? 24 Katz and Shapiro (1985) (Network Externality) (Internet Addiction) ( ) MIC %

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1 ( ) Abstract This study confers on the causes and effects between network externality, internet addiction, satisfaction, and on-line game players' continues using behavior. The on-line game survey would be conducted for players through online questionnaire. There were 1041 people replied it. Through online questionnaires and Structural Equation Modeling, our study's hypotheses have all be support. The results that network externality, Internet addiction, and satisfaction will have positive effect on continues using behavior. Additionally, network externality had the largest total effect (direct and indirect) on continue using behavior. Keywords Online game Network externality Internet addiction Structural Equation Modeling

2 ? 24 Katz and Shapiro (1985) (Network Externality) (Internet Addiction) ( ) MIC %

3 (PC game) 32 (LAN game) (On-line game) (PRG) (Massive Multiplayer Online Role Playing Game, MMORPG) (, 2001, 2004, 2004) (, 2003, 2004, 2004)

4 ( ) Oliver (1980) Fornell (1992) - 1. (DeLone and McLean, 1992 Pitt et al., 1995 Seddon, 1997 Rai et al., 2002 Lin and Lu, 2000 Mckinney et al., 2002 Torkzadeh and Dhillon, 2002) (1) (2) (3) 2. (2002) (2002) (2003) (1) (2)

5 (3) GM Katz and Shapiro (1985) (Network Externality) ( Katz and Shapiro, 1985 Chou and Shy, 1990, 1993 Varian, 1997) ( ) (Addiction) ( Bratter and Forest, 1985) ( ) (Hatterer, 1994) Goldberg (1996) Griffiths (1998) (Human-Machine Interaction) ( ) Young (1996) (Center for Online Addiction) Armstrong et al. (2001) (DSM-IV) DSM-IV Internet Addiction Disorder(IAD)

6 Davis (2001) (Pathological Internet Use, PIU) ( ) Hsu and Lu (2004) ( ) (Lou et al., 2000 Hsu and Lu, 2004) ( ) Oliver (1980) (Expectation-Confirmation Theory, ECT) McKinney et al. (2002) ETC ETC ( ) Becker and Murphy (1988) (2003) (Tolerance)

7 MY3Q ( BBS 1000 ( ( ) : 2 Q % 91.9% % Likert 1~5 / / 1 4 Kline (1998) GFI NFI CFI 0.9 T-value T-value 3.29 Anderson and Gerbing (1988)

8 (GM) (GM) X 2 =690.76, df=62, X 2 /df=11.14 GFI=0.91, AGFI=0.86, NFI=0.92, NNFI=0.93, CFI=0.94 T-Value 1.96 p< p< , p<

9 X 2 =334.58, df=31, X 2 /df=10.79 GFI=0.94, AGFI=0.89, NFI=0.96, NNFI=0.95, CFI=0.97 T-Value 1.96 p< p< , p<

10 ( ) T-Value 1.96 p< p< , p< / T-Value 1.96 p< p< , p< X 2 df X ( X 2 ) p< p<

11 6 X 2 df X ( X 2 ) p< p<0.01 Anderson and Gerbing (1988) LISREL 8.54 (Chi-Square=573.45, df=60, RMSEA=0.091, GFI=0.92, AGFI=0.88,NFI=0.92, NNFI=0.91, IFI=0.93, CFI=0.93, PNFI=0.71, PGFI=0.61)

12 (λ=0.79) (λ=0.78) (λ=0.78) (λ=0.70) (λ=0.63) (λ=0.65) (λ=0.65) (Bagozzi and Yi, 1988) T-Value 1.96 p< p< , p<

13 R 2 (R 2 =0.92) 92% R ( ) H1 ( ) (γ 11 =0.65 p<0.001) (Hsu and Lu, 2004) ( ) H2 (γ 21 =0.32 p<0.001) ( ) H3 (γ 22 =0.31 p<0.001) ( ) H4-57 -

14 (β 21 =0.57 p<0.001) 1 8 γ 11 β γ Chi-Square=573.45, df=60, RMSEA=0.091, GFI=0.92, AGFI=0.88, NFI=0.92, NNFI=0.91, IFI=0.93, CFI=0.93, PNFI=0.71, PGFI=0.61 p< T-Value 1.96 p< p< , p<

15 ( ) (, 2003) ( ) ( ) ( ) ( )

