Sony Playstaion Wii IDC % CAGR

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1 * * arthur@ncut.edu.tw Tel: ext. 6317

2 Sony Playstaion Wii IDC % CAGR

3 3 Kleinschmidt and Cooper, 1991 Parasuraman, 1997 Woodruff, Huang and Tai, 2003 Veryzer 1998 Atuahene-Gima 1996

4 Booz et al Boyd and Mason 1999 Kotler Anderson and Mittal 2000 Zeithaml and Bitner 2000 Kotler 1997

5 5 Roper 2003 Flint et al., 2002 Kotler 1997 Kotler et al Holbrook 1999 Park et al Jaworski and Macinnis 1986 Park et al Engel et al Kotler (1997)

6 Kotler, 1997 Singh 1991 Singh 1991 Kandampully, 1998 Dick and Basu 1994 Oliver 1997 Oliver 1997 Jones and Sasser 1995

7 7 Gronholdt et al Bowen and Chen Ingrid 2004 Bowen and Chen Rogers 1995 Hoffer and Alexander 1992 Bourdeau et al Jerry et al. (2002) 12 H1

8 H1 H2 H4 H3 H Rogers 1995 Engel et al Kotler 1997 H2 Rust and Oliver 1994 Anderson 1995 Raval d and Gronroos 1996 Brady and Cronin, 2001 Forneel et al Athanassopoulos 2000 Zeithaml and Bitner H3

9 9 Doney and Cannon 1997 Sirdeshemukh et al Butz Goodstein 1996 H4 Oliva et al Anderson and Srinivasan 2003 H5 Ajzen and Fishbein 1980 Lam et al H6 ( )

10 ( ) Park et al ( ) Zeithaml and Bitner 2000 ( ) Bowen and Chen Park et al Zeithaml and Bitner Bowen and Chen Likert

11 % 78% 57.7% % % % 15, % 15,001 25, % 47.2% 2.3% % % % % 61.8%

12 % 38.0% 9.4% 12.5 % 47.2% 27.9% 22.6% 2.3% 3.6% 14.2% 22.9% / 57.7% 1.6% % 13~ % 19~ % 25~ % % 75.0% 1.8% 3.0% 3.2% 9.1% 6.4% % 38.2% 15, % 15,001~25, % 25,001~35, % 35,001~45, % 45, % % 301~ % 601~ % 901~ % % % 11~ % 21~ % 31~40 8.7% 41~50 5.0% 51~60 2.1% % Hair et al.,1998 Cronbach s α 0.89 composite reliability, CR Hair et al., 1998

13 13 2 t- α CR AVE (GM)

14 convergent validity Anderson and Gerbing 1988 p<.05 confirmatory factor analysis, CFA (discriminant validity) 0.50 AVE Fornell and Larcker χ p 0.00 GFI=0.94 AGFI=0.90 RMSEA=0.067 GFI AGFI RMSEA 0.08 NFI NNFI 0.93 CFI 0.96 IFI 0.96 PNFI 0.60 PGFI 0.50 Normed Chi-Square χ 2 /d.f γ 11 =0.79 Bourdeau

15 15 et al H1 γ 21 =0.46 Rogers H2 β 21 =0.29 Kotler et al H3 β 31 =0.82 Sirdeshemukh et al H β 32 =0.22 Anderson and Srinivasan 2003 H5 2 H1 H2 H3 H4 H H

16 T β *** β *** γ ** γ *** γ *** * = p<0.1 ** = p<0.05 *** = p<0.01; ( ) ( ) ( )

17 ( ) 78% 57.7% % 25,000 86% 47.2% 2.3% % % 61.8%

18 ( ) H1 Hoffer and Alexander, 1992 Bourdeau et al., 2002 H H3 Oliver, 1996; Rust and Oliver, 1994; Sirdeshemukh et al., 2002; Doney and Cannon, 1997 H4 H5 Oliva et al Anderson and Sullivan 1993 Ajzen and Fishbein 1980 Lam et al. 2004

19 19 H6 ( ) ( ) ( ) ( )

20 GM

21 Ahire, S. L., Golhar, D. Y. and Waller, M. A Development and validation of TQM implementation constructs. Decision Sciences, 27(1): Ajzen, I., and Fishbein, M Predicting and understanding consumer behavior: Attitude-behavior correspondence. New Jersey: Prentice-Hall. 3. Anderson, E. W An economic approach to understanding how customer satisfaction affects buyer perceptions of value, Proceedings of the AMA Winter Educators Conference, 6: Anderson, J. C. and Gerbing, D Structural equation modeling in practice: A review and recommended two step approach. Psychological Bulletin, 3:

22 Anderson, E. W. and V. Mittal Strengthening the satisfaction-profit chain. Journal of Service Research, 3: Anderson, R. E. and S. S. Srinivasan E-satisfaction and E-loyalty: A contingency framework. Psychology and Marketing, 20(2): Athanassopoulos, A. D Customer satisfaction cues to support market segmentation and explain switching behavior. Journal of Business Research, 47(3): Atuahene-Gima, K An exploratory analysis of the impact of market orientation on new product performance: A contingency approach. Journal of Product Innovation Management, 12(4): Booz, S., Allen S., Hamilton, S., New product management for the 1980 s.new York: Booz, Allen and Hamilton Inc Bourdeau, L., Chebat, J. and Couturier, C Internet consumer value of university students: v.s. Web users. Journal of Retailing and Consumer Services, 9(2): Boyd, T. C. and C. H. Mason The link between attractiveness of Extrabrand attributes and the adoption of innovations. Journal of the Academy of Marketing Science, 27: Bowen, J. T. and Chen, S.L The relationship between customer loyalty and customer satisfaction. International Journal of Contemporary Hospitality Management, 13: Brady, M. K. and Cronin, J. J Customer orientation: Effects on customer service perceptions and outcome behaviors, Journal of Service Research, 3(3): Butz, H. E. Jr. and Goodstein, L. D Measuring customer value: Gaining the strategic advantage, Organizational Dynamics, 24(4): Cronin, J. J., Brady, M. K., and Hult, G. T. M Assesing the effects of quality, value and Customer satisfaction on consumer behavioral intentions in service environments. Journal of Retailing, 76(2): Dick, A. S. and Basu, K Customer loyalty: Toward an integrated conceptual framework. Journal of the Academy of Marketing Science, 22(2):

