Adventures Of Huck Finn By Mark Twain Essays (504 words)

Adventures Of Huck Finn By Mark Twain The conflict between society and the individual is a theme portrayed throughout Twain's Huckleberry Finn. Huck was not raised in accord with the accepted ways of civilization. He practically raises himself, relying on instinct to guide him through life. As portrayed several times in the novel, Huck chooses to follow his innate sense of right, yet he does not realize that his own instincts are more moral than those of society. From the very beginning of Huck's story, Huck clearly states that he did not want to conform to society; "The Widow Douglas she took me for her son, and allowed she would civilize me . . . I got into my old rags and my sugar hogshead again, and was free and satisfied." When Pap returns for Huck, and the matter of custody is brought before the court, the reader is forced to see the corruption of society. The judge rules that Huck belongs to Pap, and forces him to obey an obviously evil and unfit man. One who drinks profusely and beats his son. Later, when Huck makes it look as though he has been killed, we see how civilization is more concerned over finding Huck's dead body than rescuing his live one from Pap. This is a society that is more concerned about a dead body than it is in the welfare of living people. The theme becomes even more evident once Huck and Jim set out, down the Mississippi. Huck enjoys his adventures on the raft. He prefers the freedom of the wilderness to the restrictions of society. Also, Huck's acceptance of Jim is a total defiance of society. Ironically, Huck believes he is committing a sin by going against society and protecting Jim. He does not realize that his own instincts are more morally correct than those of society'. In chapter sixteen, we see, perhaps, the most inhumane action of society. Huck meets some men looking for runaway slaves, and so he fabricates a story about his father on the raft with smallpox. The men fear catching this disease and instead of rescuing him, they give him money and advise him not to let it be known of his father's sickness when seeking help. These men are not hesitant to hunt slaves, yet they refuse to help a sick man. This is contrasted to Huck's guilt felt for protecting Jim when he actually did a morally just action. Huck's acceptance of his love for Jim is shown in chapter thirty-one. Huck writes a letter to Miss Watson to return Jim, yet he ends up ripping the letter and wishes to free Jim. " 'All right, then, I'll go to hell'- and he tore it up." Here, we see that Huck concludes that he is evil, and that society has been right all along. The ending is perhaps most disappointing because it seems as though through all the situations that it seemed he was growing up and accepting his innate ideas of right, he hasn't grown at all. When he is reunited with Tom, he once again thinks of Jim as property. Huck functions as a much nobler person when he is not confined by the hypocrisies of civilization.

Free Essays on Crime In Society

Crime in most people’s minds would probably be viewed as the index crimes. Murder, rape, arson, robbery, and aggravated assault, all of which are index crimes are probably what most people think of when crime is mentioned. This paper however, is not on crime, it is on criminal behavior. The focus of this analysis is actually on white-collar and corporate crime. Crime that many times are overlooked. Why is white-collar crime many times overlooked? It is overlooked because the people that commit these types of crime are not exactly your everyday criminals. They are not your average poor, so called white trash and low-life people. They are not the people who you would expect to be criminals. They are actually in fact your everyday working class and middle class people. As I mentioned before, white- collar crime involves not people who are usually poor but people who are much better off in life. These people who are typically successful and have families and are the people who you would never even picture as being criminals. They are people who could never even be categorized as a criminal but are because white-collar crime and corporate crimes are in fact what they are, a crime. White- collar crime occurs in banks and corporations and often involves important figures in a community, like I said the people you would never expect. As for corporate crime, it does not involve just one individual, but many people, often an entire company or corporation, once again crime in the suites, not in the streets. So, what is white-collar crime and corporate crime? Now that I have introduced the topic I will go into detail as to what both of these topics actually are and I will examine more closely and look at what social forces play major roles in these crimes in the paragraphs to come. White-collar crime refers to illegal activities committed by people during the course of their employment or regular business activities. Crimes such as, fraud, which ... Free Essays on Crime In Society Free Essays on Crime In Society Crime in most people’s minds would probably be viewed as the index crimes. Murder, rape, arson, robbery, and aggravated assault, all of which are index crimes are probably what most people think of when crime is mentioned. This paper however, is not on crime, it is on criminal behavior. The focus of this analysis is actually on white-collar and corporate crime. Crime that many times are overlooked. Why is white-collar crime many times overlooked? It is overlooked because the people that commit these types of crime are not exactly your everyday criminals. They are not your average poor, so called white trash and low-life people. They are not the people who you would expect to be criminals. They are actually in fact your everyday working class and middle class people. As I mentioned before, white- collar crime involves not people who are usually poor but people who are much better off in life. These people who are typically successful and have families and are the people who you would never even picture as being criminals. They are people who could never even be categorized as a criminal but are because white-collar crime and corporate crimes are in fact what they are, a crime. White- collar crime occurs in banks and corporations and often involves important figures in a community, like I said the people you would never expect. As for corporate crime, it does not involve just one individual, but many people, often an entire company or corporation, once again crime in the suites, not in the streets. So, what is white-collar crime and corporate crime? Now that I have introduced the topic I will go into detail as to what both of these topics actually are and I will examine more closely and look at what social forces play major roles in these crimes in the paragraphs to come. White-collar crime refers to illegal activities committed by people during the course of their employment or regular business activities. Crimes such as, fraud, which ...

Fallacies Analysis Assignment Example | Topics and Well Written Essays - 1250 words

Fallacies Analysis - Assignment Example This is a type of question that is intended to make the opponent look unavoidably bad and uncomfortable. It can be found in political campaigns aimed at the citizens’ noble feelings: e.g. do you favor voting for a party that will legalize drugs, promote gay marriages and diminishes importance of religious spirituality justifying it with democratic aspirations? In this fallacy, the premises supporting the conclusion imply that the conclusion is true. For example, one can say that the United States is the best country to live in the world because there are no other countries better than the U.S. Drawing conclusions based on the available evidence, we often suppress both available and unavailable evidence that might make the conclusion more consistent. A common instance is insisting that America is an inherently Christian nation relying on the fact that ‘in God, we trust’ is inscribed in money. However, this conclusion is inconsistent due to a suppressed evidence: this inscription was added in the middle of the 20th century because of the fear of communism. Lack of proportion is over- or underestimation of actions, arguments, and outcomes used to convince people. An instance of this fallacy can be seen in downplaying important arguments for the sake of less significant ones. For example, a mother can be worried about the risk her child faces at school, i.e. risk of a mass school shooting; but she ignores the significance of the risk the child faces going to the school by bus daily.

The pianist of willesden lane Movie Review Example | Topics and Well Written Essays - 750 words - 2

The pianist of willesden lane - Movie Review Example Different themes have been used to show the fear and what was going through the woman’s head during the holocaust. In life, no one is supposed to go through what the woman in the play went through. We should all try to accommodate each other’s believes and respect them (Hurwitt). The play tells a great story. It incorporates narration of the story with music that fuses well to set the mood and illustrate the exact feelings and the situation at the time. The result of this is the heart responding in kind with the theme. When the play was featured in the theater, everyone sheds a tear. The director has tried to fuse all the tales told in the story with a song. Director Hershey Felder who adapted the book and came up with the play uses music and costumes trying to reenact the mood of the writer while writing the book. These tails are deep and can appeal to any human being. The use of stage lights to further set the required mood for the play. The music only comprises of a piano. This is because in the book the author tells the tails using songs that she played on her keyboard. It gives the play a more intricate meaning because music appeals to the emotions (Hurwitt). The director of the play adds visuals to the play to further intensify the mood that he intends to portray. Since some of the visuals are a bit graphic, the director tries to blend them with the emotional music that accompanies them. The director divides the play in three parts. The first part sets up the conditions that were experienced in 1938 during the holocaust. The intention of this is to bring the attention of the audience to the mood of the play. The music that opens the play is deep and conveys a sad mood. The second part takes the play to a new high. The music and visual introduce a new dimension to the play. They bring out the emotions at the time of the holocaust. It goes deeper in bringing out the mood of the author of at the time of the holocaust (Hurwitt). Being that the p lay is centered on the story narrated by the author of the book, it was important to convey her thoughts and emotions at the time. The last part does exactly that. It brings the play to a fervent resolution. The music at this time is deep and very emotional. The visuals are intense and the play reaches its climax. The response from the audience is amazing. Everyone is full of emotion. The third part makes a passionate appeal to the emotion and humane part to never repeat the issues shown by the play. To illustrate further the theme of the play, the director uses archival photos, newsreels and file videos projected to large old golden picture frames hanging in the middle of the theater stage. The theater stage is painted midnight blue. The contrast in the colors brings out the theme of the medieval ages. The play does not portray comfort of the actor. The actor has to assume the voices of men, women and children written in the book (Hurwitt). The play comes alive in different ways. T he use of the piano music creates a more emotional attachment. The use of visuals in the play lets you tell how the situation was at the time expressed. The actors bring out the physical actions that are expressed in the play. With this, the director tells the story as it is in the book it was adopted. When I watched the play, I felt touched. I understood what the director's intentions were when he created the play. The emotional attachment to the songs and visuals in the play is strong. I think the play was a success in educating us about the holocaust and how it

