نویسندگان
1 دانشجوی دکتری سیاست‌گذاری علم و فناوری، دانشکده مهندسی پیشرفت، دانشگاه علم و صنعت ایران ، تهران، ایران
2 کارشناسی ارشد مدیریت صنعتی، دانشگاه گیلان ، ایران
چکیده
با گسترش اینترنت و افزایش دسترسی کاربران به آن، بازیهای آنلاین توسعه چشمگیری یافته است. همچنین جایگاه مشتریان برای شرکت‌های ارائه‌دهنده و توجه به نیازهای مشتریان بسیار اهمیت یافته است. ازاین‌رو هدف این مقاله توسعه مدلی برای توضیح تمایل کاربران به استفاده از بازی تراوین و استفاده از ابزارهای مدیریت دانش مشتری الکترونیکی برای برقراری ارتباط و گرفتن اطلاعات و دانش از آن‌ها است؛ بنابراین پس از مروری بر مبانی نظری، فرضیههای پژوهش و مدل مفهومی مرتبط با آن شامل متغیرهای پذیرش فناوری، حالت غرق شدن، قصد مشتری برای بازی آنلاین تراوین و مدیریت دانش مشتری الکترونیکی به همراه روابط بین آن‌ها ارائه شد. سپس دادههای موردنظر برای 375 نمونه به کمک پرسشنامه جمعآوری شد. در ادامه با استفاده از روش مدلسازی معادلات ساختاری با کمک نرم‌افزار آموس، تحلیلها انجام شد. نتایج نشان میدهد که حالت غرق شدن و راحتی استفاده بر قصد بازی تأثیر گذاشته و همچنین قصد بازی بر متغیرهای سه‌گانه دانش برگرفته از مشتری، دانش برای مشتری و دانش درباره مشتری تأثیرگذار است.ر
کلیدواژه‌ها
عنوان مقاله [English]
Customer Knowledge Management in an Online Game Environment
نویسندگان [English]
- Mohammad Esmailzadeh 1
- Nastaran Taherparvar 2
1 Ph.D. student of science and technology policy, faculty of progress engineering, university of science and technology, Iran.
2 Master of industrial management, university of Guilan
چکیده [English]
With the extension of internet and an increase in the access of users to internet, online games have been significantly developed. Also, customer needs and importance has been carefully paid attention to by the gaming companies. The purpose of this paper is to develop a model to explain the willingness of gamers to use a game called Travian and using electronic customer knowledge management tools to communicate with the gamers and to get information and knowledge from them.
After reviewing the literature, the research hypotheses, conceptual model including technology acceptance, flow state, customer intention for playing Travian and online customer knowledge management and their relationship were proposed. Then, the related data were collected using a questionnaire from a random sample for 375 people. Data was analyzed using structural equation modeling technique and AMOS software. Results show that flow state and ease of use has an influence on the intention. Accordingly, intention of use has a significant influence on the obtained knowledge from customer, knowledge for customer, and knowledge about customer.
کلیدواژه‌ها [English]
- online games
- Customer Knowledge
- Knowledge Management
Bridges, E. and Florsheim, R. (2008). "Hedonic and utilitarian shopping goals: The online experience". Journal of Business Research, 61, 309–314.
Calisir, F. and Calisir, F. (2004). "The relation of interface usability characteristics, perceived usefulness, and perceived ease of use to end-user satisfaction with enterprise resource planning (ERP) systems". Computers in Human Behavior, 20(4), 505-515.
Celsi, R. R. (1993). "An exploration of high-risk leisure consumption through skydiving". Journal of Consumer Research, 20, 1-23.
Chen, C. F. and Chen, C. W. (2011). "Speeding for fun? Exploring the speeding behavior of riders of heavy motorcycles using the theory of planned behavior and psychological flow theory". Accident Analysis and Prevention, 43, 983–990.
Chen, H. Wigand, R. T. and Nilan, M. (2000). "Exploring Web users' optimal flow experiences". Information Technology and People, 13(4), 263-281.
Chen, Q. Chen, H. and Kazman, R. (2007). "Investigating antecedents of technology acceptance of initial eCRM users beyond generation X and the role of self-construal". Electron Commerce Res, 7, 315–339.
