网民参与虚拟游戏感知对其网络忠诚度影响
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摘要
以虚拟游戏应用于社交网络平台作为研究对象,从用户参与平台虚拟游戏所获感知的角度,构建了网民参与虚拟游戏对社交网站网络忠诚度的影响模型。研究结果表明,游戏体验,游戏服务,安全性对网站行为忠诚和态度忠诚有显著正向影响,响应性、信誉度只对网站的态度忠诚有正向影响,而游戏成本对网站的态度忠诚有负向影响,建议网站应从提高网民游戏体验感知价值,降低游戏成本,加强对于游戏的环境维护与提升网站自身的信誉度四个方面来培养网民忠诚。
Taking the virtual social networking platform used in the game as the research object, and from the perspective of perception obtained from the users participating in a virtual gaming platform, this article builds an model of the influence of netizen participating in virtual games on the social networking site loyalty. The results show that the game experience, game service, and security on the social networking have a significantly positive impact on the site behavior loyalty and attitude loyalty, and responsiveness and credibility of the site only have a positive impact on the attitude loyalty, while the cost of the game on the site has a negative impact on the attitude loyalty. Therefore, to cultivate the loyalty of netizen, this paper proposes to improve the perceived value of Internet users' gaming experience, lower the cost of the game, strengthen the maintenance of the game environment, and promote the credibility of the site.
Taking the virtual social networking platform used in the game as the research object, and from the perspective of perception obtained from the users participating in a virtual gaming platform, this article builds an model of the influence of netizen participating in virtual games on the social networking site loyalty. The results show that the game experience, game service, and security on the social networking have a significantly positive impact on the site behavior loyalty and attitude loyalty, and responsiveness and credibility of the site only have a positive impact on the attitude loyalty, while the cost of the game on the site has a negative impact on the attitude loyalty. Therefore, to cultivate the loyalty of netizen, this paper proposes to improve the perceived value of Internet users' gaming experience, lower the cost of the game, strengthen the maintenance of the game environment, and promote the credibility of the site.
引文
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[16]魏松科.基于转换成本的网络游戏顾客忠诚度研究[D].杭州:浙江大学,2006.
[17]CSIKSZENTMIHALYI M.Flow:The Psychology of Optimal Experience[M].New York:Harper&Row,1990:3-10.
[18]CRONIN J J,TAYLOR S A.Measuring Service Quality:Are Examination and Extension[J].Journal of Marketing,1992,56(3):55-68.
[19]EUSWORTH T.Dynamic Marketing Behavior:AFunctionalist Theory of Marketing[J].Journal of Retailing,1965,41(4):58.
[20]罗伯特B·伍德拉夫.洞察你的顾客[M].董大海,权小妍,译.北京:机械工业出版社,2004.
[21]刘高勇,邓胜利,王彤.网络用户信息交互动力的实证研究[J].情报科学,2014,5(32):115-119.
[22]张慈,薛晓光,王大永.SPSS 21.0行业统计分析与应用[M].北京:清华大学出版社,2016.
[23]何晓群,刘文卿.应用回归分析[M].北京:中国人民大学出版社,2015.
[24]李永升,袁汉兴.信息网络安全管理义务及其正当化根据[J].现代传播,2017(7):130-134.
[2]李琪,薛君.基于顾客忠诚的网上消费者行为研究[J].经济管理,2004(2):75-81.
[3]ROSENBERG L J,CZEPIEL J A.A Marketing Apporach for Customer Retention[J].Journal of Consumer Marketing,1984,1(2):45-51.
[4]REICHHELD F R,SASSER W E.Zero Defections:Quality Comes to Services[J].Harvard Business Review,1990,68(5):105-111.
[5]REICHHELD F,SCHEFTER P.E-Loyalty:Your Secret Weapon on the Web[J].Harvard Business Review,2000,78(4):105-113.
[6]辛德尔.忠诚营销:E时代的客户关系管理[M].阙澄宇,史达,刘洪波,译.北京:中国三峡出版社,2001.
[7]CORSTJENS M,LAI R.Building Store Loyalty Through Store Brands[J].Journal of Marketing Research,2000,37(3):281-291.
[8]OLIVER R L.Whence Consumer Loyalty[J].Journal of Marketing,1999(5):33-44.
[9]GOMMANS M,KRISHAN K S,SCHEFFOLD K B.From Brand Loyalty to E-Loyalty[J].Journal of Electronic Commerce Research,2001(1):43-58.
[10]CARLSON J,SINNAPPAN S,KRIZ A.A Conceptual Framework to Manage E-Loyalty in Business-to-Consumer E-Commerce[M]//KAMHAMMETTU S.Building Customer Loyalty:Perspectives and Applications.Hyderabad:Le Magnus University Press,2005:161-172.
[11]SRINIVASAN S R,PONNAVOLU A K.Customer Loyalty in E-Commerce:An Exploration of its Antecedents and Consequences[J].Journal of Retailing,2002,1(78):41-50.
[12]CYR D,HASSANEIN K,HEAD M,et al.The Role of Social Presence in Establishing Loyalty in E-Service Environments[J].Interacting with Computers,2007,19(1):43-56.
[13]JACOBY J,CHESTNUT R.Brand Loyalty Measurement and Management[M].New York:John Wiley&Sons,1978.
[14]姬智敏.虚拟货币的应用对网络忠诚度的影响研究[D].北京:北京邮电大学,2009.
[15]刘艳阳,常亚平,郑宇.E-时代顾客忠诚因素分析及策略探讨[J].市场研究,2007(1):31-35.
[16]魏松科.基于转换成本的网络游戏顾客忠诚度研究[D].杭州:浙江大学,2006.
[17]CSIKSZENTMIHALYI M.Flow:The Psychology of Optimal Experience[M].New York:Harper&Row,1990:3-10.
[18]CRONIN J J,TAYLOR S A.Measuring Service Quality:Are Examination and Extension[J].Journal of Marketing,1992,56(3):55-68.
[19]EUSWORTH T.Dynamic Marketing Behavior:AFunctionalist Theory of Marketing[J].Journal of Retailing,1965,41(4):58.
[20]罗伯特B·伍德拉夫.洞察你的顾客[M].董大海,权小妍,译.北京:机械工业出版社,2004.
[21]刘高勇,邓胜利,王彤.网络用户信息交互动力的实证研究[J].情报科学,2014,5(32):115-119.
[22]张慈,薛晓光,王大永.SPSS 21.0行业统计分析与应用[M].北京:清华大学出版社,2016.
[23]何晓群,刘文卿.应用回归分析[M].北京:中国人民大学出版社,2015.
[24]李永升,袁汉兴.信息网络安全管理义务及其正当化根据[J].现代传播,2017(7):130-134.