Homeland Security Research Products Paper Example | Topics and Well Written Essays - 1000 words - 1

Homeland Security Products - Research Paper Example Understanding the radicalization process is crucial in developing effective counter-strategies. This is because potential terrorists begin and progress through radicalization processes. Successful counter strategies can only be achieved if the security structures identify the point where radicalization begins. The second report is that of the Department of Homeland Security titled Right-wing Extremism: Current economic and political climate fueling resurgence in radicalization and recruitment (U.S Department of Homeland Security, 2009). The report provides an assessment of the threat posed by homegrown extremism from right-wing groups. The report is an intelligence assessment that helps in facilitating a better understanding of the emergence of violent radicalization in the United States. The report lacks credible evidence that the right-wing terrorists are planning any acts of violence. However, it bases its argument on the speculation that the extremists may be training more recruits owing to the fear related to several emergent issues i.e. the economic downturn and the election of the first African American president. To address the research question in detail, the report has focused on discussing issues such as the prevailing political and economic environment, exploitation of the econ omic downturn, the presidential election, illegal immigration, and the legislative initial drivers among others. This report addresses the homegrown threat that terrorism activities pose in developed nations, for example, the United States. The study discusses the radicalization factor that promotes terrorism activities. The research is successful in the use of case studies to explain the formation and advancement of the intentions that lead to terrorism. Use of case studies amounts to qualitative research. The case studies provided existing data and information on terrorism for the report.  

