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題名 以決策樹資料探勘法分析連線遊戲玩家持續使用動機:個人內在因素與外在參考團體因素對於「課金」行為的影響
Applying a decision tree data mining method to analyze online games players‘ behavior by considering the impact of individual internal perceptions and external reference groups on paying behavior作者 曾德芩
Tseng, Te-Chin貢獻者 許志堅
曾德芩
Tseng, Te-Chin關鍵詞 資料探勘
遊戲成癮
課金
策略體驗模組
Data Mining
Video Gaming Addiction
Pay-to-win
SEM日期 2022 上傳時間 1-Mar-2022 18:27:36 (UTC+8) 摘要 連線遊戲(online game)是典型的網際網路相關產業，全球遊戲產業規模已破千億美元，成為最大的娛樂產業之一，其創造的產值顯示了它的重要性。在2020年，全世界面對COVID-19的肆虐下，不論在生命安全、醫療體系、政治、社會與經濟等面向都受到巨大的衝擊。這場本世紀前所未見的急速病毒傳播，演變至今成為全球最大地隔離行動。隨著COVID-19疫情發展，世界各國政府和企業紛紛要求人們保持社交距離，大家待在家的時間也隨之變長，「宅經濟｣的興起，間接帶動遊戲產業的發展，簡單地說，人們在隔離期間花更多的時間在電子遊戲上。根據Newzoo 在《2021年全球遊戲市場報告》中更提到，2021年全球遊戲市場將獲得1758億美元收入。移動遊戲市場的收入將增長4.4%至907億美元，占全球遊戲市場總收入的一半以上。遊戲內的消費行為（購買遊戲追加資源比如道具、角色）通常被大眾稱為課金。課金行為所購買的產品屬於虛擬商品，連線遊戲玩家的「課金」行為要有更強烈的動機才能誘發；而這些動機必須強大到足以驅使、甚至強制玩家願意持續加入連線遊戲，或是能夠消耗玩家的自制力，進而願意在遊戲中不斷產生消費(課金)行為。本研究為探討課金行為之動機，透過資料探勘分析連線遊戲玩家課金的影響因素，可以更深入的去了解遊戲玩家使用連線遊戲的課金考慮因素。從內在與外在兩個不同的角度去分析，可使得線上遊戲業者在設計遊戲時針對不同面向的群體去做遊戲設計。透過本研究的研究分析，瞭解玩家重視的不同體驗偏好，讓客戶覺得自己的喜好被重視時，即能贏取最大的顧客滿意度，也能提升其手遊成長性。
Online game is a typical Internet-related industry. The scale of the global game industry has exceeded 100 billion US dollars and has become one of the largest entertainment industries. In recent years. Faced with the ravages of COVID-19 around the world, life safety, medical systems, politics, society and economy have all been severely affected. The unprecedented rapid spread of the plague has turned into the largest quarantine operation in the world. Social distancing and lockdown measures implemented in response to the COVID-19 pandemic have driven people to stay home more. The rise of the "stay-at-home economy" has indirectly spurred the growth of the video game industry. In other words, people are spending more time on games during quarantine. Newzoo’s 2021 Global Games Market Report mentioned that of the US$175.8 billion in revenue received worldwide by the games market in 2021, the mobile game market grew 4.4% to $90.7 billion, accounting for more than half the total revenue.A significant portion comes from in-app purchases, where virtual goods in games are bought using real-world money. There are several factors encouraging this “pay-to-win” behavior that compels gamers to persist in playing online games, or erodes their self-control, causing them to make repeated in-app purchases. This study explores these motivating factors by analyzing the underlying influences of through data mining, and aims to further understand the gamers’ preferences and decision-making processes. Analysis from both internal and external perspectives can enable online game companies to design games to suit different gamer categories. In so doing, this aims to let gamers feel their preferences are respected, improving their satisfaction rate as paying customers, and ultimately contributing to further growth of mobile game products.參考文獻 1. 《2016 台灣數位遊戲產業年鑑》經濟部工業局2. 鄭天澤、楊亨利、陳麗霞、胡正文、林淑靜，2017，2017年臺灣無線網路使用調查報告書，財團法人臺灣網路資訊中心，2017年11月，頁14-17。3. 陳秀娟（2008）。國小中高年級學童情緒智力對同儕關係之影響。靜宜大學青少年兒童福利研究所，台中。4. 