Choi, D. H. Kim, J. and Kim, S. H. (2007). "ERP training with a web-based electronic learning system: The flow theory perspective". Int. J. Human-Computer Studies, 65, 223–243.
Csikszentmihalyi, M. (1975). Beyond Boredom and Anxiety: Experiencing Flow in Work and Play. San Francisco: Jossey-Bass.
Csikszentmihalyi, M. (1996). Creativity: Flow and the Psychology of Discovery and Invention. New York: HarperCollins.
Csikszentmihalyi, M. (1990). Flow: The Psychology of Optimal Experience. Harpers Perennial, New York.
Csikszentmihalyi, M. L. (1989). "Optimal experience in work and leisure". Journal of Personality and Social Psychology, 56 (5), 815–822.
Csikszentmihalyi, I.S. (Eds.), Optimal Experience: Psychological Studies of Flow in Consciousness. Cambridge University Press, New York, pp. 15–35.
Davis, F. D. (1989). "Perceived usefulness, perceived ease of use, and user acceptance of information technology". MIS Quarterly, 3(3), 319-40.
Davis, F. D. and Venkatesh, V. (1996). "A critical assessment of potential measurement biases in the technology acceptance model: three experiments". International Journal of Human-Computer Studies, 45(1), 19-45.
Davis, R. and Lang, B. (2012). "Modeling game usage, purchase behavior and ease of use". Entertainment Computing, 3(2), 27-36.
Fan, L. Gu, J.C. Suh, Y.H. and Lee, S.C. (2012). "How to attract Chinese online game users". Asian Journal on Quality, 13(1), 7-21.
Gao, Y. (2005). "Factors influencing user trust in online games". Electronic Library, 23(5), 533 - 538.
Garcia-Murillo, M. and Annabi, H. (2002). "Customer Knowledge Management". Journal of the Operational Research Society, 53(8), 875-884.
Gebert, H. Geib, M. Kolbe, L. and Brenner, W. (2003). "Knowledge-Enabled Customer Relationship Management: Integrating Customer Relationship Management and Knowledge Management Concepts". Journal of Knowledge Management, 7(5), 107 - 123.
Gibbert, M. Leibold, M. and Probst, G. (2002). "Five Styles of Customer Knowledge Management, and How Smart Companies Use Them to Create Value". European Management Journal, 20(5), 459-469.
Hoffman, D. L. and Novak, T. P. (2009). "Flow Online: Lessons Learned and Future Prospects". Journal of Interactive Marketing, 23, 23–34.
Hsu, C.L. and Lu, H.P. (2004). "Why do people play on-line games? An extended TAM with social influences and flow experience". Information and Management, 41(7), 853-68.
Klopping, I. M. and McKinney, E. (2004). "Extending The Technology Acceptance Model and the Task-Technology Fit model to Consumer E-Commerce". Information Technology, Learning, and performance Journal, 22(1), 35-48.
Koo, D. M. (2009). "The moderating role of locus of control on the links between experiential motives and intention to play online games". Computers in Human Behavior, 25, 466–474.
Lee, B. Yoon, J. and Lee, I. (2009). "Learners’ acceptance of e-learning in South Korea: Theories and results". Computers and Education, 53, 1320–1329.
Lee, D. Park, J. and Ahn, J. (2000). "On The Explanation of Factors Affecting E-Commerce Adoption". Working Paper, 1-23.
Lee, M. K. Cheung, C. M. and Chen, Z. (2005). "Acceptance of Internet-based learning medium: the role of extrinsic and intrinsic motivation". Information and Management, 42, 1095-1104.
Lee, S. C. Suh, Y. H. Kim J. K. and Lee K. J (2004). "A cross-national market segmentation of online game industry using SOM". Expert Systems with Applications, 27(4), 559-70.
Liu, S.H. Liao, H.L. and Peng, C.J. (2005). "Applying the Technology Acceptance Model". Issues in Information Systems, 6(2), 175-181.
Lopez-Nicolas, C. and Molina-Castillo, F. J. (2008). "Customer Knowledge Management and E-commerce: The role of customer perceived risk". International Journal of Information Management, 28, 102–113.
Novak, T. P. Hoffman, D. L. and Duhachek, A. (2003). "The Influence of Goal-Directed and Experiential Activities on Online Flow Experiences". Journal of Consumer Psychology, 13(1), 3–16.
