電腦科技的進步帶動了網路社群的流行，進而建立起遊戲業者與消費者，以及消費者與消費者之間，面對面的訊息溝通管道。在眾多行銷策略下，近期引發玩家熱烈討論的話題，是由玩家利用遊戲當中之角色，自行編劇所製作成的「機造影片」。商家認為機造影片能增加消費者對遊戲的忠誠度，進而加入會員與重複消費，這種以機造影片為宣傳的新行銷手法，是否與消費者忠誠度相關，成為本研究之重點。研究採用量化網路問卷調查，運用Zaichkowsky(1985)的涉入理論與個人量表要項為施測重點。調查分析結果顯示:對臺灣的玩家而言，《魔獸世界》的消費者對機造影片的涉入程度與顧客忠誠度，具顯著影響。

Progress in computer technology has driven the popularity ofnetwork communities, creating face-to-face channels for communicationbetween game producers and consumers, and between gamers themselves.A recent popular topic of discussion among players is player use of ingame roles to write the “machinima” produced. Marketers claim thatmachinima can increase consumer loyalty to a game, making themmembers and repeat consumers. The actual relationship between this newmarketing method focuses on machinima, and consumer loyalty was thefocus of this study. This study adopted a quantified network survey basedon Zaichkowsky (1985)’s theory of involvement. The results of analysisshowed that machinima involvement significantly influenced consumerloyalty in Taiwan.