毫無疑問地，線上遊戲已經成為世界的一種潮流。為什麼線上遊戲會在如此短的時間內成為這樣受歡迎的焦點呢？線上遊戲擴散的研究能夠協助我們來了解此一特殊現象。因此，著重於線上遊戲採用的三篇研究便因應而生。以下將針對各研究作一簡單介紹：
發表於嘉義大學之第二屆服務業行銷暨管理學術研討會中的第一篇研究，命名為 “Online game marketing: A review on the rise, recent advances, and the future”。該研究嘗試著介紹線上遊戲這個新勢力以及其在四大市場之現況與未來發展，此四大市場分別為：南韓、美國、台灣與日本。此研究亦發掘了許多線上遊戲市場上的特殊行銷現象。
由於台灣為全球線上遊戲的第二大市場，以及本研究之研究中心，因此，以下兩篇研究則以台灣線上遊戲玩家為主要研究對象來探討影響線上遊戲採用之因素。接著，考慮了各相關學者理論所需蒐集之資料及其穩健性，本研究決定採用Rogers的 “Diffusion of Innovation” (DOI) 理論。此理論中提出了兩種影響消費者採用產品意願的因素：內部因素（消費著的特質）與外部因素（對創新產品的認知）。第二篇研究著重於DOI理論的內部因素的探討，命名為 “An investigation of the diffusion of online games in Taiwan: An application of Roger’s Diffusion of Innovation theory”。該文章在2004年發表於 “The Journal of American Academy of Business”期刊。該研究之研究結果支持了Rogers的理論，並發現在這些影響玩家線上遊戲態度的內部因素中有干擾變數的存在。
命名為 “A study of the perceive recognition affecting the adoption of innovations in respect of the online game in Taiwan” 的第三篇研究發表於淡江大學的2004年管理科學與經營決策國際學術研討會。該研究著重於DOI理論中外部因素的探討。研究結果亦支持DOI理論中所提出之使用者對線上遊戲的採用傾向受到相對優勢、相容性以及複雜性的影響。針對研究結果對於可嘗試性與易顯性兩項因素的不支持，本研究亦提出因子的影響力會根據不同類型的風險而改變。此外，結果亦證實影響因子的效力會隨時間而改變。

There is no doubt that playing online games, a new style of the Internet-driven entertainment, has become a trend throughout the world. Why online games do becomes such a popular attraction by the society within a very short period of time? The study of online game diffusion can help to answer the un-believable phenomenon. Three essays centered on the study of the adoption of online games are therefore conducted. These essays are discussed below:
The first essay, titled “Online game marketing: A review on the rise, recent advances, and the future”, was presented at “The 2nd Conference on Services Marketing and Management in 2003” in National Chia Yi University of Taiwan. The paper attempts to introduce the new force of online games, and its current and future situations in the four major markets, i.e., South Korea, the USA, Taiwan, and Japan. It also seeks to explore some special marketing phenomena within this subject matter.
As Taiwan represents the second large market, as well as the research center, the last two essays concentrate on Taiwan’s online game players to identify factors to affect the adoption of it. In view of the availability of required data and its robustness recognized by academics, Rogers’ “Diffusion of Innovation” (DOI) theory is adopted as the theoretical ground. Two main types of factors that affect consumers’ inclinations of adoption, i.e., internal factors (consumers’ characteristics) and external factors (perceived attributes of innovations), have been portrayed within the DOI domain. The second essay, titled “An investigation of the diffusion of online games in Taiwan: An application of Roger’s Diffusion of Innovation theory”, focuses on the internal factors of the DOI theory. This paper was accepted by “The Journal of American Academy of Business” in 2004. The final research findings supported Rogers’ theory, and for further DOI theoretical expansion, the study suggested a moderator of these internal factors in influencing players’ attitudes on online games.
Titled “A study of the perceive recognition affecting the adoption of innovations in respect of the online game in Taiwan”, and presented at “The 2004 International Conference in Management Sciences and Decision Making” held at Tan-Chiang University of Taiwan, the third essay concentrates on external factors brought from the DOI domain. The findings of the essay also support the DOI theory that users’ inclinations of adoption of online games are influenced by relative advantage, observability compatibility, complexity and trialability. In addition, the evidences also indicate that the effects of influences will change over time and by different types of risks, a very important point that has never been explored by the Roger’s DOI School.

Essay One:
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2nd Edition, American Marketing Association.
2. Chang, W.C. (2002), A Study on the Relationship between Online Game
Software Design Factors and User Satisfaction, unpublished Master
Thesis, Department of Information Management, Tamkang University,
Taiwan.
3. Chen, C.L. (2001), A Study of Customer Loyalty for Online Games,
unpublished Master Thesis, Department of Business Administration,
National Taiwan University of Science And Technology, Taiwan.
4. Chen, S.Y. (2001), “The Applaud of Online Game Website doesn’t
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Development of Online Game in Taiwan,” Software Industry Service
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6. Chiang, C.T. (2001), “NetValue: The Rate of Connecting Internet in
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9. Hanson, W. (2000), Principle of Internet Marketing, South-Western
College Publishing.
