chpchu@mail.ndhu.edu.tw viviyawu@hotmail.com 1041 ( ) 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 - 45 -
? 24 Katz and Shapiro (1985) (Network Externality) (Internet Addiction) ( ) MIC 2002 40 2003 68 67% - 46 -
2004 2006 92 118 152 (PC game) 32 (LAN game) (On-line game) 1000-4000 (PRG) (Massive Multiplayer Online Role Playing Game, MMORPG) (, 2001, 2004, 2004) (, 2003, 2004, 2004) 1. 2. 2 3 3. - 47 -
( ) 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) - 48 -
(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) - 49 -
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) - 50 -
MY3Q (http://www.my3q.com/) BBS 1000 (http://www.gamebase.com.tw/) (2005 2 1 2 28 ) 2181 1041 8 : 2 Q 28 90.5% 91.9% 546 52.4% Likert 1~5 / / 1 4 Kline (1998) 0.5 0.5 1 2 GFI NFI CFI 0.9 T-value 3.29 3 4 T-value 3.29 Anderson and Gerbing (1988) 1.00 1 3.84 5 6 1.00-51 -
1 0.71 0.67 1. 0.70 0.50 2. 0.85 0.28 3. 0.88 0.22 0.80 0.37 1. 0.58 0.67 2. 0.71 0.50 3. 0.58 0.66 4. 0.65 0.57 5. 0.47 0.78 6. 0.67 0.55 7. 0.54 0.71 0.80 0.58 1. (GM) 0.83 0.31 2. (GM) 0.78 0.38 3. 0.65 0.57 0.58 0.37 1. 0.33 0.89 2. 0.96 0.08 3. 0.28 0.92 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<0.05 2.58 p<0.01 3.29, p<0.001-52 -
2 0.78 0.54 1. 0.68 0.54 2. 0.80 0.37 3. 0.73 0.47 0.60 0.43 1. 0.71 0.49 2. 12 0.59 0.65 0.74 0.60 1. 0.76 0.42 2. 0.78 0.40 0.70 0.43 1. 0.62 0.61 2. 0.72 0.48 3. 0.61 0.62 0.94 0.80 1. 0.84 0.30 2. 0.96 0.08 3. 0.94 0.11 4. 0.84 0.29 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<0.05 2.58 p<0.01 3.29, p<0.001-53 -
3 0.70 0.43 1. ( ) 0.70 0.52 2. 0.66 0.57 3. 0.62 0.62 T-Value 1.96 p<0.05 2.58 p<0.01 3.29, p<0.001 4 0.67 0.41 1. 0.51 0.74 2. / 0.62 0.62 3. 0.77 0.41 T-Value 1.96 p<0.05 2.58 p<0.01 3.29, p<0.001 5 X 2 df X 2 1. 690.76 62 -- 2. 1970.10 63 1279.34 3. 1740.00 63 1049.24 4. 1495.60 63 804.84 ( X 2 ) 3.841 p<0.05 6.635 p<0.01-54 -
6 X 2 df X 2 1. 255.48 29 -- 2. 256.38 30 0.9 3. 356.17 30 100.69 4. 526.94 30 271.46 5. 262.25 30 6.77 6. 280.13 30 24.65 7. 290.28 30 34.8 ( X 2 ) 3.841 p<0.05 6.635 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) 7-55 -
(λ=0.79) (λ=0.78) (λ=0.78) (λ=0.70) (λ=0.63) (λ=0.65) (λ=0.65) 7 0.61 0.82 0.64 (Bagozzi and Yi, 1988) 0.55 0.6 0.5 7 0.61 0.34 0.59 0.65 0.54 0.70 0.61 0.62 0.82 0.53 0.70 0.51 0.78 0.39 0.78 0.39 0.63 0.60 0.55 0.31 0.35 0.88 0.79 0.37 0.44 0.80 0.64 0.37 0.65 0.58 0.53 0.72 0.65 0.58 1 2 T-Value 1.96 p<0.05 2.58 p<0.01 3.29, p<0.001-56 -
R 2 (R 2 =0.92) 92% R 2 0.42 ( ) 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 -
(β 21 =0.57 p<0.001) 1 8 γ 11 β 21 0.37 γ 21 0.32 0.69 0.31 0.57 1 0.65 1 0.32 0.57 2 0.31 2 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<0.001 1 8 0.32 0.37 0.69 0.31 0.31 0.57 0.57 T-Value 1.96 p<0.05 2.58 p<0.01 3.29, p<0.001-58 -
( ) (, 2003) ( ) ( ) ( ) ( ) - 59 -
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