隨著網路的發展與普及，線上遊戲已成為青少年的主流休閒活動之一，而業界的競爭也日益激烈。台灣線上遊戲目前面臨市場成熟，玩家會員人數成長趨緩，如何能在此前提之下，找出具吸引力之線上遊戲品質要素，使企業得以永續經營，成為本研究之中心議題。 為了得到最大資源和時間效應，我們選擇了線上遊戲公開測試階段，並利用網路問卷調查法，針對線上遊戲使用者做調查，經統計填答人數600人，有效問卷595份，有效問卷比率為99.16%。 本研究利用Kano模式將品質要素分類，使用相對多數方式將品質要素分類為五大項：必須品質、一維品質、魅力品質、無差異品質、反轉品質。本研究得到以下結論：1.在四十一項品質要素中，有22項是一維品質，有18項是無差異品質，有1項是反轉品質。消費者最重視的產品構面是『角色設定』，最重視的服務構面是『系統品質』。2.在不同人口統計變數和線上遊戲使用經驗下，不同的消費族群對部分品質要素之看法具有差異。3.線上遊戲消費者重視服務更甚於產品內容。4.本研究利用Matzler and Hinterhuber提出的品質改善指標，提出一份可供業界參考的優先改善品質排名表。 With the rapid development and popularity of the internet, on-line game has successfully drawn most nowadays teenagers’ attention. The current situation for on-line game industries in Taiwan can be illustrated as matured market, flat membership growth. Therefore, how to find out feasible quality of on-game for strengthening game attractiveness under the above premises is central to this research.For get the maximum source and time effect, we choice Open-Beta stage in on-line game, and Use an on-line game survey would be conducted for player through online questionnaire. There were 600 people replied it, including 595 effective ones. The effective rate is 99.16%. The study applies Kano’s model to classify quality attributes as must-be quality, one-dimensional quality, attractive quality, indifferent quality and reverse quality. The results of this study has show that (1)22 items are classified as one-dimensional quality, 18 items are classified as indifferent quality, 1 item are classified as reverse quality. There are not any must-be quality and attractive quality. Consumers are the most pay much attention on character setting in product content, and the most pay attention on system quality in service.(2)There are statistically significant differences between customers with different demographics and on-line game experience for some quality attributes.(3)Consumers are the most pay attention on service more than product content.(4)This study uses quality improvement index to make a list for industrial circles.
