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題名 動機與偏好對手機遊戲消費行為之影響
The Influence of Motivation and Preferences on Mobile Games Purchasing Behavior
作者 裘富凱
貢獻者 陳建維
Chen, Chien Wei
裘富凱
關鍵詞 手機遊戲
遊玩動機
遊戲特質偏好
知覺娛樂性
上癮度
mobile games
motivation
game characteristics
perceived playfulness
addiction
日期 2016
上傳時間 11-Jul-2016 16:48:17 (UTC+8)
摘要 近年手機遊戲產業發展迅速，不論是在全球或是台灣皆呈現高潛力的發展趨勢，手機遊戲有望在不久的將來成為遊戲界營收佔比最高的類別。相應著這樣的潮流，對手機遊戲的相關研究也跟著大量出現，研究題材如遊戲內容品質、平台營造以及營利模式等等，均為手機遊戲的開發有諸多貢獻。但是，儘管手機遊戲的研究正在興起，其走向仍以遊戲本質為主，鮮少有針對手遊玩家使用心態的研究，更遑論探討其與消費行為之間的關聯。
為了解決這樣的理論空缺，本研究欲以玩家的遊玩動機與遊戲特質偏好，結合科技接受模式中的知覺娛樂性，探討其對手機遊戲消費行為之間的關係。本研究將遊玩動機區分成「成就型動機」、「社交型動機」以及「沉浸型動機」；遊戲特質偏好則以「奇幻性偏好」、「合理性偏好」、「神祕性偏好」和「控制性偏好」四大構面分析。至於玩家的消費行為，本研究將其分為「付費意願」、「付費金額」和「上癮度」。
本研究以發放網路問卷的方式進行，總共獲得有效問卷共1043份。經過統計迴歸分析後發現，三種遊玩動機均對付費意願有顯著正向影響，而遊戲特質偏好雖然同樣對付費意願與顯著關係，但在付費金額方面則呈現不相關，唯有「奇幻性偏好」高的玩家有高消費的傾向。「奇幻性偏好」、「合理性偏好」以及「神秘性偏好」都對遊戲的上癮度有顯著影響。其他顯著影響的因素將待於研究中一一解釋。
The mobile game industry has been developing rapidly in recent years. Its high growing potential can be observed both in global and Taiwan markets. Some marketing studies even claim that mobile games would become the most profitable genre among the gaming market in the near future. The amount of research related to mobile games marketing increases in a fast pace, only reflecting this booming trend However, most of the studies by far merely focus on the content of games. Little academic research has been conducted on the players’ attitude toward games. Therefore, this study aims to bridge the gap between mobile gamers’ psychological status and their purchasing behaviors, offering a possible explanation for the reasons behind their purchases.
This study used players’ motivation and preference on game characteristics as the independent variables, in which players’ motivation was classified into “achievement,” “social,” and “immersion,” while preference on game characteristics was divided into four categories: “fantasy,” “rationality,” “mystery,” and “control.” As for gamers’ behavior, it was analyzed in terms of three dimensions: “purchasing intention,” “spending,” and “addiction.”
After the regression analysis, the results show that all of the above-mentioned motivation constructs exhibit significant association with purchasing intention. Players with high preference on fantasy theme have greater tendency to spend more on mobile games. Furthermore, preferences on fantasy, rationality, and mystery, have positive relationships with game addiction.
參考文獻 <中文文獻>
丁鴻裕. (2012). 全球手機遊戲市場發展現況與趨勢.
巴哈姆特電玩資訊站. (2015). iOS平台-已上市手機遊戲分類. 檢自 http://acg.gamer.com.tw/index.php?t=1&p=iOS
王智弘. (2008). 網路成癮的成因分析與輔導策略. 輔導季刊, 44(1), 1-12.
朱峻宏. (2005). 不同思考風格者對電腦遊戲特質偏好之研究. 中央大學網路學習科技研究所學位論文, 1-94.
何承龍, & 孫春在. (2004). 網路中介模擬遊戲的增命計畫–利用精靈有限度地個人化分配酬賞.
李易鴻. (2015). 2015台灣數位遊戲市場大調查-春季版.
李奕宣. (2013). 手機遊戲 App 持續使用意圖之研究. 台灣大學.
周太饒, & 唐瓔璋. (2013). 以沉浸理論探討智慧型手機遊戲使用者之 群集分析. 國立交通大學.
