数字文化产业中网络游戏体验与平台服务对用户满意度的影响研究

Study on the Impact ofOnline Game Experience and Platform Service of Digital Cultural Industry onUser Satisfaction

随着互联网技术的发展,游戏产品更新周期缩短,提升用户满意度,培养忠诚顾客,成为企业延长生命周期的重中之重。除游戏内容和情节设计给用户带来的体验因素外,由运营商提供的如维持服务器稳定、确保玩家数据信息安全等辅助性服务,也可能会对用户满意度造成影响。为探究用户满意度的影响因素及其作用机制,本文在现有研究基础上,引入服务质量因子,运用计量模型和统计工具,对收集来的共374份问卷数据进行了分析。研究结果显示,体验因子和服务因子均对用户满意度有显著影响。此外,用户个人操作能力,对于感知趣味、社交满足、感知控制和感知挑战等体验与满意度之间的关系,具有调节效应。

With the development of Internet technology,the update cycle of game products has been shortened,and it has become the top priority for enterprises to extend their life cycle by improving user satisfaction and cultivating loyal customers.In addition to the experience factors brought by game content and plot design to users,auxiliary services provided by operators such as maintaining server stability and ensuring information security of players’data may also have an impact on user satisfaction.In order to investigate the influencing factors of user satisfaction and their mechanism of action,this paper introduces service quality factors based on existing studies and analyzes a total of 374 questionnaire data collected by using econometric models and statistical tools.The results show that both the experience factor and the service factor have significant effects on user satisfaction.In addition,the user’s personal operating ability has a moderating effect on the relationship between experience such as perceived interest,social satisfaction,perceived control,perceived challengesand satisfaction.