Factors of Affecting Online Game Satisfaction

Factors of Affecting Online Game Satisfaction CHAPTER ONE INTRODUCTION 1.1 Introduction Online gaming is one of the most popular entertainments among the citizen in this world no matter what ages they are. Due to the advancement in the technologies, it has brought lots of growth in this industry since early of 2000s. This growth has been developed online game market into the core of the world cultural industry (Sang, Yung, Jae, and Kyoung, 2004). Hsu and Lu (2003) stated that online game service has been a highly profitable e-commerce application in recent years and its market value has increasing markedly as well as number of player growth at the same time. Now a day, most of the household will owned at least one personal computer (PC) or a laptop and some even more than that due to the cheaper cost to have a computer. Consequently, the demand for computer has been grown rapidly throughout this recent year. The accessibility of internet also is easier with each passing year and the cheaper price to have broadband internet connectivity (Bizymoms.com). Generally, online game service can be categorized as business-to-consumer or B2C in e-commerce and it is also one the videogame and interactive entertainment industry. A strategic market research and consulting firm which focuses on the interactive entertainment and the emerging video game, online game, interactive entertainment and portable game markets namely, DFC Intelligence has made its forecast for worldwide videogame and interactive entertainment industry each year since year 1995. According to DFC Intelligence forecast on year 2008, the worldwide videogame and interactive entertainment industry revenue to reach USD 57 billion in 2009 with no signs of slowing due to the slumping economies and expensive hardware (Androvich, 2008). The rapid growth in videogame and interactive entertainment industry has been attracted lots of entrepreneur who would like to enter this profitable industry. Based on the report of DFC, PC was the top platform for games in 2007, with online game revenue alone eclipsing USD 7 billion on year 2006 and not including retail sales. The DFC also stated the total PC game revenue is expected to reach USD 19 billion by year 2013 (Androvich, 2008). In Malaysia, there were 15 million subscriber of internet and it was 62.8% out of the total population in 2008 (Internet World Stats, 2008). It was more than half of the citizens of Malaysia have used the internet and this has brought a great opportunity to the entrepreneur who would like to join this industry to be one of the online game service providers to share the profit since the number of internet users was increasing each year. It did not showed that the number of the online game subscribers but there is a business opportunity for the entrepreneur to start-up their business through online. Table 1.1: Internet Usage and Population Growth of Malaysia Year No. of Users Total Population % 2000 3, 700, 000 24, 645, 600 15.0% 2005 10, 040, 000 26, 500, 699 37.9% 2006 11, 016, 000 28, 294, 120 38.9% 2007 13, 528, 200 28, 294, 120 47.8% 2008 15, 868, 000 25, 274, 133 62.8% (Source: http://www.internetworldstats.com/asia/my.htm [2009, November 1]) A study showed that customer satisfaction is the immediate factor affecting the consumer retains loyalty (Cronin, Brady, and Hult, 2000). Most of the studies showed that higher levels of customer satisfaction will lead to customer loyalty. â€Å"A minor change in satisfaction could lead to a substantial change in loyalty increment† (Bowen and Chen, 2001). However, most of these studies were in offline environment. Wind and Rangasamy (2001) found that online environments offer more opportunities for interactive and personalized marketing. Eventually, these opportunities may influences customer satisfaction and customer loyalty in the online environment if compared to the traditional market or offline environment (Shankar, Smith, and Rangaswamy, 2003). The main purpose of this study is to identify the factors affects the customer satisfaction towards online game services and which could lead to customer loyalty. It is including the service quality, transaction cost, experience value, and technology acceptance factor. These four antecedents of online game service satisfaction and loyalty will test associations based on the model that has been constructs. 1.2 Background of the Research In this century, computer might be a need for a person if compared to the olden days where there was a limited growth in technologies. Now, computer seems like a tool which can do everything for you such as searching information, payment, shopping, and so on. This powerful electrical appliance has gain a well response from the citizen of the world. It has many functions can perform through computer and one of the most popular functions of computer is gaming. In the earlier 2000s, most of the games were played offline since the limited internet connectivity and expensive prices to have an internet connectivity. However, this situation has changed due to the technologies advancements and the industry has achieved economic of scale. To more understand what online games is, it is a must to brief its history. The very first online gaming activities were introduced in the late of 1960s and early of 1970s. Later, they started gain more popularity within 1970s to 1980s when dial-up Bulletin Boards became popular and the users started playing online game over them. Clyde and Thomas (2008) stated that the development of arcade game in the 1970s, and video and computer games in the 1980s; digital games have become an influential part of popular culture. The bulletin boards provided a multi-user platform which allowed few users to play at the same time. Now, it has been transformed to MMORPG (Massively Multi-Player Online Role-Playing Games) which is popular all around the world presently (Bizymoms.com). At one time, games were used for educational purpose rather than entertainment (Clyde and Thomas, 2008). However, due to the changed in the perception of game role and the culture, it becomes an entertainment but there is still has some of the game designers and educators used it as educational purposed such as learning typing skills and so on. In the year of 1990s, due to the growth of internet technologies of Flash and Java, it has led to the increasing usage of the internet and the millions of new websites mushrooming across the World Wide Web. When enter to the millennium year, technological giants such as Sony, Microsoft and Ninetendo came out with advanced gaming consoles has changed the features of online gaming completely (Bizymoms.com). The people all around can play a same game with each other virtually at the same time. Currently, online gaming industry is growing each year and it has a great expansion in future. The online game service is one of the most competitive industries among the entire industries. The new and the existing online game service provider are delivering their best services to gain more market share to sustain its organization. To penetrate the market, the firm must meet the customer expectation which may lead to customer satisfaction. Eventually, it may bring customer loyalty. 1.3 Research Problem Customer is the one who contribute the profit to the firm because they are the one who are using the product or services. However, consumers are becoming wisely now a day when they would like to use certain product or services. They will tend to purchase the product only if the product can meet their expectation which might lead to satisfaction. To meet the customer expectation, it is a biggest challenge for the firm. Other than that, the growth of the online game has brought some a major problem to the service provider which is how to retain the existing online game users and will not shifting to other service provider or loyalty to the current provider (Yang, Wu, Wang, 2009). In order to survive in this competitive industry, many practitioners and academicians in this field have focused on how to improve online services to attract potential buyers as well as the current customers (Jun, Yang, and Kim, 2004). There are some of the factors to achieve customer satisfaction. However, the key factors especially in online game services which are able to make the customer satisfied with the products and services still under study or unknown (Dick, Wellnitz, and Wolf, 2005). If the key factors have been determined, the provider might be able to gain the competitive advantages which trying to meet the customer expectation. This research is emphasizing the customer satisfaction and loyalty in online game service. Specifically, it is trying to identify the key factors affects online satisfaction and online loyalty in order to guide the online game service provider to improve their service quality to garb more potential customers and retain the existing one. 1.4 Research Objectives The objectives were formed based on the research problem and there are formulated to achieve the main goal of this study which is to examine the factors of affecting the online game satisfaction and loyalty. To determine service quality has a positive impact towards online game satisfaction. To determine transaction costs has a positive impact towards online game satisfaction. To determine technology acceptance factor has a positive impact towards online game satisfaction. To determine experience value has a positive impact towards online game satisfaction. To determine online game satisfaction would have a positive impact on online game loyalty. To determine service quality, transaction cost, technology acceptance factors, and experience value will affect online game satisfaction and eventually online game loyalty. 1.5 Justification of the Study This study is significant for several reasons. First, it can identify the gaps between customer expectation and perception about online game service provider in order to guide them to provide better services. â€Å"It is commonly known that there is a positive relationship between customer loyalty and profitability† (Bowen and Chen, 2001). It is correct once the customer is loyal to the company because they will visit the firm after a purchase and some even recommend to their friends. In the online environment, the online satisfaction also grabs much attention from all of the researchers because to meet a customer expectation is the toughest challenges to the company. Also, it brings the profitability and the survival of the company. Online game service provider should concern about the medium which may influenced the online game satisfaction and online game loyalty. The importance of the study is to keep the online game service improvement in order to achieve the customer satisfaction from time to time. In online environment, the customer can easily compared the alternative than offline customer especially products and service (Shankar et al., 2003). As in online environment, the user is free to search the information to the product that they demand. As well as online game, there is large amount of online game service provider. Therefore, the user can easily compared the features of the game and service quality that provided by the firm. Once the factor has a positive impact on online satisfaction has been determined, the service provider is able to strengthen their weaknesses in order to sustain its market share. Besides, the study is providing guidelines for the service provider to develop their future or long-term plan. The importance of the online game satisfaction will give a direction to the service provider to plan for their future such as strategic plan. It also helps the company to gain competitive advantages in this industry. Commonly, most of the studies regarding to customer satisfaction and loyalty were did for offline environment and only limited for online environment. However, consumers still have some same characteristics in making decision when they would like to purchase a product. As the study has identified the factors affect the customer satisfaction and loyalty, the firms are able to fulfill the users need and wants. This action is trying to meet the customer satisfaction and eventually customer loyalty. Once the customer become loyal, the company may survive in this competitive market. On the other hand, it is also will benefit the user to gain a better service from the online game service provider once they have responded to what they are percept towards the online game service provider that they currently subscribed. Also, the service provider is able to understand what kind of service quality that the users perceived and expected. It will leads to a win-win situation if both of the parties could perform what they are request and give. 1.6 Definition of Important Terms There are some important terms in this study: Online satisfaction, online loyalty, service quality, technology acceptance factors, transaction cost, and experiences value. Online Game Satisfaction Online game satisfaction is customer satisfaction towards online game service. Oliver (1980) defines customer satisfaction as customers evaluation of a product or service with regard to their needs and expectations. It is just in virtual environment perspectives. Online Game Loyalty Online game loyalty is customer loyalty towards online game service. It can be defined as â€Å"a deeply held commitment to rebuy or repatronize a preferred product or service consistently in the future, thereby causing repetitive same-brand or same brand-set purchasing, despite situational influences and marketing efforts having the potential to cause switching behaviuor† (Oliver, 1997). Service Quality Parasuraman, et al., (1988) defined service quality as â€Å"a global judgement, or attitude, relating to the superiority of the service†, â€Å"and explicated it as involving evaluations of the outcomes (i.e., what customer actually receives from services) and process of service act (i.e., the manner in which service is delivered)† (Jain, and Gupta, 2004) Technology Acceptance Factors It is also known as technology acceptance model (TAM). Davis (1989) proposed TAM to explain and predict user acceptance of information systems (IS) or information technology (IT). In short, it is explaining â€Å"intention to use a technology† (Schepers and Wetzels, 2007). Transaction Cost It is a theory â€Å"seeks to explain why firms exist and how firm boundaries were determined† (Watjatrakul, 2005). Experience Value It refers to â€Å"shopping efficiency and making good product performance and functionality† (Wu and Liang, 2009). Wu and Liang (2009) added â€Å"its perceptions are based on interaction involving either direct usage or distant appreciation of goods or services†. MMORPG (Massively Multi-Player Online Role-Playing Games) It is known as a virtual environment where it allows multiple geographically distributed users interact with each other at the same time (Papargyris and Poulymenakou, 2005). Besides, it is â€Å"offering an alternative channel for players to communicate, share experiences, socialize, and eventually from virtual communities† (Chee, Zaphiris, and Mahmood, 2007) Online Game Service It is a service provider who provides a server for the online game user to get into the network to interact with each other by playing games. 