Oyedele, A. and Minor, M. S. (2011). "Customer typology: 3D virtual world". Journal of Research in Interactive Marketing, 5(1), 29-49.
Perea, T. Dellaert, B. G. and Ruyter, K. d. (2004). "What drives consumers to shop online? A literature review". International Journal of Service Industry Managemen, Vol. 15 No. 1, 102-121.
Prahalad, C. and Ramaswamy, V. (2000). "Co-Opting Customer Competence". Harvard Business Review, 4, 79- 87.
Salomann, H. Dous, M. Kolbe, L. and Bueren, W. (2005). "Rejuvenating Customer Management: How to Make Knowledge For, From and About Customers Work". European Management Journal, 23(4), 392–403.
Sanchez-Franco, M. J. and Roldan, J. L. (2005). "Web acceptance and usage model: A comparison between goal-directed and experiential web users." Internet Research, 15(1), 21-48.
Smith, H. A. and McKeen, J. D. (2005). "Developments in Practice Xviii Customer Knowledge Management: Adding Value for Our Customers". Communications of the Association for Information Systems, 16, 744-755.
Su, C.T. Chen, Y.H. and Sha, D. (2006). "Linking innovative product development with customer knowledge: a data-mining approach". Technovation, 26(7), 784-795.
Su, H.Y. and Lin, Y. (2005). "Building Customer Knowledge Base through Knowledge Management: A Missionary And Visionary Perspective". International Journal of Electronic Business Management, 3(2), 140-150.
Sun, H. (2010). "CKM-embedded Innovation Marketing as Success Driver for Product Innovation”, Shaker Verlag GmbH, Germany.
Wolfinbarger, M. and Gilly, M. (2001). "Shopping online for freedom control and fun". Calif Manage Rev; 43(2), 34–55.
Woodcock, W. (1999). Game AI: the state of the industry. Gamasutra, available at: www.gamasutra.com/features/19990820/game_ai_01.html.
Bridges, E. and Florsheim, R. (2008). "Hedonic and utilitarian shopping goals: The online experience". Journal of Business Research, 61, 309–314.
Calisir, F. and Calisir, F. (2004). "The relation of interface usability characteristics, perceived usefulness, and perceived ease of use to end-user satisfaction with enterprise resource planning (ERP) systems". Computers in Human Behavior, 20(4), 505-515.
Celsi, R. R. (1993). "An exploration of high-risk leisure consumption through skydiving". Journal of Consumer Research, 20, 1-23.
Chen, C. F. and Chen, C. W. (2011). "Speeding for fun? Exploring the speeding behavior of riders of heavy motorcycles using the theory of planned behavior and psychological flow theory". Accident Analysis and Prevention, 43, 983–990.
Chen, H. Wigand, R. T. and Nilan, M. (2000). "Exploring Web users' optimal flow experiences". Information Technology and People, 13(4), 263-281.
Chen, Q. Chen, H. and Kazman, R. (2007). "Investigating antecedents of technology acceptance of initial eCRM users beyond generation X and the role of self-construal". Electron Commerce Res, 7, 315–339.
Choi, D. H. Kim, J. and Kim, S. H. (2007). "ERP training with a web-based electronic learning system: The flow theory perspective". Int. J. Human-Computer Studies, 65, 223–243.
Csikszentmihalyi, M. (1975). Beyond Boredom and Anxiety: Experiencing Flow in Work and Play. San Francisco: Jossey-Bass.
Csikszentmihalyi, M. (1996). Creativity: Flow and the Psychology of Discovery and Invention. New York: HarperCollins.
Csikszentmihalyi, M. (1990). Flow: The Psychology of Optimal Experience. Harpers Perennial, New York.
Csikszentmihalyi, M. L. (1989). "Optimal experience in work and leisure". Journal of Personality and Social Psychology, 56 (5), 815–822.
Csikszentmihalyi, I.S. (Eds.), Optimal Experience: Psychological Studies of Flow in Consciousness. Cambridge University Press, New York, pp. 15–35.
Davis, F. D. (1989). "Perceived usefulness, perceived ease of use, and user acceptance of information technology". MIS Quarterly, 3(3), 319-40.
