在線上遊戲取代單機遊戲成為主流，並蔚為風行後，許多國內線上遊戲公司，紛紛推出免費線上遊戲。近期更因網路技術進步，以及網路新興小說─修真小說(亦即仿道教修身修心之神怪歷險小說)的盛行，發展出免安裝與免費的修真網頁遊戲。 本文主要是探討有關青少年玩家在新興修真類小說，進行網路行銷暨網頁遊戲之策略及消費者決策的相關理論，以消費者決策模式為基礎，透過問卷調查方式蒐集資料，採SPSS進行統計資料分析，衡量修真小說中各種影響消費者之向度，並深究青少年於修真網頁遊戲中，小說的涉入度的提昇是否影響遊戲玩家之決策。研究結果發現：● 男性消費者對於修真小說導入網頁遊戲效果在「品牌態度」與「購買意願」上高於女性消費者。● 「遊戲時間較長」消費者對修真小說網遊效果有較高的認同度。● 「13-15歲」消費者消費決策上偏向於「衝動購買型」、「從眾購買型」、「品牌意識型」。● 消費者對於修真小說導入網頁遊戲效果的認同度愈高，其於網頁遊戲商品消費決策型態的表現愈明顯。 Numerous domestic online-game companies have started offering free online- games. It is mainly attributed to the shifting prevalence from offline to online games. Due to the advancement in technology, and the emerging online novels (the moral self-cultivation story which is similar to the Chinese adventure novels about demons and deities that aims to build one’s character and cultivate one’s mind), free Web games pertaining to the moral self-cultivation story is developed and made available with no installation required. This Thesis will investigate the effect of the moral self-cultivation story on teenagers in the following aspects: internet marketing strategy, web games strategy and consumer decision-making. Using the consumer decision-making model as the basis, the extent of the impact of the moral self-cultivation story on users is evaluated. This can be achieved through the collection of questionnaires and after which, SPSS software is adopted for statistical analysis. In addition, the outcome obtained can be used to examine the impact of the moral self-cultivation story on the level of engagement of the gamers and the decisions that they make. The results are briefly described as follows: ●Web games that incorporate the moral self-cultivation story will have greater impact on male consumers than female consumers in terms of brand attitude and the willingness to buy.●Consumers spending longer periods on gaming tend to have a higher acceptance towards the moral self-cultivation story.●The spending behavior of consumers aged between 13-15 years old are more inclined towards impulsive buying behavior, conformity behavior and brand consciousness.●The greater the acceptance towards the Web games- which incorporate the moral self-cultivation story- the more obvious is the decision pattern of Web games product consumption.
