网络体验和个人特征对网络服务满意度的影响—一项基于青少年网络游戏行为的实证研究

本文以青少年的网络游戏消费为研究背景,探讨了网络服务中的体验性变量和个人特征对满意度的影响.根据体验营销和顾客满意理论并结合网络游戏的相关研究提出假设模型,通过问卷调查法收集数据.结构方程模型的检验结果显示,感知可用性、有趣性和控制力体验以及个人技能会增强满意度,而感知风险和个人新奇需求会降低满意度.网络存在感(Telepresence)受到不同体验性变量和个人特征的影响,并且与满意度之间没有显著关系,但是同样能够预测游戏行为.

The Effects of Online Experience and Individual Features on Online Service Satisfaction—An Empirical Study on Youth's Online Game Playing Behavior

This research investigates the effects of experiential factors and individual features on online service satisfaction in the context of young people's online game playing.Hypotheses are developed based on experiential marketing theory and customer satisfaction theory as well as pervious research findings on online game.We conducted consumer survey to collect data and employed structural equation modeling to examine hypotheses.Results indicate that satisfaction can be enhanced by experiential factors,such as perceived usability,fun and controllability,and individual playing skills,while can be reduced by perceived risk and individual need for novelty.In addition,telepresence can be influenced by different experiential and individual factors,has no significant connection with satisfaction,but can also be used to predict game playing behaviors.