Davis, F. D. and Venkatesh, V. (1996). "A critical assessment of potential measurement biases in the technology acceptance model: three experiments". International Journal of Human-Computer Studies, 45(1), 19-45.
Davis, R. and Lang, B. (2012). "Modeling game usage, purchase behavior and ease of use". Entertainment Computing, 3(2), 27-36.
Fan, L. Gu, J.C. Suh, Y.H. and Lee, S.C. (2012). "How to attract Chinese online game users". Asian Journal on Quality, 13(1), 7-21.
Gao, Y. (2005). "Factors influencing user trust in online games". Electronic Library, 23(5), 533 - 538.
Garcia-Murillo, M. and Annabi, H. (2002). "Customer Knowledge Management". Journal of the Operational Research Society, 53(8), 875-884.
Gebert, H. Geib, M. Kolbe, L. and Brenner, W. (2003). "Knowledge-Enabled Customer Relationship Management: Integrating Customer Relationship Management and Knowledge Management Concepts". Journal of Knowledge Management, 7(5), 107 - 123.
Gibbert, M. Leibold, M. and Probst, G. (2002). "Five Styles of Customer Knowledge Management, and How Smart Companies Use Them to Create Value". European Management Journal, 20(5), 459-469.
Hoffman, D. L. and Novak, T. P. (2009). "Flow Online: Lessons Learned and Future Prospects". Journal of Interactive Marketing, 23, 23–34.
Hsu, C.L. and Lu, H.P. (2004). "Why do people play on-line games? An extended TAM with social influences and flow experience". Information and Management, 41(7), 853-68.
Klopping, I. M. and McKinney, E. (2004). "Extending The Technology Acceptance Model and the Task-Technology Fit model to Consumer E-Commerce". Information Technology, Learning, and performance Journal, 22(1), 35-48.
Koo, D. M. (2009). "The moderating role of locus of control on the links between experiential motives and intention to play online games". Computers in Human Behavior, 25, 466–474.
Lee, B. Yoon, J. and Lee, I. (2009). "Learners’ acceptance of e-learning in South Korea: Theories and results". Computers and Education, 53, 1320–1329.
Lee, D. Park, J. and Ahn, J. (2000). "On The Explanation of Factors Affecting E-Commerce Adoption". Working Paper, 1-23.
Lee, M. K. Cheung, C. M. and Chen, Z. (2005). "Acceptance of Internet-based learning medium: the role of extrinsic and intrinsic motivation". Information and Management, 42, 1095-1104.
Lee, S. C. Suh, Y. H. Kim J. K. and Lee K. J (2004). "A cross-national market segmentation of online game industry using SOM". Expert Systems with Applications, 27(4), 559-70.
Liu, S.H. Liao, H.L. and Peng, C.J. (2005). "Applying the Technology Acceptance Model". Issues in Information Systems, 6(2), 175-181.
Lopez-Nicolas, C. and Molina-Castillo, F. J. (2008). "Customer Knowledge Management and E-commerce: The role of customer perceived risk". International Journal of Information Management, 28, 102–113.
Novak, T. P. Hoffman, D. L. and Duhachek, A. (2003). "The Influence of Goal-Directed and Experiential Activities on Online Flow Experiences". Journal of Consumer Psychology, 13(1), 3–16.
Oyedele, A. and Minor, M. S. (2011). "Customer typology: 3D virtual world". Journal of Research in Interactive Marketing, 5(1), 29-49.
Perea, T. Dellaert, B. G. and Ruyter, K. d. (2004). "What drives consumers to shop online? A literature review". International Journal of Service Industry Managemen, Vol. 15 No. 1, 102-121.
Prahalad, C. and Ramaswamy, V. (2000). "Co-Opting Customer Competence". Harvard Business Review, 4, 79- 87.
Salomann, H. Dous, M. Kolbe, L. and Bueren, W. (2005). "Rejuvenating Customer Management: How to Make Knowledge For, From and About Customers Work". European Management Journal, 23(4), 392–403.
Sanchez-Franco, M. J. and Roldan, J. L. (2005). "Web acceptance and usage model: A comparison between goal-directed and experiential web users." Internet Research, 15(1), 21-48.