23 Doney, P. M., and Cannon, J. P An examination of the nature of trust in buyer-seller relationship. Journal of Marketing, 61(2): Engel, J. F., Blackwell, R. D., and Miniard, P. W Consumer behavior (8th ed). Fort Worth: Dryden Press. 19. Flint, D. J., Woodruff, R. B. and Gardial, S. F Exploring the phenomenon of customers desired value change in a business-to-business context, Journal of Marketing, 66(4): Fornell, C. and Larcker, D. F Structural equation models with unobservable variables and measurement error: Algebra and statistics, Journal of Marketing Research, 18(3): Gronholdt, L., Martensen, A. and Kristensen, K. (2000). The relationship between customer satisfaction and loyalty: Cross-industry differences. Total Quality Management, 11: Hair, J. F., Anderson R. E., Tatham R. L., and Black W. C Multivariate data analysis (5th ed.). Upper Saddle River, New Jersey: Prentice-Hall, Inc Hoffer, J. A. and Alexander, M. B The diffusion of database machines. Data Base, 23(2): Holbrook, M. B Introduction to consumer value. In Morris B. Holbrook (Eds.), Consumer value: A framework for analysis and research: 128. Routledge: New York 25. Huang, C. W. and Tai, A. P A cross-cultural comparison of customer value perceptions for products: consumer aspects in East Asia, Cross Cultural Management, 10(4): Ingrid, F An index method for measurement of customer satisfaction. The TQM Magazine, 16(1): Jones, T. O., and Sasser, W. E Why satisfied customers defect. Harvard Business Review. 73: Kandampully J. (1998). Service quality to service loyalty: A relationship which goes beyond customer service. Total Quality Management, 9(6): Kleinschmidt, E. J. and Cooper, R. G The impact of product

24 innovativeness on performance. Journal of Product Innovation Management, 8(4): Kolter, P Marketing management: analysis, planning, implement and contro (8th ed.) New York: Prentice-Hall Inc Kotler, P. and Armstrong, G Marketing: an introduction, Upper Saddle River, N.J. Prentice Hall. 32. Kotler, P., Ang, S. H. Leong, S. M. and Tan, C. T Marketing management : An asian perspective (2nd ed.). Prentice Hall. 33. Lam, S. Y., Shankar, V., Erramilli, M. K., and Murphy, B Customer value, satisfaction, loyalty, and switching cost: An illustration from a business-to-business service context. Journal of the Academy of Marketing Science, 32(3): Oliva, T. A., Oliver R. L. and MacMillan, I. C A catastrophe model for developing service satisfaction strategies. Journal of Marketing, 56: Oliver, R. L Satisfaction a behavioral perspective on the consumer. New York: McGraw-Hill. 36. Parasuraman, A Reflections on gaining competitive advantage through customer Value, Journal of the Academy of Marketing Science, 25(2): Park, C. W., Joworski, B. J., and MachInnis, D. J Strategic brand concept image management, Journal of Marketing, 50(4): Ravald, A. and Grönroos, C The value concept and relationship marketing, European Journal of Marketing, 30(2): Rogers, E. M Diffusions of innovations (4rd ed.), New York: The Free Press. 40. Roper, K., A strategic cornerstone- Defining and measuring customer value, Journal of Construction Accounting and Taxation, January/February: Rust, R. and R. L. Oliver Service quality: Insights and managerial implications from the frontier. In Services quality: new directions in theory and practice, CA: Sage Publication.

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26 The Research of Relationship between Product Innovation and Customer Loyalty Tsung-Yu Chou * Department of Distribution Management, National Chin-Yi University of Technology Chia-Lun Hsu Department of Business Adminastration, Ling Tung University Abstract Because the requirements of customers are changing unceasing, all of the enterprises try to attract consumers to consume by product innovation strategy. The product innovation strategy is one of the concepts using in different industry extensively in recent years. The purpose of product innovation is to use the new innovation technique, such as the variety and differentiation of products and service, to strengthen or increase the customer value, customer satisfaction and customer loyalty directly. Recently, the online game market develops quickly. Owing to the number of player increasing and he market competition is fierce, business has to produce new products for strengthening market position. Hence, it induces the motivation of this paper. This research will explore the application of product innovation in online game industry and to understanding whether influence the customer loyalty or not. Data were analyzed with SPSS and LISREAL. The results concluding as follows: 1. The product innovation will help and enhance for customer value significantly. 2. Customer value, customer satisfaction will influence loyalty significantly. 3. Both of customer satisfaction and customer value are the important mediators for customer loyalty. Key words: Product Innovation, Customer Satisfaction, Customer Value, Customer Loyalty * Corresponding author arthur@ncut.edu.tw Tel: ext:6317

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