本研究旨在探討網站特性、產品口碑對遊戲產品購買意願影響；本研究採問卷調查的方式，以新北市金山高中246位男、女學生為母群體，將所蒐集的資料以描述統計t檢定、單因子變異數分析、皮爾森相關分析、及迴歸分析等方法進行統計分析，研究發現歸納如下: 一、本研究採用獨立樣本T檢定來分析網站特性、口碑及遊戲產品購買意願對性別進行是否有顯差異之比較，經由分析結果得知不同性別之消費者，對於各構面並無顯著之差異。二、網站特性對遊戲產品購買意願大多具有正向顯著之影響三、口碑對遊戲產品購買意願大多具有正向顯著之影響。 根據研究發現，研究者對遊戲廠商以及後續研究提出建議，以供參考之用。 The purpose of this study is to explore the influence of website characteristics and product word-of-mouth on the purchase intention of game products；This study uses a questionnaire survey,246 male and female students from Jinshan High School in New Taipei City were used as the mother group.The collected data were statistically analyzed by methods such as descriptive statistical t test, single-factor variance analysis, Pearson correlation analysis, and regression analysis. The research findings are summarized as follows: 1. This study uses independent sample T test to analyze whether the characteristics of the site, word-of-mouth and game product purchases are significantly different from gender. The analysis results show that consumers of different genders have no significant differences for each facet .2. The characteristics of the website have a positive and significant influence on the purchase intention of game products.3. Word-of-mouth has a positive and significant influence on the purchase intention of game products. According to the research findings, the researchers make suggestions to game manufacturers and follow-up studies for reference.