Smith, H. A. and McKeen, J. D. (2005). "Developments in Practice Xviii Customer Knowledge Management: Adding Value for Our Customers". Communications of the Association for Information Systems, 16, 744-755.
Su, C.T. Chen, Y.H. and Sha, D. (2006). "Linking innovative product development with customer knowledge: a data-mining approach". Technovation, 26(7), 784-795.
Su, H.Y. and Lin, Y. (2005). "Building Customer Knowledge Base through Knowledge Management: A Missionary And Visionary Perspective". International Journal of Electronic Business Management, 3(2), 140-150.
Sun, H. (2010). "CKM-embedded Innovation Marketing as Success Driver for Product Innovation”, Shaker Verlag GmbH, Germany.
Wolfinbarger, M. and Gilly, M. (2001). "Shopping online for freedom control and fun". Calif Manage Rev; 43(2), 34–55.
Woodcock, W. (1999). Game AI: the state of the industry. Gamasutra, available at: www.gamasutra.com/features/19990820/game_ai_01.html.
Bridges, E. and Florsheim, R. (2008). "Hedonic and utilitarian shopping goals: The online experience". Journal of Business Research, 61, 309–314.
Calisir, F. and Calisir, F. (2004). "The relation of interface usability characteristics, perceived usefulness, and perceived ease of use to end-user satisfaction with enterprise resource planning (ERP) systems". Computers in Human Behavior, 20(4), 505-515.
Celsi, R. R. (1993). "An exploration of high-risk leisure consumption through skydiving". Journal of Consumer Research, 20, 1-23.
Chen, C. F. and Chen, C. W. (2011). "Speeding for fun? Exploring the speeding behavior of riders of heavy motorcycles using the theory of planned behavior and psychological flow theory". Accident Analysis and Prevention, 43, 983–990.
Chen, H. Wigand, R. T. and Nilan, M. (2000). "Exploring Web users' optimal flow experiences". Information Technology and People, 13(4), 263-281.
Chen, Q. Chen, H. and Kazman, R. (2007). "Investigating antecedents of technology acceptance of initial eCRM users beyond generation X and the role of self-construal". Electron Commerce Res, 7, 315–339.
Choi, D. H. Kim, J. and Kim, S. H. (2007). "ERP training with a web-based electronic learning system: The flow theory perspective". Int. J. Human-Computer Studies, 65, 223–243.
Csikszentmihalyi, M. (1975). Beyond Boredom and Anxiety: Experiencing Flow in Work and Play. San Francisco: Jossey-Bass.
Csikszentmihalyi, M. (1996). Creativity: Flow and the Psychology of Discovery and Invention. New York: HarperCollins.
Csikszentmihalyi, M. (1990). Flow: The Psychology of Optimal Experience. Harpers Perennial, New York.
Csikszentmihalyi, M. L. (1989). "Optimal experience in work and leisure". Journal of Personality and Social Psychology, 56 (5), 815–822.
Csikszentmihalyi, I.S. (Eds.), Optimal Experience: Psychological Studies of Flow in Consciousness. Cambridge University Press, New York, pp. 15–35.
Davis, F. D. (1989). "Perceived usefulness, perceived ease of use, and user acceptance of information technology". MIS Quarterly, 3(3), 319-40.
Davis, F. D. and Venkatesh, V. (1996). "A critical assessment of potential measurement biases in the technology acceptance model: three experiments". International Journal of Human-Computer Studies, 45(1), 19-45.
Davis, R. and Lang, B. (2012). "Modeling game usage, purchase behavior and ease of use". Entertainment Computing, 3(2), 27-36.
Fan, L. Gu, J.C. Suh, Y.H. and Lee, S.C. (2012). "How to attract Chinese online game users". Asian Journal on Quality, 13(1), 7-21.
Gao, Y. (2005). "Factors influencing user trust in online games". Electronic Library, 23(5), 533 - 538.
Garcia-Murillo, M. and Annabi, H. (2002). "Customer Knowledge Management". Journal of the Operational Research Society, 53(8), 875-884.
Gebert, H. Geib, M. Kolbe, L. and Brenner, W. (2003). "Knowledge-Enabled Customer Relationship Management: Integrating Customer Relationship Management and Knowledge Management Concepts". Journal of Knowledge Management, 7(5), 107 - 123.