1.7 Organization of the Report This study will be constructed into five different chapters and there are: Chapter 1 is presenting the introduction and a brief overview of the study. The problems of the study, objectives of the study, significance of the study, and the chapter outline of the research are stated in this chapter. Chapter 2 provides an extensive review of international journals, reports, and articles from online and offline resources. Besides, all the reviews in this chapter are related to the problem of the research that will guide to construct the conceptual foundation and hypothesis of the study. Chapter 3 is describing the methods used in conducting this study in detail. Besides, it also presents the development of the research framework which proposed the relationship between dependent variables and independent variables. Next, the methodology applied is provided, sampling procedures, hypothesis development, data analysis and measurement. Chapter 4 presents the findings and data analysis of the research. It analyses and discussed the data collected in the research using the research instrument which has been developed in chapter 3. The hypothesis will be tested and it is also presents the results of statistical analysis used in this study (t-test, ANOVA, and etc.). Chapter 5 is presenting the conclusion and recommendation. There is also discussion of the studys implications, recommendations, limitations and suggestion for the future research. CHAPTER 2 LITERATURE REVIEW 2.1 Introduction Chapter 1 has discussed and highlighted the important issues which related online game service satisfaction and loyalty. All of these issues that mentioned in the chapter 1 are playing an important role for online game service industry in order to understand the expectation of the user and eventually grab more market share. As a result, to more understanding these issues, an examination of literature on related study were carried out. Generally, literature review provides the theoretical basis for the development of the research framework of this study, which will be discuss in the next chapter Chapter 3. This chapter consists of the following subject areas: (1) Definition of key terms; (2) online game satisfaction; (3) online game loyalty; (4) the factors might affect online satisfaction and loyalty; and (5) summary of literature review. 2.2 Definition of Key Terms 2.2.1 Online Game Service As technologies have became more advance, people have more rely on the technologies and they even expect technology will do all the things for us. Now, most of the people are prefer online rather than offline when they would like to purchase or acknowledge a transaction. In the olden day around 1980 where the technology has a limited growth, people can only play games in offline environment such as TV and handheld game console (Nintendo). In the late 1980s computer game was invented and started popular. Currently, computer games have been transformed into MMORPG (Massively Multi-Player Online Role-Playing Games) which is popular all around the world (Bizymoms.com). Besides, the multi-player online role-playing games also known as Net games (Lo, Wang, and Fang, 2005). Generally, net game can be divided into three which is web games, network games, and online games. The below is the definition of this three types of net games. Table 2.1 Types of Net Games Types Definition Players Web games Games which use a website as an interface. Players must register to play. Network games Games which allow multiple players to use their own PCs to interact via Local Area Networks (LANs) or the internet. Also, many of these closely resemble PC games. Players must purchase and install game software. However, it does not require any fees beyond those for internet connections. Online games Games where require players to connect to the service provider and log in to a server. Player must subscribe to the service provider and select a role to interact with other virtual roles. Source: Lo, 2008 Online game is requiring player to log in to a server in order to play the games. It is means that the players must have internet connection to connect with the service provider. After the player subscribe to the games, the user has to select a role to interact with the rest of the subscribers. The special characteristic of online game is the user can continue to play their role after they have log out for few days. The player can keep continue playing where they have stopped when they have log out last time with the experiences and assets are remain. Online game user must install a client program for internet connection and online game providers to attend the online game (Lo, 2008). This program is inexpensive and sometimes even free. However, there are some need additional fees are paid to the Internet Service Provider (ISP) (Lo, 2008). Commonly, the charges of online game is based on the time where the player spent to playing games and usually it is prepaid which pay before they play the games. Due to the technology advancement and the cheaper price for paying the internet connectivity, consumers are more easily to connect to the internet and playing online game. This golden business opportunity has been attracted lots of firms entered to this industry. Online game service is the company which provides a server for the players in order to play game with others. The company main activities is improve the performance of the online game also maintenance of the server to avoid any shut-down or system down of the server. There are some features have attracted lots of people subscribe to online game and the number of players is keep increasing each day. The online games allow the player to build the role based on their preference, beliefs, goal, or other factors and most of the time the players play it in a team (Klang, 2004). The features in the online games has play an important role in order to gain more subscriber and also some other factors. 2.3 Online Game Loyalty In general, loyalty can be defined as faithful. However, in terms of customer loyalty, it is hard to define (Bowen ad Chen, 2001). Dennis (2003) stated that loyalty is the feeling where a customer has about a brand. This could be explained as the customer has a positive perception about the brand and this brand will always come in the first of the mind of this particular consumer if compared to the other firms which have offer the same service or product. Edvarson, Johnson, Gustafsson and Strandvik (2000) define loyalty as a customers intention to repurchase from the same firm again. On the other hand, loyalty can be measured in three distinctive approaches and there are behavioural measurements, attitudinal measurements, and composite measurements (Bowen and Chen, 2001). Behavioural measurements can be defined as consistent, repetitious purchase behaviuor as an indicator of loyalty. For example, if the customer is often and repeat visit the same firm and purchase the product from the firm can be said as loyalty under the behavioural measurement. Next, attitudinal measurements can be defined as used attitudinal data to reflect the emotional and psychological attachment inherent in loyalty. Lets put it in a situation where a consumer holds a favourable attitude toward an online game service provider, but it is not necessary that consumer will subscribe o this service provider. It might be expensive to the consumer but the consumer will recommend it to others since he holds a favourable attitude towards the service provider (Toh, Hu, and Withiam, 1993). Composite approach is the combination of the first two dimensions and measure loyalty by customers products preferences, propensity of brand-switching, frequency of purchase, recency of purchase and total amount of purchase (Pritchard and Howard, 1997). This approach is valuable tool to understand customer loyalty in several fields such as retailing, upscale hotels and airlines (Pritchard and Howard, 1997). Many of the researchers and also in common think that loyalty is generating positive and measurable financial results (Dennis, 2003). In short, there is a positive relationship between loyalty and profit (Bowen and Chen, 2001). When a company is able to retain 5 percent more of its customers, consequently, profits will increase 25 percent to 125 percent (Reichheld and Sasser, 1990). The impact of loyalty has played an important role for the profit of the company. Based on the reasons mentioned above, online game loyalty (customer loyalty) is the independent variable for this study. On the past studies showed that online customer loyalty is result from customer satisfaction with the e-commerce channel. Also, the online satisfaction has the positive impact on online loyalty is the proved in the context of electronic commerce (Anderson and Srinivasan, 2003; Rodgers, Negash, and Suk, 2005. As proposed by Yang et al. (2009), online loyalty is the final result of their study. For this study, online loyalty is defined as a customers favaourable attitude and commitment towards online game service provider that results in sustaining in the same service provider which based on the study of Yang et al. (2009). Hence, this study is proposing online loyalty as the dependent variable. 2.4 Online Game Satisfaction Satisfaction is the â€Å"overall customer attitude towards a service provider† (Levesque and McDougall, 1996). Oliver (1980) defined customer satisfaction as customers evaluations of a product or service based on their needs and expectations. In the other way, it is an emotional customer anticipates and what they receive (Zineldin, 2000). Customer satisfaction could be the big challenges for all the firms and to satisfy the customer expectation is not an easy job because customers are human being who has a complex mind. As a human being, we have different characteristics and different expectation. Some people might expect a basic service from the service provider but some might expect a high service from the service provider. When people would like to defined something which involve human attitude, it is hard to find a common or universal definition. Gerpott, Rams, and Schindler (2001) proposed satisfaction is based on the customers estimated experience of the extent when the service provider is able to fulfill customers expectations. There are some benefits of customer satisfaction and the major benefits of customer satisfaction is stay loyal longer (Zineldin, 2000; Hansemark and Albinsson, 2004). Besides, Hansemark and Albinsson (2004) stated that satisfied customer are relatively less price sensitive, tend to purchase additional products, and they are relatively hard influenced by the competitors. They proposed many company view customer satisfaction as the crucial to a companys survival and must be satisfied those customer all the time as the company has been promised them. In general, much research no matter in offline environment or online environment, customer satisfaction is not really a new concept and lots of research efforts have been made to understand its antecedents and consequences (Bai, Law, and Wen, 2008). To assess a firms productivity and its marketing performance, the measures of perceived quality, satisfaction and loyalty was being used (Cortina, Elorz, and Villanueva, 2004). Besides, the great number of study of customer satisfaction is because its potential influence on consumer behavioral intention and customer retention (Cronin, Brady, Hult, 2000; Yang et al., 2009). A study of online retailing stated that satisfied customer tend to have higher usage of service and have stronger repurchase intention (Kim, Jin, and Swiney, 2008). Also, this particular customer will often recommend the product or service to their friends than those who are not satisfied (Zeithaml, Berry, and Parasuraman, 1996; Kim et al., 2008). Anderson and Srinivasan (2003) have investigated the impact of satisfaction on loyalty in the context of e-commerce. They concluded that online satisfaction has an impact on online loyalty. However, they also stated that the relationship is just moderated both by consumers individual factors and firms business factors. However, the relationship between online satisfaction and online loyalty also has been found in numerous studies (Yang et al., 2009; Kim et al., 2008; Anderson and Srinivasan, 2003; Rodgers et al., 2005). Hence, this study is going to propose online satisfaction might have a positive effect on online loyalty. 