網頁游戲顧客忠誠度影響因素實例分析-以開心網為例

電子商務論文編號:DZ246  論文字數:14952.頁數:26,附開題報告,任務書,外文翻譯
目  錄
前  言 1
1 文獻綜述 2
1.1網頁游戲的介紹 2
1.1.1 網頁游戲的概念、發展與現狀 2
1.1.2 網絡游戲忠誠度的研究 3
1.2顧客忠誠度的文獻綜述 3
1.2.1 顧客忠誠度的含義 3
1.2.1.1 態度忠誠論 3
1.2.1.2 行為忠誠論 3
1.2.1.3 情感忠誠論 3
1.2.2 顧客忠誠度影響因素分析 4
1.3開心網的基本情況 4
1.3.1 開心網的簡介 4
1.3.2開心網如此受歡迎的原因 4
.1.3.3 開心網提供的網頁游戲 5
1.3.4 開心網的存在問題 6
2 開心網顧客忠誠度影響因素實證分析 8
2.1 關于開心網顧客忠誠度的問卷調查情況 8
2.1.1問卷調查數據統計 8
2.1.2數據分析 10
2.2深度訪談開心網用戶 10
2.2.1訪談對象 10
2.2.2 訪談方式 11
2.2.3 訪談內容 11
2.3 研究結果 12
3網頁游戲顧客忠誠度影響因素歸納和建議 14
3.1 以開心網為例的網頁游戲顧客忠誠度影響因素 14
3.2 給開心網有關顧客忠誠度的建議 15
結  論 17
致　謝 18
參考文獻 19

摘　要

 近兩年來，國內外網頁游戲如雨后春筍般出現，令人目不暇給。中國毫無疑問是全球最大的網絡游戲市場，網頁游戲的巨大市場“錢景”也是勿庸置疑的。特別是隨著網絡游戲發展步入瓶頸階段，如何實現可持續增長變成了游戲產業發展的一道必答題，而網頁游戲正是被看好的一個新的后繼力量。
 隨著網頁游戲行業的迅猛發展，研究網頁游戲的顧客忠誠影響因素也隨之有了重要的意義。而在我國大陸地區對這方面的實證研究分析還是很少，本文將是一次嘗試。本文以開心網為例，借鑒網絡游戲和顧客忠誠度為研究領域中的相關研究，利用問卷調查和深度訪談的實證研究分析方法，挖掘出影響網頁游戲的顧客忠誠度影響因素，并總結了對開心網的建議。
 
關鍵詞：開心網，網頁游戲，顧客忠誠度
Abstract

 In the past two years, Web games have bloomed around the world. There is no doubt that China has become the biggest Web game market in the world, in the meanwhile people think highly of the market for its bright future. Particularly, with the fast development of the online games, how to realize the sustainable increasing is one of the most important problems that we will have to face. Now the Web game is considered to be a strong follow-up force.
 The Rapid development of internet makes a virtual world. Therefore an online game industry blooms. As the rapid development of online game industry, it’s very important to explore online games customers’ loyalty factors. An empirical study based on online game customers’ loyalty of china is less than other areas. The paper is an approach. In this paper, www.kaixin001.com as the example, draw online games and customer loyalty for research in the field of research, using questionnaires, interviews and case analysis of empirical research and analysis methods, impact of online games excavated loyalty factors. Finally, summarize recommendations of www.kaixin001.com.

Key words: www.kaixin001.com, web games, customers’ loyalty