10. Ho, P.J. (2002), “Japanese SANGO Entered Taiwan to Occupy the
Market,” UDN.com, 2002/7/10, quote
from:http://archive.udn.com/2002/7/10/NEWS/INFOTECH/GAME/898528.shtml
11. Hopper, J. (2002), “The Online Games People Play,” BrandWeek, 43
(1), 16.
12. Huang, H.C. (2002a), “To Understand the Operation Model of Broadband
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2003/2/17, quote from: http://www.find.org.tw/0105/home_new.asp
14. Huang, H.C. (2003c), “To Know The Development Model of Wireless
Games from Internet Generations in Taiwan: The Next Chapter of Online
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20. Lin, W.T. (2002), “Virtual Assets: Player Wills in Must,” UDN.com,
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Essay Two:
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2. Bass, F.M. (1969), “A New Production Growth Model for Consumer
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Future,” Proceedings of the 2nd Conference on Service Marketing and
Management, National Chia Yi University, ChiaYi, Taiwan.
4. Cheng, Julian M. S., Chen, M. K., and Wu, Nina S. H. (2002),
“A Study on the Development of Taiwan’s Online Games,” Software
Industry Service Newsletter, 142, 8-22.
5. Choi, D., and Kim, J. (2004), “Why People Continue to Play Online
Games: In Search of Critical Design Factors to Increase Customer
Loyalty to Online Contents,” CyberPsychology & Behavior, 7(1), 11-24.
6. Dixon, G., and Karboulonis, P. (2001), “SMEs in European Computer
Games and Interactive Entertainment Software Markets,” International
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7. Fattah, H., and Paul, P. (2002), “Gaming Gets Serious,” American
Demographics, 24(5), 38-43.
8. Ferle, C.L., Edwards, S.M., and Mizuno, Y. (2002), “Internet
Diffusion in Japan: Culture Consideration,” Journal of Advertising
Research, 42 (2), 65- 79.
9. Fu, C.H. (2003), Happy Book for Online Game Industry, 1st ed.,
Taipei, Taiwan: Yuan-Liou Publishing Co.
10. Goldsmith, R.E., and Hofacker, C.F. (1991), “Measuring Consumer
Innovativeness,” Journal of the Academy of Marketing Science, 19(3),
209-221.
11. IDC (2003), “The Newest Research Report by IDC/Report of Online Game
Marker in Asia/Pacific: The Market Share of Taiwan Only Falls behind
South Korea,” IDC, 4/10/2004 quote from:
http://www.idc.com.tw/Press/03_0519.htm.
12. Institute for Information Industry (1999), The Research of the
Electric Entertainment Market, Taipei, Taiwan: Institute for
Information Industry.
13. Kim, K.H., Park, J.Y., Kim, D.Y., Moon, H.I., and Chun, H.C. (2002),
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Review, 15(2), 71-77.
14. Mahajan, V., Muller, E., and Srivastava, R.K. (1990), “Determination
of Adopter Categories of Using Innovation Diffusion Models,” Journal
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Management, l5(3), 34-36.
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18. Moore, G. (1995), Crossing the Chasm, New York: Harper Business.
19. Morahan-Martin, J., and Schumacher, P. (2000), “Incidence and
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Essay Three:
1. Agarwal, R., and Prasad, J. (1997), “The Role of Innovation
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A Review on the Rise, Recent Advances, and the Future,” Proceedings
of the 2nd Conference on Service Marketing and Management, National
Chia-Yi University, Chia-Yi, Taiwan.
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consumer’s perceived risk on the Net business environment: With a
special case to online games,” Industrial Forum, 4(2), 233-262.
6. Cheng, J.M.S., Chen, M.K., and Wu, N.S.H. (2002), “A Study on the
Development of Taiwan’s Online Games,” Software Industry Service
Newsletter, 142, 8-22.
7. Cheng, J.M.S., Lin, J.Y.C., and Kao, L.L.Y. (2004), “An
Investigation of Diffusion of Online Games in Taiwan: An Application
of Rogers’ Diffusion of Innovation Theory,” The Journal of American
Academy of Business, 4(1).
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24.
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12. Fu, C.H. (2003), Happy Book for Online Game Industry, 1st ed.,
Taipei, Taiwan: Yuan-Liou Publishing Co.
13. Goldsmith, R.E., and Hofacker, C.F. (1991), “Measuring Consumer
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32. Sonnenwald, D.H., Maglaughlin, K.L., and Whitton, M.C. (2000),
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Evaluation: Work in Progress,” IEEE 10th International Workshop on
Enabling Technologies: Infrastructure for Collaborative Enterprises,
114-119.
33. Sroufe, R., Curkovic, S., Montabon, F., and Melnyk, S.A. (2000),
“The New Product Design Process And Design for Environment -Crossing
The Chasm”, International Journal of Operation and Production
Management, 20(2), 270-278.
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35. Tang, S.M. (2000), “An Impact Factor Model of Intranet Adoption: An
Exploratory and Empirical Research,” The Journal of Systems and
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Management Science, 46(2), 186-204.
38. Veryzer, R.W. (1998), “Key Factors Affecting Customer Evaluation of
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150.
39. Waarts, E., Everdingen, Y.M., and Hillegersberg, J. (2002), “The
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