2.4.1 Online game satisfaction as a mediator Online game satisfaction will be the mediator between the online game loyalty and its determinants which are service quality, transaction cost, technology acceptance factor, and experience value. As proposed by Yang et al., 2009, service quality, transaction cost, and experience value will influence on online game satisfaction. However, this study is going to propose another antecedent which is technology acceptance factors which based on the studies of Lin and Sun, 2009; Hsu and Lu, 2003. In this model, online game satisfaction is a function of the four antecedents operating in a situation and helps to explain the influence of the antecedents on online game loyalty. As prior mentioned that online satisfaction has an impact on online loyalty, but, there are some factors might influence online satisfaction before it comes to online loyalty. To achieve the online satisfaction, the online game service providers have to meet the expectation of the consumer in some of the aspects as the four antecedents. Yang et al., 2009 stated that rare research examines the moderating effects of customer satisfaction in an integrated loyalty model and less formally tests that online game satisfaction in the online game service environment. Therefore, in this study, it proposes online game satisfaction as the mediator between the four antecedents and online game loyalty. The below table is to shows that the selected empirical research on determinants of customer satisfaction and loyalty (online). Table 2.2: Selected empirical research on determinants of customer satisfaction and loyalty (online) Independent Variables Key References Context Service Quality (SERVQUAL) Yang et al., (2009) Lin and Sun (2009) Lee and Lin (2005) Santos (2003) Online Game Service Online Shopping Online Shopping e-Service Quality Technology Acceptance Factors Lin and Sun (2009) Hsu and Lu (2003) Online Shopping Online Game Transaction Cost Yang et al., (2009) Liang and Huang (1998) Online Game Service Electronic M Factors of Affecting Online Game Satisfaction Factors of Affecting Online Game Satisfaction CHAPTER ONE INTRODUCTION 1.1 Introduction Online gaming is one of the most popular entertainments among the citizen in this world no matter what ages they are. Due to the advancement in the technologies, it has brought lots of growth in this industry since early of 2000s. This growth has been developed online game market into the core of the world cultural industry (Sang, Yung, Jae, and Kyoung, 2004). Hsu and Lu (2003) stated that online game service has been a highly profitable e-commerce application in recent years and its market value has increasing markedly as well as number of player growth at the same time. Now a day, most of the household will owned at least one personal computer (PC) or a laptop and some even more than that due to the cheaper cost to have a computer. Consequently, the demand for computer has been grown rapidly throughout this recent year. The accessibility of internet also is easier with each passing year and the cheaper price to have broadband internet connectivity (Bizymoms.com). Generally, online game service can be categorized as business-to-consumer or B2C in e-commerce and it is also one the videogame and interactive entertainment industry. A strategic market research and consulting firm which focuses on the interactive entertainment and the emerging video game, online game, interactive entertainment and portable game markets namely, DFC Intelligence has made its forecast for worldwide videogame and interactive entertainment industry each year since year 1995. According to DFC Intelligence forecast on year 2008, the worldwide videogame and interactive entertainment industry revenue to reach USD 57 billion in 2009 with no signs of slowing due to the slumping economies and expensive hardware (Androvich, 2008). The rapid growth in videogame and interactive entertainment industry has been attracted lots of entrepreneur who would like to enter this profitable industry. Based on the report of DFC, PC was the top platform for games in 2007, with online game revenue alone eclipsing USD 7 billion on year 2006 and not including retail sales. The DFC also stated the total PC game revenue is expected to reach USD 19 billion by year 2013 (Androvich, 2008). In Malaysia, there were 15 million subscriber of internet and it was 62.8% out of the total population in 2008 (Internet World Stats, 2008). It was more than half of the citizens of Malaysia have used the internet and this has brought a great opportunity to the entrepreneur who would like to join this industry to be one of the online game service providers to share the profit since the number of internet users was increasing each year. It did not showed that the number of the online game subscribers but there is a business opportunity for the entrepreneur to start-up their business through online. Table 1.1: Internet Usage and Population Growth of Malaysia Year No. of Users Total Population % 2000 3, 700, 000 24, 645, 600 15.0% 2005 10, 040, 000 26, 500, 699 37.9% 2006 11, 016, 000 28, 294, 120 38.9% 2007 13, 528, 200 28, 294, 120 47.8% 2008 15, 868, 000 25, 274, 133 62.8% (Source: http://www.internetworldstats.com/asia/my.htm [2009, November 1]) A study showed that customer satisfaction is the immediate factor affecting the consumer retains loyalty (Cronin, Brady, and Hult, 2000). Most of the studies showed that higher levels of customer satisfaction will lead to customer loyalty. â€Å"A minor change in satisfaction could lead to a substantial change in loyalty increment† (Bowen and Chen, 2001). However, most of these studies were in offline environment. Wind and Rangasamy (2001) found that online environments offer more opportunities for interactive and personalized marketing. Eventually, these opportunities may influences customer satisfaction and customer loyalty in the online environment if compared to the traditional market or offline environment (Shankar, Smith, and Rangaswamy, 2003). The main purpose of this study is to identify the factors affects the customer satisfaction towards online game services and which could lead to customer loyalty. It is including the service quality, transaction cost, experience value, and technology acceptance factor. These four antecedents of online game service satisfaction and loyalty will test associations based on the model that has been constructs. 1.2 Background of the Research In this century, computer might be a need for a person if compared to the olden days where there was a limited growth in technologies. Now, computer seems like a tool which can do everything for you such as searching information, payment, shopping, and so on. This powerful electrical appliance has gain a well response from the citizen of the world. It has many functions can perform through computer and one of the most popular functions of computer is gaming. In the earlier 2000s, most of the games were played offline since the limited internet connectivity and expensive prices to have an internet connectivity. However, this situation has changed due to the technologies advancements and the industry has achieved economic of scale. To more understand what online games is, it is a must to brief its history. The very first online gaming activities were introduced in the late of 1960s and early of 1970s. Later, they started gain more popularity within 1970s to 1980s when dial-up Bulletin Boards became popular and the users started playing online game over them. Clyde and Thomas (2008) stated that the development of arcade game in the 1970s, and video and computer games in the 1980s; digital games have become an influential part of popular culture. The bulletin boards provided a multi-user platform which allowed few users to play at the same time. Now, it has been transformed to MMORPG (Massively Multi-Player Online Role-Playing Games) which is popular all around the world presently (Bizymoms.com). At one time, games were used for educational purpose rather than entertainment (Clyde and Thomas, 2008). However, due to the changed in the perception of game role and the culture, it becomes an entertainment but there is still has some of the game designers and educators used it as educational purposed such as learning typing skills and so on. In the year of 1990s, due to the growth of internet technologies of Flash and Java, it has led to the increasing usage of the internet and the millions of new websites mushrooming across the World Wide Web. When enter to the millennium year, technological giants such as Sony, Microsoft and Ninetendo came out with advanced gaming consoles has changed the features of online gaming completely (Bizymoms.com). The people all around can play a same game with each other virtually at the same time. Currently, online gaming industry is growing each year and it has a great expansion in future. The online game service is one of the most competitive industries among the entire industries. The new and the existing online game service provider are delivering their best services to gain more market share to sustain its organization. To penetrate the market, the firm must meet the customer expectation which may lead to customer satisfaction. Eventually, it may bring customer loyalty. 1.3 Research Problem Customer is the one who contribute the profit to the firm because they are the one who are using the product or services. However, consumers are becoming wisely now a day when they would like to use certain product or services. They will tend to purchase the product only if the product can meet their expectation which might lead to satisfaction. To meet the customer expectation, it is a biggest challenge for the firm. Other than that, the growth of the online game has brought some a major problem to the service provider which is how to retain the existing online game users and will not shifting to other service provider or loyalty to the current provider (Yang, Wu, Wang, 2009). In order to survive in this competitive industry, many practitioners and academicians in this field have focused on how to improve online services to attract potential buyers as well as the current customers (Jun, Yang, and Kim, 2004). There are some of the factors to achieve customer satisfaction. However, the key factors especially in online game services which are able to make the customer satisfied with the products and services still under study or unknown (Dick, Wellnitz, and Wolf, 2005). If the key factors have been determined, the provider might be able to gain the competitive advantages which trying to meet the customer expectation. This research is emphasizing the customer satisfaction and loyalty in online game service. Specifically, it is trying to identify the key factors affects online satisfaction and online loyalty in order to guide the online game service provider to improve their service quality to garb more potential customers and retain the existing one. 1.4 Research Objectives The objectives were formed based on the research problem and there are formulated to achieve the main goal of this study which is to examine the factors of affecting the online game satisfaction and loyalty. To determine service quality has a positive impact towards online game satisfaction. To determine transaction costs has a positive impact towards online game satisfaction. To determine technology acceptance factor has a positive impact towards online game satisfaction. To determine experience value has a positive impact towards online game satisfaction. To determine online game satisfaction would have a positive impact on online game loyalty. To determine service quality, transaction cost, technology acceptance factors, and experience value will affect online game satisfaction and eventually online game loyalty. 1.5 Justification of the Study This study is significant for several reasons. First, it can identify the gaps between customer expectation and perception about online game service provider in order to guide them to provide better services. â€Å"It is commonly known that there is a positive relationship between customer loyalty and profitability† (Bowen and Chen, 2001). It is correct once the customer is loyal to the company because they will visit the firm after a purchase and some even recommend to their friends. In the online environment, the online satisfaction also grabs much attention from all of the researchers because to meet a customer expectation is the toughest challenges to the company. Also, it brings the profitability and the survival of the company. Online game service provider should concern about the medium which may influenced the online game satisfaction and online game loyalty. The importance of the study is to keep the online game service improvement in order to achieve the customer satisfaction from time to time. In online environment, the customer can easily compared the alternative than offline customer especially products and service (Shankar et al., 2003). As in online environment, the user is free to search the information to the product that they demand. As well as online game, there is large amount of online game service provider. Therefore, the user can easily compared the features of the game and service quality that provided by the firm. Once the factor has a positive impact on online satisfaction has been determined, the service provider is able to strengthen their weaknesses in order to sustain its market share. Besides, the study is providing guidelines for the service provider to develop their future or long-term plan. The importance of the online game satisfaction will give a direction to the service provider to plan for their future such as strategic plan. It also helps the company to gain competitive advantages in this industry. Commonly, most of the studies regarding to customer satisfaction and loyalty were did for offline environment and only limited for online environment. However, consumers still have some same characteristics in making decision when they would like to purchase a product. As the study has identified the factors affect the customer satisfaction and loyalty, the firms are able to fulfill the users need and wants. This action is trying to meet the customer satisfaction and eventually customer loyalty. Once the customer become loyal, the company may survive in this competitive market. On the other hand, it is also will benefit the user to gain a better service from the online game service provider once they have responded to what they are percept towards the online game service provider that they currently subscribed. Also, the service provider is able to understand what kind of service quality that the users perceived and expected. It will leads to a win-win situation if both of the parties could perform what they are request and give. 1.6 Definition of Important Terms There are some important terms in this study: Online satisfaction, online loyalty, service quality, technology acceptance factors, transaction cost, and experiences value. Online Game Satisfaction Online game satisfaction is customer satisfaction towards online game service. Oliver (1980) defines customer satisfaction as customers evaluation of a product or service with regard to their needs and expectations. It is just in virtual environment perspectives. Online Game Loyalty Online game loyalty is customer loyalty towards online game service. It can be defined as â€Å"a deeply held commitment to rebuy or repatronize a preferred product or service consistently in the future, thereby causing repetitive same-brand or same brand-set purchasing, despite situational influences and marketing efforts having the potential to cause switching behaviuor† (Oliver, 1997). Service Quality Parasuraman, et al., (1988) defined service quality as â€Å"a global judgement, or attitude, relating to the superiority of the service†, â€Å"and explicated it as involving evaluations of the outcomes (i.e., what customer actually receives from services) and process of service act (i.e., the manner in which service is delivered)† (Jain, and Gupta, 2004) Technology Acceptance Factors It is also known as technology acceptance model (TAM). Davis (1989) proposed TAM to explain and predict user acceptance of information systems (IS) or information technology (IT). In short, it is explaining â€Å"intention to use a technology† (Schepers and Wetzels, 2007). Transaction Cost It is a theory â€Å"seeks to explain why firms exist and how firm boundaries were determined† (Watjatrakul, 2005). Experience Value It refers to â€Å"shopping efficiency and making good product performance and functionality† (Wu and Liang, 2009). Wu and Liang (2009) added â€Å"its perceptions are based on interaction involving either direct usage or distant appreciation of goods or services†. MMORPG (Massively Multi-Player Online Role-Playing Games) It is known as a virtual environment where it allows multiple geographically distributed users interact with each other at the same time (Papargyris and Poulymenakou, 2005). Besides, it is â€Å"offering an alternative channel for players to communicate, share experiences, socialize, and eventually from virtual communities† (Chee, Zaphiris, and Mahmood, 2007) Online Game Service It is a service provider who provides a server for the online game user to get into the network to interact with each other by playing games. 