《2020 年 Q1 全球行動遊戲報告》APP Annine5. 《2021年全球遊戲市場報告》Newzoo6. 《2020韓國遊戲白皮書》韓國文化信息機構7. 《2016大韓民國遊戲白皮書》南韓文化體育觀光部和南韓內容振興院8. 《2017美國遊戲行業年中報告》美國娛樂軟體協會9. 《2020 年中國遊戲產業報告》中國遊戲產業研究院10. Alha, Koskinen, Paavilainen, Hamari , & Kinnunen. (2014). Free-to-Play Games： Professionals’ Perspectives.11. Hamari, J., & Lehdonvirta, V. (2010). Game Design as Marketing： How Game Mechanics Create Demand for Virtual Goods. International Journal of Business Science & Applied Management, Vol. 5, No. 1, pp. 14-29.12. William, H. M., Kathleen , V. D., & Akshay , R. R. (2012). Reducing Self-Control Depletion Effects through Enhanced Sensitivity to Implementation： Evidence from FMRI and Behavioral Studies. Journal of Consumer Psychology, 22(4).13. Kotler, P., & Armstrong, G. (1997). Marketing： an Introduction. Upper Saddle River..14. Kotler, P., Ang, S. H. Leong, S. M. and Tan, C. T. (1999). Marketing management ： An asian perspective (2nd ed.). Prentice Hall.15. Engel, J. R., Blackwell, R. D., & Miniard, P. W. (2001). Consumer behavior. Orlando Florida： Harcourt Inc.16. Deci, E. L., & Ryan, R. M. (1985). Intrinsic motivation and self-determination in human behavior. New York, NY： Plenum Press.17. John C. Mowen and Stephen W. Brown (1981) ,"On Explaining and Predicting the Effectiveness of Celebrity Endorsers", in NA - Advances in Consumer Research Volume 08, eds. Kent B. Monroe, Ann Abor, MI ： Association for Consumer Research, Pages： 437-441.18. van Rooij, A., Schoenmakers, T., van de Eijnden, R. and van de Mheen, D., (2010). Compulsive Internet Use: The Role of Online Gaming and Other Internet Applications. Journal of Adolescent Health, 47(1), pp.51-57.19. Schmitt, B. (1999). Experiential marketing. Journal of marketing management, 15(1-3), 53-67.20. Webster,J.,Trevino,K.L.,&Ryan,L.（1993）.The dimensionality and correlates of flow in human-computer interactions. Computers in Human,Behavior,9(4),411-426.21. Csikszentmihalyi, M., 2000. Beyond boredom and anxiety. San Francisco: Jossey-Bass Publishers.22. Goldberg I. (1995). IAD, in Cinti M. E.(a cura di) Internet Addiction Disorder un fenomeno sociale in espansione (pp.6-7).23. Hovland, Carll., Irving K. Janis, and Harold H., Kelley (1953), Communication and Per- suasion, New Haven, CT： Yale University Press.24. Kandell, & Jonathan , J. (2009). Internet Addiction on Campus： The Vulnerability of College Students. CyberPsychology & Behavior, 1(1), 11–17.25. Kim, C., Mirusmonov, M., & Lee, I. J. C. i. H. B. (2010). An empiricalexamination of factors influencing the intention to use mobile payment.Computers in Human Behavior, 26(3), 310-322.26. Leibenstein, H. (1950). Bandwagon, Snob, and Veblen Effects in the Theory of Consumers’ Demand. The Quarterly Journal of Economics, 64(2), 183–207.27. Erica , H. V., Rik , P., & Marcel , Z. (2009). When Demand Accelerates Demand： Trailing the Bandwagon. Journal of Consumer Psychology, 19(3), 302–312.28. Hawkins, I. D., & Mothersbaugh, L. D. (2013). Consumer Behavior： Building Marketing Strategy (12th ed.). New York: McGraw-Hill Irwin.29. Friedman, H. H., & Friedman, L. (1979). Endorser effectiveness by product type. Journal of advertising