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| DC 欄位 | 值 | 語言 |
|---|---|---|
| dc.contributor.advisor | 林修葳(Hsiou-Wei Lin) | |
| dc.contributor.author | Jonathan Henry Ho | en |
| dc.contributor.author | 何庠宥 | zh_TW |
| dc.date.accessioned | 2021-06-16T16:15:31Z | - |
| dc.date.available | 2013-02-21 | |
| dc.date.copyright | 2013-02-21 | |
| dc.date.issued | 2013 | |
| dc.date.submitted | 2013-02-06 | |
| dc.identifier.citation | REFERENCES
[1] Manninen, Tony, and Tomi Kujanpaa. 'The Value of Virtual Assets–the Role of Game Characters in MMOGs.' International Journal of Business Science and Applied Management 2.1 (2007): 21-33. [2] Lehdonvirta, Vili. “Virtual Item Sales as a Revenue Model: Identifying Attributes that Drive Purchase Decisions.” Electronic Commerce Research 9.1 (2009): 97-113 [3] Hamari, Juho, and Vili Lehdonvirta. 'Game Design as Marketing: How Game Mechanics Create Demand for Virtual Goods.' International Journal of Business Science & Applied Management 5.1 (2010): 14-29. [4] Taylor, T. L. 'Multiple Pleasures Women and Online Gaming.' Convergence: The International Journal of Research into New Media Technologies 9.1 (2003): 21-46. [5] Larsen, Christer-Andre. Financial Aspects of the Online Gaming Service Industry. Diss. Norwegian University of Science and Technology, (2011). [6] Glinka, Frank, Ploss, Alexander, Gorlatch, Sergei, and Jens Muller-Iden. 'High-level Development of Multiserver Online Games.' International Journal of Computer Games Technology (2008): 3. [7] Reibstein, David J. 'What Attracts Customers to Online Stores, and What Keeps Them Coming Back?.' Journal of the Academy of Marketing Science 30.4 (2002): 465-473. [8] Krotoski, Aleks. 'Socialising, Subversion and the Self: Why Women Flock to Massively Multiplayer Online Role Playing Games.' Digital Gameplay: Essays on the Nexus of Game and Gamer, McFarland Press, Jefferson, NC, USA (2005). [9] Stenros, Jaakko, and Olli Sotamaa. 'Commoditization of Helping Players Play: Rise of the Service Paradigm.' DiGRA 2009 Conference Proceedings. 2009. [10] Wirtz, Bernd W., and Nikolai Lihotzky. 'Customer Retention Management in the B2C Electronic Business.' Long Range Planning 36.6 (2003): 517-532. [11] Sharp, C. E., and M. Rowe. 'Online Games and E-business: Architecture for Integrating Business Models and Services into Online games.' IBM Systems Journal 45.1 (2006): 161-179. [12] National Research Council (US). Committee on Modeling, and Games. The Rise of Games and High-performance Computing for Modeling and Simulation. National Academy Press. 2010. [13] Choi, Dongseong, and Jinwoo Kim. 'Why People Continue to Play Online Games: In Search of Critical Design Factors to increase Customer loyalty to Online contents.' CyberPsychology & Behavior 7.1 (2004): 11-24. [14] Hsu, Chin-Lung, and Hsi-Peng Lu. 'Why Do People Play On-line Games? An Extended TAM with Social Influences and Flow Experience.' Information & Management 41.7 (2004): 853-868. [15] Berman-Grutzky, Michael, and Alexej Cederholm. 'The Obstacles and Opportunities for Digital Distribution in the Video Game Industry, Today and Tomorrow.' KTH Computer Science and Communication (2010): 1-65. [16] Lim, Rodney, and Ee Yaw Seng. 'Virtual Goods in Social Games: An Exploratory Study of Factors that Drive Purchase of In-Game Items.' The 9th International Conference on e-Business (2010). [17] Williams, Dmitri, Consalvo, Mia, Caplan, Scott and Nick Yee. 'Looking for Gender: Gender Roles and Behaviors among Online Gamers.' Journal of Communication 59.4 (2009): 700-725. [18] York., Matt Richtel; Joshua Brustein Contributed Reporting From New. 'In Online Games, a Path to Young Consumers.' The New York Times. The New York Times, 21 Apr. 2011. Web. 29 Nov. 2012. <http://www.nytimes.com/2011/04/21/business/21marketing.html>. [19] Totilo, Chris Suellentrop and Stephen. 'VIDEO GAMES; Gaming Faces Its Archenemy: Financial Reality.' The New York Times. The New York Times, 07 Oct. 2012. Web. 17 Nov. 2012. <http://www.nytimes.com/2012/10/07/>. [20] Winfield, Nick. “May Free Games Make More Money?” The Wall Street Journal. The Wall Street Journal, 30 July. 2010. Web. 2 Dec. 2012. <http://online.wsj.com/article/SB10001424052748704532204575397 352625100756.html?mod=WSJ_hps_MIDDLEFifthNews>. [21] “Social and Online Games Drive Growth in Audience.” USA Today. Gannett, n.d. Web. 5 Nov. 2012. <http://content.usatoday.com/communities/technologylive/post/ 2012/02/social-and-online-games-drive-growth-in-audience/1>. [22] 'Gamification: Foster Brand Loyalty Using Game Mechanics - FIRST Digital Marketing Agency.' Gamification: Foster Brand Loyalty Using Game Mechanics - FIRST Digital Marketing Agency. N.p., n.d. Web. 21 Nov. 2012. <http://blog.firstdigital.co.nz/gamification-foster-brand-loyalty-using-game-mechanics/>. | |
