Examining On-line Game Users' Brand Switching Intention: The Moderating Effects of Psychological Traits

[[abstract]]線上遊戲玩家轉換現象頻繁，皆有研究者深入探討，但皆無從線上遊戲族群特有的心理特質進行分析，此造成探討轉換因素不夠全面，至今研究仍然無法完全解釋，為何轉換現象比以前更加頻繁。本研究有鑑於此，採內外在因素全面探討線上遊戲轉換因素，外在因素以社會交換論為本研究基礎架構，以「滿意度」、「轉換成本」、「替代者吸引力」來探究對遊戲品牌轉換意圖的影響；內在因素則以線上玩家特有的心理特質「多樣化搜尋」、「風險承受」、「衝動性購買」，以及「多樣化搜尋與風險承受的交互作用」、「多樣化搜尋與衝動性購買」共五種做為干擾變數，探討其對「滿意度」、「轉換成本」、「替代者吸引力」與品牌轉換意圖之關係的干擾影響。 本研究以網路問卷收集資料，網路問卷總共回收問卷630份，使用迴歸模型的進行假說的驗證。研究結果發現，滿意度、轉換成本對品牌轉換意圖有負面影響，替代者吸引力對品牌轉換意圖有正面影響。心理特質干擾效果則顯示「多樣化搜尋」、「衝動性購買」、「多樣化搜尋與風險承受的交互作用」、「多樣化搜尋與衝動性購買的交互作用」對滿意度與品牌轉換意圖之關係有部分正面干擾效果；「多樣化搜尋」、「多樣化搜尋與風險承受的交互作用」則對轉換成本與品牌轉換意圖之關係有部分負面干擾效果，唯獨對替代者吸引力未具干擾效果。再者，風險承受的心理特質本研究證實線上遊戲者心理特質與品牌轉換意圖息息相關。本研究結論提出建議，希望對於未來研究者以及業界在降低品牌轉換意圖時有所依循。[[abstract]]The online gamers’ switching behaviors have been intensively studied but the effects of their psychological traits on brand switching are hardly explored Based on the theory of social exchange with the constructs of satisfaction switching costs alternative attractiveness this research adopted online gamers’ psychological traits risk taking impulsiveness and variety seeking as the moderating variables and examined their influence on the relationship between satisfaction switching costs alternative attractiveness and brand switching intention The on-line survey was conducted to collect empirical data A total of 630 samples were returned The results show that MMORPG player’s game switching intention will increase while alternative attractiveness is raised On the other hand the player’s switching intention will decrease when online gamers perceive higher switching cost and satisfaction The result of testing the moderating effects of psychological traits reveals that variety seeking risk taking the interaction of variety seeking and risk taking the interaction of variety seeking and impulsiveness have positive effects on the relationship between satisfaction and brand switching intention On the other hand variety seeking the interaction of variety seeking and risk taking demonstrated moderating effects on the relationship between satisfaction and brand switching intention No moderating effect was identified between alternative attractiveness and brand switching intentio