
APPENDIX A- Translated Questionnaire Survey (in English)
design of the most recent F2P MMORPG game you have played and check the associated boxes.This is an academic questionnaire survey examining relationships between F2P MMORPG’s attractiveness of game design elements and gamers’ loyalty. Keep in mind the data and any personal information you provide is solely for academic research purposes and will be kept completely anonymous, so please answer the questions as accurately as possible. Your valuable time and opinions will be of great assistance to this study, so thank you in taking your time filling out this survey.
Dear Respondents:
Le□ ss than $10,000 $10,001~20,000 □ □$20,001~30,000 $30,001~40,000 □ □$40,001~50,000 More than $□ 50,001
End of the Survey
Please check if you have missed any questions; THANK YOU again for your time
APPENDIX B- Original Questionnaire Survey (in Chinese)
第一部份:請依據目前或最近一次遊玩 F2P MMORPG 的經驗,選擇與你遊玩感受 最接近的選項, 並在適當的 □ 內打『』
非 不 普 同 非 常 常 不 同
同 同 意 意 通 意 意 1.遊戲的故事背景清楚的表達了該故事劇情
2.遊戲有著豐富和吸引的故事情節 3.遊戲中發生的劇情有連貫性
4.遊戲裡的角色隨著遊戲的進行有著明顯得成長 5.遊戲是有擴充性的, 並有許多任務讓玩家完成
□ □ □ □ □ □ □ □ □ □ □ □ □ □ □ □ □ □ □ □ □ □ □ □ □ 研究生:李建佑 敬啟 指導教授:陳光華 教授 國立交通大學 經營管理研究所 身體健康 萬事如意 !
敬祝
這是一份研究學術論文問卷,內容主要是在探討免費多人線上角色扮演遊戲 (F2P MMORPG) 之遊戲設計屬性與玩家忠誠度的關係。懇請您能撥空填答賜予寶 貴的意見。您的協助將成為本研究是否能順利完成之關鍵。本問卷內容僅供學術 研究之用,採不具名的方式,絕不對外公開,請以您的真實狀況及個人意見安心 作答。您的寶貴意見對本研究有極大的貢獻,對於您的協助,僅此敬致謝忱。
各位親愛的受訪者您好:
非 不 普 同 非
非 不 普 同 非 常 常 不 同
同 同 意 意 通 意 意 4. 此遊戲讓我感到歸屬感
5. 當我停止遊玩此遊戲時, 我會感到不自在 6. 我會繼續遊玩此款線上遊戲
7.我會推薦朋友跟我一起遊玩此遊戲
□ □ □ □ □ □ □ □ □ □ □ □ □ □ □ □ □ □ □ □
第三部份:此部分為個人背景資料,僅供統計分析之用,請在最適當的 □ 內打
『』
1. 性別 □男 □女 2. 年齡
□16 歲以下 □17~23 歲 □24~30 歲 □31~37 歲 □38~44 歲 □45 歲以上
3. 個人平均月收入 (新台幣 NTD)
□低於 10,000 元 □10,001~20,000 元 □20,001~30,000 元 □30,001~40,000 元 □40,001~50,000 元 □高於 50,001 元
本問卷到此結束,請您檢視是否有遺漏之處,再次感謝您的時間!