1.7 Organization of the Report This study will be constructed into five different chapters and there are: Chapter 1 is presenting the introduction and a brief overview of the study. The problems of the study, objectives of the study, significance of the study, and the chapter outline of the research are stated in this chapter. Chapter 2 provides an extensive review of international journals, reports, and articles from online and offline resources. Besides, all the reviews in this chapter are related to the problem of the research that will guide to construct the conceptual foundation and hypothesis of the study. Chapter 3 is describing the methods used in conducting this study in detail. Besides, it also presents the development of the research framework which proposed the relationship between dependent variables and independent variables. Next, the methodology applied is provided, sampling procedures, hypothesis development, data analysis and measurement. Chapter 4 presents the findings and data analysis of the research. It analyses and discussed the data collected in the research using the research instrument which has been developed in chapter 3. The hypothesis will be tested and it is also presents the results of statistical analysis used in this study (t-test, ANOVA, and etc.). Chapter 5 is presenting the conclusion and recommendation. There is also discussion of the studys implications, recommendations, limitations and suggestion for the future research. CHAPTER 2 LITERATURE REVIEW 2.1 Introduction Chapter 1 has discussed and highlighted the important issues which related online game service satisfaction and loyalty. All of these issues that mentioned in the chapter 1 are playing an important role for online game service industry in order to understand the expectation of the user and eventually grab more market share. As a result, to more understanding these issues, an examination of literature on related study were carried out. Generally, literature review provides the theoretical basis for the development of the research framework of this study, which will be discuss in the next chapter Chapter 3. This chapter consists of the following subject areas: (1) Definition of key terms; (2) online game satisfaction; (3) online game loyalty; (4) the factors might affect online satisfaction and loyalty; and (5) summary of literature review. 2.2 Definition of Key Terms 2.2.1 Online Game Service As technologies have became more advance, people have more rely on the technologies and they even expect technology will do all the things for us. Now, most of the people are prefer online rather than offline when they would like to purchase or acknowledge a transaction. In the olden day around 1980 where the technology has a limited growth, people can only play games in offline environment such as TV and handheld game console (Nintendo). In the late 1980s computer game was invented and started popular. Currently, computer games have been transformed into MMORPG (Massively Multi-Player Online Role-Playing Games) which is popular all around the world (Bizymoms.com). Besides, the multi-player online role-playing games also known as Net games (Lo, Wang, and Fang, 2005). Generally, net game can be divided into three which is web games, network games, and online games. The below is the definition of this three types of net games. Table 2.1 Types of Net Games Types Definition Players Web games Games which use a website as an interface. Players must register to play. Network games Games which allow multiple players to use their own PCs to interact via Local Area Networks (LANs) or the internet. Also, many of these closely resemble PC games. Players must purchase and install game software. However, it does not require any fees beyond those for internet connections. Online games Games where require players to connect to the service provider and log in to a server. Player must subscribe to the service provider and select a role to interact with other virtual roles. Source: Lo, 2008 Online game is requiring player to log in to a server in order to play the games. It is means that the players must have internet connection to connect with the service provider. After the player subscribe to the games, the user has to select a role to interact with the rest of the subscribers. The special characteristic of online game is the user can continue to play their role after they have log out for few days. The player can keep continue playing where they have stopped when they have log out last time with the experiences and assets are remain. Online game user must install a client program for internet connection and online game providers to attend the online game (Lo, 2008). This program is inexpensive and sometimes even free. However, there are some need additional fees are paid to the Internet Service Provider (ISP) (Lo, 2008). Commonly, the charges of online game is based on the time where the player spent to playing games and usually it is prepaid which pay before they play the games. Due to the technology advancement and the cheaper price for paying the internet connectivity, consumers are more easily to connect to the internet and playing online game. This golden business opportunity has been attracted lots of firms entered to this industry. Online game service is the company which provides a server for the players in order to play game with others. The company main activities is improve the performance of the online game also maintenance of the server to avoid any shut-down or system down of the server. There are some features have attracted lots of people subscribe to online game and the number of players is keep increasing each day. The online games allow the player to build the role based on their preference, beliefs, goal, or other factors and most of the time the players play it in a team (Klang, 2004). The features in the online games has play an important role in order to gain more subscriber and also some other factors. 2.3 Online Game Loyalty In general, loyalty can be defined as faithful. However, in terms of customer loyalty, it is hard to define (Bowen ad Chen, 2001). Dennis (2003) stated that loyalty is the feeling where a customer has about a brand. This could be explained as the customer has a positive perception about the brand and this brand will always come in the first of the mind of this particular consumer if compared to the other firms which have offer the same service or product. Edvarson, Johnson, Gustafsson and Strandvik (2000) define loyalty as a customers intention to repurchase from the same firm again. On the other hand, loyalty can be measured in three distinctive approaches and there are behavioural measurements, attitudinal measurements, and composite measurements (Bowen and Chen, 2001). Behavioural measurements can be defined as consistent, repetitious purchase behaviuor as an indicator of loyalty. For example, if the customer is often and repeat visit the same firm and purchase the product from the firm can be said as loyalty under the behavioural measurement. Next, attitudinal measurements can be defined as used attitudinal data to reflect the emotional and psychological attachment inherent in loyalty. Lets put it in a situation where a consumer holds a favourable attitude toward an online game service provider, but it is not necessary that consumer will subscribe o this service provider. It might be expensive to the consumer but the consumer will recommend it to others since he holds a favourable attitude towards the service provider (Toh, Hu, and Withiam, 1993). Composite approach is the combination of the first two dimensions and measure loyalty by customers products preferences, propensity of brand-switching, frequency of purchase, recency of purchase and total amount of purchase (Pritchard and Howard, 1997). This approach is valuable tool to understand customer loyalty in several fields such as retailing, upscale hotels and airlines (Pritchard and Howard, 1997). Many of the researchers and also in common think that loyalty is generating positive and measurable financial results (Dennis, 2003). In short, there is a positive relationship between loyalty and profit (Bowen and Chen, 2001). When a company is able to retain 5 percent more of its customers, consequently, profits will increase 25 percent to 125 percent (Reichheld and Sasser, 1990). The impact of loyalty has played an important role for the profit of the company. Based on the reasons mentioned above, online game loyalty (customer loyalty) is the independent variable for this study. On the past studies showed that online customer loyalty is result from customer satisfaction with the e-commerce channel. Also, the online satisfaction has the positive impact on online loyalty is the proved in the context of electronic commerce (Anderson and Srinivasan, 2003; Rodgers, Negash, and Suk, 2005. As proposed by Yang et al. (2009), online loyalty is the final result of their study. For this study, online loyalty is defined as a customers favaourable attitude and commitment towards online game service provider that results in sustaining in the same service provider which based on the study of Yang et al. (2009). Hence, this study is proposing online loyalty as the dependent variable. 2.4 Online Game Satisfaction Satisfaction is the â€Å"overall customer attitude towards a service provider† (Levesque and McDougall, 1996). Oliver (1980) defined customer satisfaction as customers evaluations of a product or service based on their needs and expectations. In the other way, it is an emotional customer anticipates and what they receive (Zineldin, 2000). Customer satisfaction could be the big challenges for all the firms and to satisfy the customer expectation is not an easy job because customers are human being who has a complex mind. As a human being, we have different characteristics and different expectation. Some people might expect a basic service from the service provider but some might expect a high service from the service provider. When people would like to defined something which involve human attitude, it is hard to find a common or universal definition. Gerpott, Rams, and Schindler (2001) proposed satisfaction is based on the customers estimated experience of the extent when the service provider is able to fulfill customers expectations. There are some benefits of customer satisfaction and the major benefits of customer satisfaction is stay loyal longer (Zineldin, 2000; Hansemark and Albinsson, 2004). Besides, Hansemark and Albinsson (2004) stated that satisfied customer are relatively less price sensitive, tend to purchase additional products, and they are relatively hard influenced by the competitors. They proposed many company view customer satisfaction as the crucial to a companys survival and must be satisfied those customer all the time as the company has been promised them. In general, much research no matter in offline environment or online environment, customer satisfaction is not really a new concept and lots of research efforts have been made to understand its antecedents and consequences (Bai, Law, and Wen, 2008). To assess a firms productivity and its marketing performance, the measures of perceived quality, satisfaction and loyalty was being used (Cortina, Elorz, and Villanueva, 2004). Besides, the great number of study of customer satisfaction is because its potential influence on consumer behavioral intention and customer retention (Cronin, Brady, Hult, 2000; Yang et al., 2009). A study of online retailing stated that satisfied customer tend to have higher usage of service and have stronger repurchase intention (Kim, Jin, and Swiney, 2008). Also, this particular customer will often recommend the product or service to their friends than those who are not satisfied (Zeithaml, Berry, and Parasuraman, 1996; Kim et al., 2008). Anderson and Srinivasan (2003) have investigated the impact of satisfaction on loyalty in the context of e-commerce. They concluded that online satisfaction has an impact on online loyalty. However, they also stated that the relationship is just moderated both by consumers individual factors and firms business factors. However, the relationship between online satisfaction and online loyalty also has been found in numerous studies (Yang et al., 2009; Kim et al., 2008; Anderson and Srinivasan, 2003; Rodgers et al., 2005). Hence, this study is going to propose online satisfaction might have a positive effect on online loyalty. 2.4.1 Online game satisfaction as a mediator Online game satisfaction will be the mediator between the online game loyalty and its determinants which are service quality, transaction cost, technology acceptance factor, and experience value. As proposed by Yang et al., 2009, service quality, transaction cost, and experience value will influence on online game satisfaction. However, this study is going to propose another antecedent which is technology acceptance factors which based on the studies of Lin and Sun, 2009; Hsu and Lu, 2003. In this model, online game satisfaction is a function of the four antecedents operating in a situation and helps to explain the influence of the antecedents on online game loyalty. As prior mentioned that online satisfaction has an impact on online loyalty, but, there are some factors might influence online satisfaction before it comes to online loyalty. To achieve the online satisfaction, the online game service providers have to meet the expectation of the consumer in some of the aspects as the four antecedents. Yang et al., 2009 stated that rare research examines the moderating effects of customer satisfaction in an integrated loyalty model and less formally tests that online game satisfaction in the online game service environment. Therefore, in this study, it proposes online game satisfaction as the mediator between the four antecedents and online game loyalty. The below table is to shows that the selected empirical research on determinants of customer satisfaction and loyalty (online). Table 2.2: Selected empirical research on determinants of customer satisfaction and loyalty (online) Independent Variables Key References Context Service Quality (SERVQUAL) Yang et al., (2009) Lin and Sun (2009) Lee and Lin (2005) Santos (2003) Online Game Service Online Shopping Online Shopping e-Service Quality Technology Acceptance Factors Lin and Sun (2009) Hsu and Lu (2003) Online Shopping Online Game Transaction Cost Yang et al., (2009) Liang and Huang (1998) Online Game Service Electronic M