Gibbert, M. Leibold, M. and Probst, G. (2002). "Five Styles of Customer Knowledge Management, and How Smart Companies Use Them to Create Value". European Management Journal, 20(5), 459-469.
Hoffman, D. L. and Novak, T. P. (2009). "Flow Online: Lessons Learned and Future Prospects". Journal of Interactive Marketing, 23, 23–34.
Hsu, C.L. and Lu, H.P. (2004). "Why do people play on-line games? An extended TAM with social influences and flow experience". Information and Management, 41(7), 853-68.
Klopping, I. M. and McKinney, E. (2004). "Extending The Technology Acceptance Model and the Task-Technology Fit model to Consumer E-Commerce". Information Technology, Learning, and performance Journal, 22(1), 35-48.
Koo, D. M. (2009). "The moderating role of locus of control on the links between experiential motives and intention to play online games". Computers in Human Behavior, 25, 466–474.
Lee, B. Yoon, J. and Lee, I. (2009). "Learners’ acceptance of e-learning in South Korea: Theories and results". Computers and Education, 53, 1320–1329.
Lee, D. Park, J. and Ahn, J. (2000). "On The Explanation of Factors Affecting E-Commerce Adoption". Working Paper, 1-23.
Lee, M. K. Cheung, C. M. and Chen, Z. (2005). "Acceptance of Internet-based learning medium: the role of extrinsic and intrinsic motivation". Information and Management, 42, 1095-1104.
Lee, S. C. Suh, Y. H. Kim J. K. and Lee K. J (2004). "A cross-national market segmentation of online game industry using SOM". Expert Systems with Applications, 27(4), 559-70.
Liu, S.H. Liao, H.L. and Peng, C.J. (2005). "Applying the Technology Acceptance Model". Issues in Information Systems, 6(2), 175-181.
Lopez-Nicolas, C. and Molina-Castillo, F. J. (2008). "Customer Knowledge Management and E-commerce: The role of customer perceived risk". International Journal of Information Management, 28, 102–113.
Novak, T. P. Hoffman, D. L. and Duhachek, A. (2003). "The Influence of Goal-Directed and Experiential Activities on Online Flow Experiences". Journal of Consumer Psychology, 13(1), 3–16.
Oyedele, A. and Minor, M. S. (2011). "Customer typology: 3D virtual world". Journal of Research in Interactive Marketing, 5(1), 29-49.
Perea, T. Dellaert, B. G. and Ruyter, K. d. (2004). "What drives consumers to shop online? A literature review". International Journal of Service Industry Managemen, Vol. 15 No. 1, 102-121.
Prahalad, C. and Ramaswamy, V. (2000). "Co-Opting Customer Competence". Harvard Business Review, 4, 79- 87.
Salomann, H. Dous, M. Kolbe, L. and Bueren, W. (2005). "Rejuvenating Customer Management: How to Make Knowledge For, From and About Customers Work". European Management Journal, 23(4), 392–403.
Sanchez-Franco, M. J. and Roldan, J. L. (2005). "Web acceptance and usage model: A comparison between goal-directed and experiential web users." Internet Research, 15(1), 21-48.
Smith, H. A. and McKeen, J. D. (2005). "Developments in Practice Xviii Customer Knowledge Management: Adding Value for Our Customers". Communications of the Association for Information Systems, 16, 744-755.
Su, C.T. Chen, Y.H. and Sha, D. (2006). "Linking innovative product development with customer knowledge: a data-mining approach". Technovation, 26(7), 784-795.
Su, H.Y. and Lin, Y. (2005). "Building Customer Knowledge Base through Knowledge Management: A Missionary And Visionary Perspective". International Journal of Electronic Business Management, 3(2), 140-150.
Sun, H. (2010). "CKM-embedded Innovation Marketing as Success Driver for Product Innovation”, Shaker Verlag GmbH, Germany.
Wolfinbarger, M. and Gilly, M. (2001). "Shopping online for freedom control and fun". Calif Manage Rev; 43(2), 34–55.
Woodcock, W. (1999). Game AI: the state of the industry. Gamasutra, available at: www.gamasutra.com/features/19990820/game_ai_01.html.
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