顧客忠誠度一直是企業所追求的目標，而滿意度則被認為是影響忠誠度的重要因子，然而，過去探索兩者關係的實證研究卻仍存有分岐的結果。此外，網路及資訊科技的進步，也促動了數位內容產業的快速成長。在眾數位內容中，線上遊戲為最多人參與之應用，也為企業創造可觀的收益，過去研究結果顯示，多數玩家均對遊戲呈現高度忠誠，部份玩家甚而形成網路沈迷的症狀。然而，產業調查顯示，多數玩家普遍對於線上遊戲之遊戲內容或服務抱持不滿意的態度，此看似衝突現象顯示使用滿意度以解釋忠誠度的現象仍有所不足。為更清楚滿意度、忠誠度與網路沈迷形成的關係，本論文透過兩個系列研究加以探究之。
第一篇研究中，本論文使用文獻引用分析，透過Web of Science資料庫蒐整1996~2008年間發表於SCI / SSCI期刊中共105篇之網路沈迷相關研究，分析過去網路沈迷研究之現況與趨勢，並找出主要研究議題及潛在的研究機會。分析結果顯示，過去網路沈迷相關研究多著重於探討網路沈迷與其它社會心理變數之相關性，相對缺少網路沈迷與其它行為變數之實證研究。
基於文獻分析結果，本論文第二部份，提出一以TPB為基礎之研究模式，以線上遊戲為情境進行實證研究。研究共回收共1138問卷。分析結果指出，部份遊戲玩家存有線上遊戲沈迷之現象（31.5%），根據本研究結果指出，全職工作人士亦可能沈迷於線上遊戲。各項影響因子中，行為規範及認知娛樂性是造成線上遊戲沈迷最主要的因素。而網路沈迷除直接影響玩家忠誠度外，亦將減弱滿意度與忠誠度間的正向關係。
綜合上述研究結果顯示，近來來網路沈迷已成為一學者重視之研究議題，然而，管理與行銷領域之實證研究卻仍相對有限。本論文之實證研究結果將可填補此一文獻缺口，並部份解釋線上遊戲中網路沈迷、滿意度與忠誠度三者之關係。最後，本論文針對研究結果，提出學術及管理意涵，以協助實務界訂定更臻完善的經營策略，並提出供學術界未來研究方向之參考建議。

Customer loyalty has been an ultimate goal for corporations to pursue. Satisfaction has been identified as a major driver for loyalty in marketing literature. However, empirical evidence of the relationship between the two constructs are still quite diverse. On the other hand, the proliferation of information communication technologies (ICTs) has enabled the rapid growth of the online content industry. Among the online content services, online games are known to be the most popular and profitable one. Previous studies found that most online gamers show demonstrate loyalty to the online games. Some of them even further developed the problematic usage pattern known as Internet addiction. While high loyalty has been shown, industry survey also pointed out that most active online gamers reported high dissatisfaction with online games. This seemingly contrary phenomenon indicates that it was insufficient for using satisfaction as a sole indicator of loyalty. Hence, for better understanding the phenomenon, this dissertation conducted two studies in series to investigate the inter-relationships among the Internet addiction, Satisfaction, and Loyalty.
In the first study, to assess the current state and trends of Internet addiction research, citation analysis approach was employed to analyze 105 Internet addiction related articles published in the SCI / SSCI journals during 1996~2008 via Web of Science database. Results show that previous studies primarily focused on the association between Internet addiction and other socio-psychological variables. Relatively little attentions have been placed on the relationship between Internet addiction with other behaviors, for example, loyalty.
Based on the finding of first study, the second study proposed a TPB-based research model to investigate the relationship between satisfaction, loyalty, and Internet addiction in online game context. 1138 responses were collected through web survey and analyzed using PLS-graph 3.00. Results show that moderate portion of online gamers demonstrate the symptoms of addicted to online game (31.5%). In addition, this study found that young adults with full time job may also develop online game addiction. Among the antecedents of online game addiction, descriptive norms and perceive playfulness are major factors that contribute to the online game addiction. Moreover, online game addiction not only directly affects loyalty but also attenuates the relationship between satisfaction and loyalty.
Concluding from above, Internet addiction has been a research issue that received increasing attention in recent years. Nevertheless, there are still limited empirical research in the field of Marketing and Management. This dissertation seeks to fill this gap by conducting the two studies. Results can partially explain the relationship among Internet addiction, satisfaction and loyalty in online environment. Finally, the implications of these findings for academics and practitioners are proposed. Moreover, directions for future research are suggested herein.

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