Thoughts on a Possible Rational Reconstruction of the Method of Essay

Thoughts on a Possible Rational Reconstruction of the Method of "Rational Reconstruction" ABSTRACT: Rational reconstructions standardly operate so as to transform a given problematic philosophical scientific account-particularly of a terminological, methodological or theoretical entity-into a similar, but more precise, consistent interpretation. This method occupies a central position in the practice of analytic philosophy. Nevertheless, we encounter-even if only in a very few specific publications-a vague image of it. This is due on the one hand to the problem of the intentions of application, i.e., of the normativity of rational reconstruction (descriptive/prescriptive-ambivalence). It is also due on the other hand to the problem of the significance of the method in the field of history of philosophy (systematic/historical-dichotomy). The varied usage within analytic philosophy, as well as the increasingly inflationary and interfering usage outside, contribute to make rational reconstruction somehow appear a Proteus in contemporary philosophical methodology. This paper attempts to administer first aid and to close a bit of the theoretical gap and thus to reach a more exact image for the interests of analytic philosophy. Self-application of the method appears to be the right remedy. A graduating rational reconstruction of a standard concept of rational reconstruction will be suggested, differentiating the concept of rational reconstruction according to normativity, and explicating the method of rational reconstruction into two such variants. Introduction The method of rational reconstruction occupies a central position in the practice of Analytical Philosophy. Andreas Kamlah once has dealt with it in an article under ... ...85), pp.71-82 Poser, Hans [1971]: Philosophiegeschichte und rationale Rekonstruktion. Wert und Grenze einer Methode. In: Studia Leibnitiana 3 (1971), pp. 67-76 ________ [1980]: "Rekonstruktion, rationale." In: Speck, Josef (ed.): Handbuch wissenschaftstheoretischer Begriffe. Band. 3, Gttingen 1980, pp. 555-556 Stegmller, Wolfgang [1967]: Gedanken ber eine mgliche rationale Rekonstruktion von Kants Metaphysik der Erfahrung. Teil I. Kants Rtsel der Erfahrungserkenntnis. In: Ratio 9 (1967), pp. 1-30 ________ [1973]: Probleme und Resultate der Wissenschaftstheorie und Analytischen Philosophie. Band IV. Personelle und Statistische Wahrscheinlichkeit. Studienausgabe Teil A, Berlin 1973 ________ [1985]: Probleme und Resultate der Wissenschaftstheorie und Analytischen Philosophie. Band II. Theorie und Erfahrung. Studienausgabe Teil E, 2nd ed., Berlin 1985.

Women’s Rights After 1945

Explain how and why women’s rights have changed since 1945 Women’s rights today can be agreed to be as equal as men, but it wasn’t like this since 1945. Many rights changed in terms of work with the equal pay issue and legislation. This was because of several reasons including women not wanting to return to their traditional roles and the beginning of the Women’s Liberation Movement. One of the most major changes to women’s rights was wage discrimination in favour of men.This denied women the opportunity to be financially independent of men and failed to consider female breadwinners. In 1949-50 two women organisations put cases to the Basic Wage Inquiry in support of equal pay which resulted in an increase in female wages to 75% of the male rate. The Industrial Arbitration Amendment Act 1959 (NSW) granted equal pay to women doing similar or the same work as men, but not to women whose work was ‘essentially or usually performed by women. â€⠄¢ Finally in 1974, the commission awarded a minimum adult wage so that the minimum wage for both sexes was equal.After WWII, not all women were ready to leave the workforce and go back to being housewives. They didn’t want to revert back to old roles and responsibilities after taking over during the war while the men were away. This was simply not just because of the money but the independence and self-determination they experienced when working. Women wanted to become more involved in the public sphere of life beyond the home. By the late 1980s, many households needed two incomes to meet the demands of our consumer society which created more support for women’s paid work.After 1945 many feminist began to promote their beliefs that changed laws and legislations that prevented them from their rights. A legislation that greatly affected the lives of women was the Anti-Discrimination Act 1977 (NSW). The Anti-Discrimination Act made it illegal to discriminate on sex and m arital status, for example. The Act also created the Anti-Discrimination Board to investigate and resolve complaints. In 1979, the government approved the international Convention in the Elimination of All Forms of Discrimination against Women (CEDAW).Also, during 1979-80, the Australian Council of Trade Unions (ACTU) succeeded in gaining 12 months unpaid maternity leave for women employed. The Women’s Liberation Movement aimed to overturn concepts of female inferiority and male dominance and to make society see women as independent beings. Women promoted their liberation through protests, conferences, consciousness raising, political pressure or lobbying and books. The Women’s Electoral Lobby was one of the most effective groups in the promotion of women’s rights through lobbying governments and political parties to adopt policies.Australia was slowly beginning to introduce changes that supported women’s rights and freedoms through improved educational o pportunities, establishments of childcare facilities, rape crisis centres and more. Throughout the past, women have always struggled to gain recognition for their rights. After 1945 women began to question their traditional roles and their relationships with men. As a result many rights as well as stereotypes changed as women finally stood up for their beliefs.

The physical property Essays

The physical property Essays The physical property Essay The physical property Essay In conclusion it was found that the stiffness of the specific sample of steel used was. Stiffness is the physical property of being hard to bend. It was assumed that the blade was made up of steel. According to engineeringtoolbox.com/young-modulus-d_773.html the psi value for the different types of steel at 21 ranges from 27-30. Assuming that the room temperature was approximately 21, and the type of steel was nickel steel, it can be said that the 28% difference between the actual and calculated values in this experiment is acceptable, since it was not known what specific compound of steel the hacksaw blade was made up of, or what the exact temperature of the room was. As seen on the graph, the stiffness was found when T^2 was graphed against X^3, and the slope was taken and then substituted into the equation. The second point on the graph was labeled as a random error, and the slope of the line did not take into consideration that point. The random error occurred most likely because of human error, more specifically, not being able to count exactly 5 oscillations. It is likely that 4 oscillations were counted and therefore there was a decrease in time when compared with other values. There were quite a few limitations in the procedure. First of all, it is nearly impossible to count exactly five oscillations. There is always a human error, because it is impossible to tell where exactly the oscillation starts, and where exactly it ends. Along with that, the human factor also affects the data, because it is impossible to start a timer at exactly where the oscillation starts, and at exactly where it ends. But it could be said that the delayed reaction time in the beginning and in the end cancel each other out. Another limitation was the fact that only the mass of the magnet was taken into account. Ideally, both the mass of the magnet, and the mass of the hacksaw blade sticking out from the clamp would be taken into account. The biggest limitation of all was not knowing what exact material the hacksaw blade was made up of. This in turn made it difficult to compare the experimental value to an actual value. Another limitation was not knowing the temperature of the room, because as temperature increases the stiffness of the steel decreases. There a number of ways these weaknesses can be addressed. First of all in order to be able to count an exact number of oscillations, a high quality video camera can be utilized. By slowing down the video it can be found with reference to the recording time, when one oscillation started and where it ended. In order to take into account the mass of part of the hacksaw blade; the whole blade would have to be weighed first and its length measured. A ratio can then be used according to how long the distance is from the clamp to the end of the blade, and then a mass can be of the specific part of the hacksaw blade. This is of course assuming that the mass of the hacksaw blade is spread out evenly. Next time, a specific compound of steel should be used; this in turn would allow the calculated values to be compared to the actual values. The temperature should also be recorded during the beginning and the end of the experiment, because that has to be taken into account when comparing to actual values. Young Modulus of Elasticity for Metals and Alloys. Engineering ToolBox. 08 Mar. 2009; www.engineeringtoolbox.com.