research.30. Ohanian, Roobina (1990), Construction and validation of a scale to measure celebrity endorsers` perceived expertise, trustworthiness, and attractiveness,Journal of Advertising, 19(3),pp 39-53.31. Schiffman, L. G., Kanuk, L. L., & Wisenblit, J. (2007). Consumer behavior. Upper Saddle River, NJ.32. Kardefelt-Winther, D. (2014a). A conceptual and methodological critique of internet addiction research： Towards a model of compensatory internet use. Computers in Human Behavior, 31, 351-354.33. Holbrook, B. M., & Hirschman, E. (1982). The Experiential Aspects of Consumption: Consumer Fantasies, Feelings, and Fun. Journal of Consumer Research, 132–140.34. Block JJ (2008) Issues for dsm-v: Internet addiction. American Journal of Psychiatry 165(3), 306-307.35. Stock, A., & Balachander, S. (2005). The Making of a “Hot Product”: A Signaling Explanation of Marketers’ Scarcity Strategy. Management Science, 51(8), 1181–1192.36. Liang, B. & He, Y. (2012). The effect of culture on consumer choice: The need for conformity vs. the need for uniqueness. International Journal of Consumer Studies, 36(3), 352-35937. Berger, Jonah and Chip Heath (2007), “Where Consumers Diverge from Others: Identity Signaling and Product Domains,” Journal of Consumer Research, 34 (2), 121-134.38. Freiden, Jon B. (1984). Advertising Spokesperson Effects：An Examination of Endorser Type and Gender on Two Audiences. Journal of Advertising Research, Vol.24, No.5, pp.33~41.39. McGuire, W. J . (1985). Attitudes and attitude change. In Lindzey, G., Aronson, E. (Eds.), The handbook of social psychology (3rd ed., Vol. 2, pp. 233–346). New York, NY: Random House.40. Meerkerk, G. J., van den Eijnden, R., Vermulst, A. A., & Garretsen, H. F. L. (2009). The compulsive internet use scale (CIUS): Some psychometric properties. CyberPsychology & Behavior, 12(1), 1-6. DOI: 10.1089/cpb.2008.018141. Tao, R., Huang, X., Wang, J., Zhang, H., Zhang, Y., & Li, M. (2010). Proposed diagnostic criteria for internet addiction. Addiction, 105, 556-564. DOI: 10.1111/j.1360-0443.2009.02828.x42. Kuss, D. J., & Griffiths, M. D. (2012). Internet and gaming addiction: A systematic literature review of neuroimaging studies. Brain Sciences, 2(3), 347-374. DOI: 10.3390/brainsci203034743. Király, O., Sleczka, P., Pontes, H. M., Urban, R., Griffiths, M. D., & Demetrovics, Z. (2017). Validation of the Ten-Item Internet Gaming Disorder Test (IGDT-10) and evaluation of the nine DSM-5 Internet Gaming Disorder criteria. Addictive Behaviors, 64, 253-260.44. Király, O., Griffiths, M. D., & Demetrovics, Z. (2015). Internet Gaming Disorder and the DSM-5: Conceptualization, debates, and controversies. Current Addiction Reports, 2, 254-262.45. Király, O., Nagygyörgy, K., Griffiths, M. D., & Demetrovics, Z. (2014). Problematic online gaming. In K. P. Rosenberg & L. Curtiss Feder (Eds.), Behavioral addictions: Criteria, evidence, and treatment (p. 61–97). Cambridge, MA: Academic Press.46. Rabaya, T., Saparya, S., Mahmud, I., Ramayah, T., & Rawshon, S. (2017). Why are they so addicted?: modeling online games addiction behavior among university students.47. Schmitt, B.H. (2000), Experiential Marketing: How to Get Customers to Sense, Feel, Think, Act, and Relate to Your Company and Brands, Simon and Schuster, New York.48. Quinlan, J. R. (1986). Induction of decision trees. Machine learning, 1(1),81-106.49. Pecotich, A. and Ward, S., (2007), “Global branding, country of origin and expertise: An experimental evaluation”, International Marketing Review, Vol. 24 No. 3, pp.271-296. 描述 碩士