周書賢. (2016). 遊戲付費史 免費的陷阱.
林子凱. (2002). 線上遊戲『天堂』之使用者參與動機與滿意度研究. 國立成功大學企業管理研究所碩士論文.
林娟娟, & 蘇政泓. (2007). 以社群觀點研究線上遊戲使用者參與動機: 電子商務研究.
林慧玲. (2012). 體驗行銷與產品特性對手機遊戲購買行為之影響研究. 輔仁大學.
邱筠惠. (2008). 不同付費方式下線上遊戲消費者行為之研究. 國立交通大學.
胡昭民, 吳燦銘, & 電腦科學. (2012). 遊戲設計概論: 博碩文化.
范惠宜. (2016). 2016台灣遊戲產業發展趨勢及商機.
陳祈年, & 李峻德. (2005). 動機, 可玩性與社交性對於多人線上角色扮演遊戲玩家沉浸經驗之影響. 國立交通大學.
黃昆山. (2012). 以沉浸理論探討臉書遊戲商品購買意願. 國立中央大學.
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廖正雄. (2012). 電子遊戲的遊戲性分類研究─ 以 APP STORE 遊戲為例. 國立中央大學管理學院高階主管企管碩士班碩士論文.
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描述 碩士
國立政治大學
國際經營與貿易學系
103351004
資料來源 http://thesis.lib.nccu.edu.tw/record/#G0103351004
資料類型 thesis
dc.contributor.advisor 陳建維zh_TW
dc.contributor.advisor Chen, Chien Weien_US
dc.contributor.author (Authors) 裘富凱zh_TW
dc.creator (作者) 裘富凱zh_TW
dc.date (日期) 2016en_US
dc.date.accessioned 11-Jul-2016 16:48:17 (UTC+8)-
dc.date.available 11-Jul-2016 16:48:17 (UTC+8)-
dc.date.issued (上傳時間) 11-Jul-2016 16:48:17 (UTC+8)-
dc.identifier (Other Identifiers) G0103351004en_US
dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/98830-
dc.description (描述) 碩士zh_TW
dc.description (描述) 國立政治大學zh_TW
dc.description (描述) 國際經營與貿易學系zh_TW
dc.description (描述) 103351004zh_TW
dc.description.abstract (摘要) 近年手機遊戲產業發展迅速，不論是在全球或是台灣皆呈現高潛力的發展趨勢，手機遊戲有望在不久的將來成為遊戲界營收佔比最高的類別。相應著這樣的潮流，對手機遊戲的相關研究也跟著大量出現，研究題材如遊戲內容品質、平台營造以及營利模式等等，均為手機遊戲的開發有諸多貢獻。但是，儘管手機遊戲的研究正在興起，其走向仍以遊戲本質為主，鮮少有針對手遊玩家使用心態的研究，更遑論探討其與消費行為之間的關聯。
為了解決這樣的理論空缺，本研究欲以玩家的遊玩動機與遊戲特質偏好，結合科技接受模式中的知覺娛樂性，探討其對手機遊戲消費行為之間的關係。本研究將遊玩動機區分成「成就型動機」、「社交型動機」以及「沉浸型動機」；遊戲特質偏好則以「奇幻性偏好」、「合理性偏好」、「神祕性偏好」和「控制性偏好」四大構面分析。至於玩家的消費行為，本研究將其分為「付費意願」、「付費金額」和「上癮度」。
本研究以發放網路問卷的方式進行，總共獲得有效問卷共1043份。經過統計迴歸分析後發現，三種遊玩動機均對付費意願有顯著正向影響，而遊戲特質偏好雖然同樣對付費意願與顯著關係，但在付費金額方面則呈現不相關，唯有「奇幻性偏好」高的玩家有高消費的傾向。「奇幻性偏好」、「合理性偏好」以及「神秘性偏好」都對遊戲的上癮度有顯著影響。其他顯著影響的因素將待於研究中一一解釋。		zh_TW
dc.description.abstract (摘要) The mobile game industry has been developing rapidly in recent years. Its high growing potential can be observed both in global and Taiwan markets. Some marketing studies even claim that mobile games would become the most profitable genre among the gaming market in the near future. The amount of research related to mobile games marketing increases in a fast pace, only reflecting this booming trend However, most of the studies by far merely focus on the content of games. Little academic research has been conducted on the players’ attitude toward games. Therefore, this study aims to bridge the gap between mobile gamers’ psychological status and their purchasing behaviors, offering a possible explanation for the reasons behind their purchases.