Architectural Design Final Exam Essays - Airport, Airport Check-in

Architectural Design Final Exam Essays - Airport, Airport Check-in Architectural Design Final Exam Billy Bishop Airport Expansion TDA 4M0 Mr. Ganhao Manroop Bhogal Table of Contents Proposal Space Relationship Bubbles 4 Concept Sketches Required Areas Case Studies Presentation Draw ing s Architectural Design Exam Proposal The Billy Bishop Toronto City Airport , commonly known as the Toronto Island Airport, is a small airport located on the Toronto Islands in Toronto, Ontario, Canada. It is named after the Air Marshal Billy Bishop, a Canadian World War I flying ace. The airport is used by civil aviation, air ambulances, and regional a irlines using turboprop planes. After the proposed expansion in 2013, another proposal is approaching in 2016. The inspiration for the new airport will be influenced by an archit ectural style known as M odern architecture . Common themes of modern archi tecture include: form follows function, meaning that the result of design should derive directly from its purpose, simplicity and clarity of forms and elimination of "unnecessary detail", materials at 90 degrees to each other, visual expression of structure (as opposed to the hiding of structural elements), the related concept of "truth to materials" meaning that the true natur e or natural appearance of a material ought to be seen rather than concealed or altered to represent something else, use of industrially produced materials' adoption of the machine aesthetic, and visual emphasis on horizontal and vertical lines. Following through with the influence of modern architecture, the airport shape, as well as its interior, will be reduced to the upmost important elements and principles of design; shape, line, with simplicity in order to display the architectural style we have chosen. The reduction of complicated and unnecessary details and/or walls allows the passengers and staff in the airport to easily maneuver through the airport and quickly arrive at their destination without any confusion. This also allows the stores and/or sections of the airport to be easily built next to each other as it is much easier to build two identical shapes next to each other, such as rectangles and squares, rather than a store with one angled wall against a store with multiple angled walls. This idea of using simple shapes to create a well-designed and efficient airport also allows the airport to waste as little space as possible, and that every space is used as there are no odd angled corners or spaces that cannot be filled with something. Keeping in mind the architectural influence, there are many considerations that had to be made during the design process; types of planes, typical clientele, efficiency of the airport, placement of staff areas and passenger areas. In order to accommodate as many planes as possible, we have placed the gates in such a way that even the biggest planes that arrive/depart the airport can easily gain access to and from the gates, having enough space to turn around onto the runway without any issues. We are not expecting to have any typical clientele, rather, we have accommodated for every type of clientele. We have a separate check in queue for first class, allowing faster movement for every queue, a separat e baggage claim for those who have travelled internationally, as well as another first class line at the pre board screening. We want the airport to be efficient as possible and in doing so, allowing any passenger to get to their destination even faster. Finally, we have also placed the staff and passenger areas in such a way that the passenger areas revolve around the staff. This allows the staff areas and offices to be centralized in the middle of the airport, and can easily access any section of the airport if any problems occur without having to run a long way. This is also great for passengers as they can gain access to help whenever they please as there are always staffs ready to assist the passengers, and passengers will no longer have to run to another side of the building for any assistance. This proposal will not only make an efficient airport for the passengers, but will also allow a better work experience for the staff. Main Entrance Case Study Eyes of the Passenger There are a total of 6 doors leading into

Should organisations always try to hire employees with high levels of Essay

Should organisations always try to hire employees with high levels of Agreeableness - Essay Example In a real work environment, employees have unique character traits that in one way of the other influence teamwork, cooperation, innovation and problem solving abilities that affect their adaptation to the work environment. Management of organizational behaviour has identified five giant characters that including openness, conscientiousness, extraversion, Agreeableness and Neuroticism (OCEAN), all which contribute to the development of the organization. However, they have recognized that all these characters have their dark and light side to the organization. Agreeableness, just like any other organizational behaviour, has its positive and negative sides to the firm. All in all, organizations should strive to obtain employees with the highest level of agreeableness. Agreeableness is a trait that has generated mixed reactions among many organizational behaviour analysts with some expressing a high regard for it and other pin pointing the weaknesses of this trait. Slocum and Hellriegel l defined agreeableness as the virtue of an employee to be warm, tactful, cooperative, tolerable and humble and portraying minimal coldness and rudeness1. In the general, these traits are advantageous to an organization although at times they are accompanied by elements that may be consequential to organizations. 1D., Hellriegel, and W. Slocum, Organizational Behaviour. Mason, OH, South-Western Cengage Learning. 2009. P. 45 The advocates of this trait argue that agreeableness is the source of harmony, peace, excellent team work, accommodating leadership and loyalty in a business system. On the other hand, critics have criticized this trait on the ground that employees with these traits show weakness in exercising confidence, criticizing wrong organization behaviour and conflict resolution in times that demand critical decision making. Teamwork is one of the valuable elements of an organization that binds employees to the collective goals and objectives of an organization that define its end task. Team work ensures that employees remain cohesive and cooperative during the project implementation process to execute all the designated roles. An agreeable person is friendly, sociable and warm while associating with their colleagues in the organization2. Consequently, an agreeable person will find it easy to get along with the other employees and will form part of a concrete team that will ensure a smooth progress of the business operations, hence the success of the organization. For instance, an agreeable person will avoid conflicts that arise during the period of work preferring peaceful situations rather than aggravating the conflicting. Conflicts are sources of tensions in the workplace, which slows the progress of the work and misaligns the employees from the organizational goals. From this point of view, the ability of management to select agreeable employees will form part of the role of team building. In leadership, agreeable people create a conducive work e nvironment that motivates employees to remain active and focussed in their duties in the organization. Competent leaders have a role to maintain a peaceful working environment by engaging employees in a constructive exchange of ideas. 2A., Neal, G., Yeo, A. Koy, T. and Xiao. Predicting the Form and Direction of Work Role Performance from the Big 5 Model of Personality Traits. Journal or Organizational Behaviour, vol. 33 , 2012. Pp. 175-192 Agreeable persons will encourage employees to contribute and raise their concerns more

Leadership Style Term Paper Example | Topics and Well Written Essays - 1000 words

Leadership Style - Term Paper Example He is an American-born hip hop star who established his own music production company in 1993 in New York City. Sean Combs is known for growing and mentoring artists such as Mary J. Blige and more in his company, Bad Boy Entertainment (Clifford, 2014). In this case, Sean Combs is portrayed as a charismatic leader because he inspires artists and motivates them to progress in their singing careers. At Howard University, Combs reveals his love for business practices when he holds entertainment activities in order to get monetary returns. His company, Bad Boy Entertainment, made billions of money in the late 1990’s as he sold his music recordings across the world. He portrays entrepreneurial success due to traits such as courage, intelligence and persuasiveness. Sean ‘Diddy’ Combs was raised in a middle class family in Harlem, New York. He shows his determination to achieve global change by educating the youth. In his messages, he states that the youth should be given opportunities to pursue their dreams so that they can become the CEOs in the future (Clifford, 2014). According to Neider, (2002), the great man theory states that great leaders are born, but, not made. These theories can be used to analyze Sean ‘Diddy’ Combs since he seems to have possessed some leadership qualities from birth. The theories portray leaders as heroic and with strong personalities. Today, Sean ‘Diddy’ Combs is a successful leader particularly, in his multi- billion company, Bad Boys Entertainment (Clifford, 2014). Although, he comes from a poor background, he seems to have been destined to rise in leadership even before he was born because he has established wide range of businesses and initiatives that have registered great success. He has established businesses, which deal with music recording, publishing, as well as, film and television production. He seems to be more of a charismatic leader because he is gifted and intelligent both in