16 ( ) ( ) ( ) ( ) GM 1. (2001) TAM 2. (2002) 3. (2004) 4. (2002) 5. (2004) 6. (2003) Happy 7. (2003)

17 8. (2003) Anderson, J. C., and Gerbing, D. W. (1988), Structural Equation Modeling in Practice: A Review and Recommended Two-Step Approach, Psychological Bulletin, Vol. 103, No. 3, pp Armstrong, L., Philips, J. G.., and Saling, L. L. (2000), Potential Determinants of Heavier Internet Usage, Human-Computer Studies, Vol. 53, pp Bagozzi, R., and Yi, Y. (1988), On the Evaluation of Structural Equation Models, Journal of Academy of Marketing Science, Vol. 16, pp Becker, G. S. and Murphy, K. M. (1988), A Theory of Rational Addiction, The Journal of Political Economy, Vol. 96, No. 4, pp Bratter, T. E. and Forrest, G. G. (1985), Alcoholism and Substance Abuse: Strategies for Clinical Intervention, New York: free press. 14. Chou, C. F. and Shy, O. (1990), Network Effects without Network Externalities, International Journal of Industrial Organization, Vol.8, pp Chou, C. F. and Shy, O. (1993), Partial Compatibility and Supporting Service, Economics Letters, Vol.41, pp Davis, R. A. (2001), A Cognitive-behavioral Model of Pathological Internet Use, Computers in human behavior, Vol. 17, pp DeLone, W. H., and McLean, E. R. (1992), Information Systems Success: The Quest for the Dependent Variable, Information Systems Research, Vol. 3, No.1, pp Fornell, C. (1992), A National Customer Satisfaction Barometer: The Swedish Experience, Journal of Marketing, Vol. 56, No. 1, pp Goldberg, I. (1996), Internet Addiction Disorder, Griffiths, M. (1998), Internet addiction: Does Internet and Computer Addition Exist? Some Case Study Evidence, Hatterer, L. J. (1994), Addictive Process, Encyclopedia of Psychology, New York: John Wiley and Sons. 22. Hsu, C.-L., and Lu, H.-P. (2004), Why do People Play On-Line Games An Extended TAM with Social Influences and Flow Experience, Information & Management, Vol. 41, pp Katz, M., and Shapiro, C. (1985), Network externalities, competition, and compatibility, The American economic review, Vol. 75, No. 3, pp Kline, R. B. (1998), Principles and Practice of Structural Equation Modeling, New York: The Guilford Press. 25. Lin, C.-C., and Lu, H.-P. (2000), Towards an Understanding of the behavioral intention to use a web site, International Journal of Information Management, Vol. 20, pp Lou, H., Luo, W., and Strong, D. (2000), Perceived Critical Mass Effect on Groupware Acceptance, European Journal of Information Systems, Vol. 9, pp McKinney, V., Yoon, K., and Zahedi, F. M. (2002), The Measurement of Web-Customer Satisfaction: An Expectation and Disconfirmation Approach, Information Systems Research, Vol. 13, No. 3, pp Oliver, R. L. (1980), A Cognitive Model of the Antecedents and Consequences of Satisfaction, Journal of Marketing Research, Vol. 17, pp

18 29. Pitt, L. F., Watson, R. T., and Kavan, C. B. (1995), Service quality: A Measure of Information Systems Effectiveness, MIS Quarterly, Vol.19, No. 2, pp Rai, A., Lang, S. S., and Welker, R. B. (2002), Assessing the Validity of IS Success Models: An Empirical Test and Theoretical Analysis, Information Systems Research, Vol. 13, No. 1, pp Seddon, P. B. (1997), A Respeciation and extension of the DeLone and McLean model of IS success, Information Systems Research, Vol. 8, pp Torkzadeh, G., and Dhillon, G. (2002), Measuring Factors that Influence the Success of Internet Commerce, Information Systems Research, Vol. 13, No. 2, pp Varian, H. R. (1997), Versioning Information Goods, Working paper, Yang, Z., Peterson, and Huang, L. (2001), Taking the Plus of Internet Pharmacies, Marketing Health Services, summer, pp Young, K. S. (1996), Internet addiction: the emergence of a new clinical disorder, Zeithaml, V. A., Parasuraman, A., and Malhotra, A. (2002), Service Quality Delivery Through Web Sites: A Critical Review of Extant Knowledge, Journal of the Academy of Marketing Science, Vol. 30, No. 4, pp

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