This study used players’ motivation and preference on game characteristics as the independent variables, in which players’ motivation was classified into “achievement,” “social,” and “immersion,” while preference on game characteristics was divided into four categories: “fantasy,” “rationality,” “mystery,” and “control.” As for gamers’ behavior, it was analyzed in terms of three dimensions: “purchasing intention,” “spending,” and “addiction.”
After the regression analysis, the results show that all of the above-mentioned motivation constructs exhibit significant association with purchasing intention. Players with high preference on fantasy theme have greater tendency to spend more on mobile games. Furthermore, preferences on fantasy, rationality, and mystery, have positive relationships with game addiction.		en_US
dc.description.tableofcontents 摘要 I
Abstract II
目錄 III
表目錄 V
圖目錄 VII
第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 2
第二章 文獻探討 3
第一節 手機遊戲 3
第二節 消費者遊玩動機 9
第三節 科技接受模式 12
第四節 遊戲購買或下載意願 13
第五節 遊戲上癮度 15
第三章 研究方法 17
第一節 研究架構 17
第二節 研究假說 18
第三節 變數定義與問卷設計 22
第四節 資料蒐集 30
第五節 資料處理與分析方法 31
第四章 資料分析 34
第一節 敘述性統計分析 34
第二節 因素分析 37
第三節 信度分析 51
第四節 迴歸分析 59
第五章 研究結果與結論 70
第一節 研究結果 70
第二節 管理意涵 74
第三節 研究限制與建議 75
參考文獻 76
附錄：問卷 82		zh_TW
dc.format.extent 1427916 bytes-
dc.format.mimetype application/pdf-
dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0103351004en_US
dc.subject (關鍵詞) 手機遊戲zh_TW
dc.subject (關鍵詞) 遊玩動機zh_TW
dc.subject (關鍵詞) 遊戲特質偏好zh_TW
dc.subject (關鍵詞) 知覺娛樂性zh_TW
dc.subject (關鍵詞) 上癮度zh_TW
dc.subject (關鍵詞) mobile gamesen_US
dc.subject (關鍵詞) motivationen_US
dc.subject (關鍵詞) game characteristicsen_US
dc.subject (關鍵詞) perceived playfulnessen_US
dc.subject (關鍵詞) addictionen_US
dc.title (題名) 動機與偏好對手機遊戲消費行為之影響zh_TW
dc.title (題名) The Influence of Motivation and Preferences on Mobile Games Purchasing Behavioren_US
dc.type (資料類型) thesisen_US
dc.relation.reference (參考文獻) <中文文獻>
丁鴻裕. (2012). 全球手機遊戲市場發展現況與趨勢.
巴哈姆特電玩資訊站. (2015). iOS平台-已上市手機遊戲分類. 檢自 http://acg.gamer.com.tw/index.php?t=1&p=iOS
王智弘. (2008). 網路成癮的成因分析與輔導策略. 輔導季刊, 44(1), 1-12.
朱峻宏. (2005). 不同思考風格者對電腦遊戲特質偏好之研究. 中央大學網路學習科技研究所學位論文, 1-94.
何承龍, & 孫春在. (2004). 網路中介模擬遊戲的增命計畫–利用精靈有限度地個人化分配酬賞.
李易鴻. (2015). 2015台灣數位遊戲市場大調查-春季版.
李奕宣. (2013). 手機遊戲 App 持續使用意圖之研究. 台灣大學.
周太饒, & 唐瓔璋. (2013). 以沉浸理論探討智慧型手機遊戲使用者之 群集分析. 國立交通大學.
周書賢. (2016). 遊戲付費史 免費的陷阱.
林子凱. (2002). 線上遊戲『天堂』之使用者參與動機與滿意度研究. 國立成功大學企業管理研究所碩士論文.
林娟娟, & 蘇政泓. (2007). 以社群觀點研究線上遊戲使用者參與動機: 電子商務研究.
林慧玲. (2012). 體驗行銷與產品特性對手機遊戲購買行為之影響研究. 輔仁大學.
邱筠惠. (2008). 不同付費方式下線上遊戲消費者行為之研究. 國立交通大學.
胡昭民, 吳燦銘, & 電腦科學. (2012). 遊戲設計概論: 博碩文化.
范惠宜. (2016). 2016台灣遊戲產業發展趨勢及商機.
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