網際網路人際互動的主要模式就是以電腦為媒介之多媒體互動模式。線上遊戲具有網際網路的多媒體性、匿名性、互動性、及時性以及無疆界性等特性，是現今最熱門、有高度娛樂性與互動性的網路應用模式。2002 年著名學者Zeithaml, Parasuraman and Malhotra（2002）從許多實證研究中發現，顧客的網路行為（Web behaviors）與顧客的人口統計資料和心理分析是相關的，並且指出在目前眾多的電子商務服務品質研究中，很少研究探討顧客的特殊屬性對於電子商務服務品質與其對於網路行為媒介的影響。因此，本研究針對線上遊戲玩家進行研究，探討在線上遊戲人格特質、服務品質與滿意度之關係。本研究之研究結果顯示，對線上遊戲玩家而言，「神經質」、「開放性」、「外向性」、「親和性」、「嚴謹性」這五大人格特質的差異確實是會影響線上遊戲服務品質的認知感受，而「神經質」、「開放性」、「外向性」、「嚴謹性」的差異會影響滿意度的評估，並且服務品質會正向影響滿意度。最後，本研究之研究結果可供線上遊戲廠商作為改善依據，以及未來研究之參考。

Internet interaction is a mainly multi-media interactive mode through computer-mediated. On-line games have the multimedia, anonymity, interaction, timeliness and non-boundary properties of Internet. They are also the most popular, highly entertaining,and highly interactive in internet applications.Zeithaml, Parasuraman and Malhotra (2002) suggested that the customers’ web behavior is related to demographic variables and psycho-analysis, and also point out there is few research studying the effects customers’ traits have on service quality of electronic commerce
and the effects on media of web behavior. Based above, the purpose this study is to analyze the relation between personality, service quality and satisfaction.The results
showedthat “Neuroticism”, “Openness”, “Extroversion”, “Agreeableness”,
“Conscientiousness” in five big personalities would influence service quality. “Neuroticism”,“Openness”, “Extroversion”, “Conscientiousness” would influence satisfaction. Furthermore,service quality would positively influence satisfaction. Finally, the findings of this
study can supply important information for improvement and a basis for future research for on-line games industry.