| dc.identifier.uri | http://tdr.lib.ntu.edu.tw/jspui/handle/123456789/62934 | - |
| dc.description.abstract | ABSTRACT
This thesis paper presents a detailed assessment of microtransactions and its role amongst online business models in the gaming industry. In order to shed clarity on this type of model, a brief history is provided, the fundamental elements are explained, and a minor case study on a few companies that have yielded exceptional profit due to this business strategy is included. Two major topics that are subject to analysis include the effects that microtransactions has on customer acquisition and its effects on revenue stream. As this type of business model appeals to customer segments of different niche types, it has resulted in the growth and sales of gaming companies by a high margin. The different types of target demographics are explained and the appeal that microtransactions provide to each group is covered. I provide relevant arguments to corroborate the concept that microtransactions are the new business model of choice for game developers that strive to remain competitive. Furthermore, I conduct an analysis on the Internet as the new universal marketplace for consumers, rendering physical copies obsolete in favor of digital content. Finally, this thesis shares insight on the current market trends as well as the potential contribution of microtransactions to the future sustainability of the gaming industry as a whole. | en |
| dc.description.provenance | Made available in DSpace on 2021-06-16T16:15:31Z (GMT). No. of bitstreams: 1 ntu-102-R99749003-1.pdf: 763635 bytes, checksum: 5ec2b0c62ec156372fceb1b6994161db (MD5) Previous issue date: 2013 | en |
| dc.description.tableofcontents | TABLE OF CONTENTS
THESIS CERTIFICATION /口試委員會審定書 i ABSTRACT ii TABLE OF CONTENTS iii LIST OF FIGURES v Chapter 1 Introduction to Microtransactions 1 1.1 Brief History 2 1.2 Categorization of Typical Pricing Plans 3 1.3 Virtual Goods 4 1.4 Virtual Services 7 1.5 Additional Value-Added Purchases 8 1.6 Developmental Supply Chain Analysis 10 Chapter 2 Effect on Customer Acquisition 14 2.1 The Young Adult Segment 15 2.2 The Older Adult Segment 16 2.3 The Non-Traditional Customer Segment 18 2.4 Other Factors that may Influence Overall Retention 19 Chapter 3 Effect on Revenue Stream Generation 22 3.1 Direct Contribution to Profit 22 3.2 Analysis of Online Customer Buying Behavior 24 3.3 Brand Loyalty and its Effect on Long-Term Revenue 25 Chapter 4 Industry Case Study 28 4.1 Turbine and the Induction of the F2P Model 28 4.2 The Industry Giants: SOE and Activision Blizzard 29 4.3 Marriage of Competitive Gaming and Microtransactions 31 4.4 The New Paradigm of Preserving an Online Franchise 32 Chapter 5 Future Sustainability of Microtransactions 35 5.1 Viability of the Online Distribution Model 35 5.2 Implications for the Industry 37 5.3 Notable Market Trends and a Forecast of Future Growth 39 5.4 Conclusion 41 REFERENCES 44 METHODOLOGY 47 | |
| dc.language.iso | en | |
| dc.subject | 忠诚 | zh_TW |
| dc.subject | 微交易 | zh_TW |
| dc.subject | 网上商店 | zh_TW |
| dc.subject | 网上商品 | zh_TW |
| dc.subject | 客户 | zh_TW |
| dc.subject | virtual store | en |
| dc.subject | virtual items | en |
| dc.subject | business model | en |
| dc.subject | microtransactions | en |
| dc.subject | customer retention | en |
| dc.subject | revenue stream | en |
| dc.subject | virtual sales | en |
| dc.title | 讨论关于客户获取和客户产生收入流 | zh_TW |
| dc.title | THE EFFECTS OF ONLINE MICROTRANSACTIONS
ON CUSTOMER ACQUISITION AND REVENUE STREAM GENERATION | en |
| dc.type | Thesis | |
| dc.date.schoolyear | 101-1 | |
| dc.description.degree | 碩士 | |
| dc.contributor.oralexamcommittee | 林惠玲(Hui-Lin Lin),林世銘(Suming Lin) | |
| dc.subject.keyword | 微交易,客户,忠诚,网上商店,网上商品, | zh_TW |
| dc.subject.keyword | microtransactions,customer retention,revenue stream,virtual store,business model,virtual items,virtual sales, | en |
| dc.relation.page | 47 | |
| dc.rights.note | 有償授權 | |
| dc.date.accepted | 2013-02-06 | |
| dc.contributor.author-college | 管理學院 | zh_TW |
| dc.contributor.author-dept | 企業管理碩士專班 | zh_TW |
| 顯示於系所單位： | 管理學院企業管理專班(Global MBA) | |
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|---|---|---|---|
| ntu-102-1.pdf 未授權公開取用 | 745.74 kB | Adobe PDF |
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