國立政治大學
傳播學院傳播碩士學位學程
109464002資料來源 http://thesis.lib.nccu.edu.tw/record/#G0109464002 資料類型 thesis dc.contributor.advisor 許志堅 zh_TW dc.contributor.author (Authors) 曾德芩 zh_TW dc.contributor.author (Authors) Tseng, Te-Chin en_US dc.creator (作者) 曾德芩 zh_TW dc.creator (作者) Tseng, Te-Chin en_US dc.date (日期) 2022 en_US dc.date.accessioned 1-Mar-2022 18:27:36 (UTC+8) - dc.date.available 1-Mar-2022 18:27:36 (UTC+8) - dc.date.issued (上傳時間) 1-Mar-2022 18:27:36 (UTC+8) - dc.identifier (Other Identifiers) G0109464002 en_US dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/139333 - dc.description (描述) 碩士 zh_TW dc.description (描述) 國立政治大學 zh_TW dc.description (描述) 傳播學院傳播碩士學位學程 zh_TW dc.description (描述) 109464002 zh_TW dc.description.abstract (摘要) 連線遊戲(online game)是典型的網際網路相關產業，全球遊戲產業規模已破千億美元，成為最大的娛樂產業之一，其創造的產值顯示了它的重要性。在2020年，全世界面對COVID-19的肆虐下，不論在生命安全、醫療體系、政治、社會與經濟等面向都受到巨大的衝擊。這場本世紀前所未見的急速病毒傳播，演變至今成為全球最大地隔離行動。隨著COVID-19疫情發展，世界各國政府和企業紛紛要求人們保持社交距離，大家待在家的時間也隨之變長，「宅經濟｣的興起，間接帶動遊戲產業的發展，簡單地說，人們在隔離期間花更多的時間在電子遊戲上。根據Newzoo 在《2021年全球遊戲市場報告》中更提到，2021年全球遊戲市場將獲得1758億美元收入。移動遊戲市場的收入將增長4.4%至907億美元，占全球遊戲市場總收入的一半以上。遊戲內的消費行為（購買遊戲追加資源比如道具、角色）通常被大眾稱為課金。課金行為所購買的產品屬於虛擬商品，連線遊戲玩家的「課金」行為要有更強烈的動機才能誘發；而這些動機必須強大到足以驅使、甚至強制玩家願意持續加入連線遊戲，或是能夠消耗玩家的自制力，進而願意在遊戲中不斷產生消費(課金)行為。本研究為探討課金行為之動機，透過資料探勘分析連線遊戲玩家課金的影響因素，可以更深入的去了解遊戲玩家使用連線遊戲的課金考慮因素。從內在與外在兩個不同的角度去分析，可使得線上遊戲業者在設計遊戲時針對不同面向的群體去做遊戲設計。透過本研究的研究分析，瞭解玩家重視的不同體驗偏好，讓客戶覺得自己的喜好被重視時，即能贏取最大的顧客滿意度，也能提升其手遊成長性。 zh_TW dc.description.abstract (摘要) Online game is a typical Internet-related industry. The scale of the global game industry has exceeded 100 billion US dollars and has become one of the largest entertainment industries. In recent years. Faced with the ravages of COVID-19 around the world, life safety, medical systems, politics, society and economy have all been severely affected. The unprecedented rapid spread of the plague has turned into the largest quarantine operation in the world. Social distancing and lockdown measures implemented in response to the COVID-19 pandemic have driven people to stay home more. The rise of the "stay-at-home economy" has indirectly spurred the growth of the video game industry. In other words, people are spending more time on games during quarantine. Newzoo’s 2021 Global Games Market Report mentioned that of the US$175.8 billion in revenue received worldwide by the games market in 2021, the mobile game market grew 4.4% to $90.7 billion, accounting for more than half the total revenue.A significant portion comes from in-app purchases, where virtual goods in games are bought using real-world money. There are several factors encouraging this “pay-to-win” behavior that compels gamers to persist in playing online games, or erodes their self-control, causing them to make repeated in-app purchases. This study explores these motivating factors by analyzing the underlying influences of through data mining, and aims to further understand the gamers’ preferences and decision-making processes. Analysis from both internal and external perspectives can enable online game companies to design games to suit different gamer categories. In so doing, this aims to let gamers feel their preferences are respected, improving their satisfaction rate as paying customers, and ultimately contributing to further growth of mobile game products. en_US dc.description.tableofcontents 第一章、前言 - 1 -第一節、 研究背景：遊戲的發展 - 1 -第二節、 研究目的 - 7 -第三節、 研究特色 - 12 -第二章、文獻探討 - 13 -第一節、 遊戲營利模式 - 13 -第二節、 影響消費者行為的外在因素：參考團體 - 15 -第三節、 影響消費者行為的內在因素：連線遊戲成癮 - 20 -第四節、 影響消費者行為的內在因素：個人體驗 - 25 -第五節、 決策樹演算法 - 29 -第三章、 研究方法 - 33 -第一節、 研究架構 - 33 -第二節、 課金行為的內在影響因子 - 34 -第三節、 課金行為的外在影響因子 - 39 -第四節、 課金行為關聯規則的計算 - 41 -第四章、資料分析結果 - 49 -第一節、 樣本研究分析 - 49 -第二節、 問卷信度與效度 - 50 -第三節、 決策樹分析 - 54 -第五章、結論與未來展望 - 66 -第一節、 結論與建議 - 66 -第二節、 研究限制 - 68 -第三節、 未來展望 - 69 -第六章、參考文獻 70附錄一、問卷 76 zh_TW dc.format.extent 1416833 bytes - dc.format.mimetype application/pdf - dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0109464002 en_US dc.subject (關鍵詞) 資料探勘 zh_TW dc.subject (關鍵詞) 遊戲成癮 zh_TW dc.subject (關鍵詞) 課金 zh_TW dc.subject (關鍵詞) 策略體驗模組 zh_TW dc.subject (關鍵詞) Data Mining en_US dc.subject (關鍵詞) Video Gaming Addiction en_US dc.subject (關鍵詞) Pay-to-win en_US dc.subject (關鍵詞) SEM en_US dc.title (題名) 以決策樹資料探勘法分析連線遊戲玩家持續使用動機:個人內在因素與外在參考團體因素對於「課金」行為的影響 zh_TW dc.title (題名) Applying a decision tree data mining method to analyze online games players‘ behavior by considering the impact of individual internal perceptions and external reference groups on paying behavior en_US dc.type (資料類型) thesis en_US dc.relation.reference (參考文獻) 1. 《2016 台灣數位遊戲產業年鑑》經濟部工業局2. 鄭天澤、楊亨利、陳麗霞、胡正文、林淑靜，2017，2017年臺灣無線網路使用調查報告書，財團法人臺灣網路資訊中心，2017年11月，頁14-17。3. 陳秀娟（2008）。國小中高年級學童情緒智力對同儕關係之影響。靜宜大學青少年兒童福利研究所，台中。4. 《2020 年 Q1 全球行動遊戲報告》APP Annine5. 《2021年全球遊戲市場報告》Newzoo6. 《2020韓國遊戲白皮書》韓國文化信息機構7. 《2016大韓民國遊戲白皮書》南韓文化體育觀光部和南韓內容振興院8. 《2017美國遊戲行業年中報告》美國娛樂軟體協會9. 《2020 年中國遊戲產業報告》中國遊戲產業研究院10. Alha, Koskinen, Paavilainen, Hamari , & Kinnunen. (2014). Free-to-Play Games： Professionals’ Perspectives.11. Hamari, J., & Lehdonvirta, V. (2010). Game Design as Marketing： How Game Mechanics Create Demand for Virtual Goods. International Journal of Business Science & Applied Management, Vol. 5, No. 1, pp. 14-29.12. William, H. M., Kathleen , V. D., & Akshay , R. R. (2012). Reducing Self-Control Depletion Effects through Enhanced Sensitivity to Implementation： Evidence from FMRI and Behavioral Studies. Journal of Consumer Psychology, 22(4).13. Kotler, P., & Armstrong, G. (1997). Marketing： an Introduction. Upper Saddle River..14. Kotler, P., Ang, S. H. Leong, S. M. and Tan, C. T. (1999). Marketing management ： An asian perspective (2nd ed.). Prentice Hall.15. Engel, J. R., Blackwell, R. D., & Miniard, P. W. (2001). Consumer behavior. Orlando Florida： Harcourt Inc.16. Deci, E. L., & Ryan, R. M. (1985). Intrinsic motivation and self-determination in human behavior. 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