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題名 手機遊戲上市前行銷策略之研究，以事前預約為例
A Study on Pre-Launch Marketing in Moblie Game: Using Pre-Registration as an example
作者 陳妘
Chen, Yun
貢獻者 陳建維
陳妘
Chen, Yun
關鍵詞 手機遊戲
感知價值
網路外部性
獨特性需求
從眾行為
日期 2022
上傳時間 1-Jul-2022 15:59:10 (UTC+8)
摘要 　　近年來全球遊戲市場逐年成長，根據全球遊戲市場研究與數據分析公司 Newzoo分析指出，全球遊戲市場於 2021 年達到 1,803 億美元，全球玩家總數估計已超過 30 億人，而在台灣，遊戲產業的年營收成長比例更是遠高於全球平均。特別在手機遊戲中，由於手機遊戲平均的生命週期較短，且大部分的收入都集中在上市後的第一週，因此許多遊戲業者會在遊戲正式上市前以事前預約活動(又稱事前登錄活動)作為凝聚人氣的手法，增加遊戲整體的曝光率與話題性，在推廣的成效上都可以為遊戲整體帶來正面效益。
　　本研究的主要目的，除了探討哪些正面和負面的感知因素會影響潛在玩家進行手機遊戲事前預約行為之外，玩家本身的獨特性需求、從眾行為特質是否也會間接影響執行遊戲事前預約的行為，也是欲研究的重點。
　　本研究透過網路問卷調查的方式，共蒐集到 280 份有效問卷，探討遊戲相關價值、情感價值、系統品質價值、社交價值、網路外部性與資訊隱私安全，在玩家進行遊戲事前預約的行為上影響的程度，同時將獨特性需求和從眾行為特質作為調節變數，了解對於部分因子在執行遊戲事前預約的直接效果上，是否會影響其變化。
　　透過 SPSS 分析的研究結果發現，除了資訊隱私安全外，較高的消費者感知價值與網路外部性對玩家執行遊戲事前預約有顯著正向影響。另外，研究發現當玩家的獨特性需求越低或從眾行為越高時，在遊戲相關價值越高時，均有越高的執行遊戲事前預約的意願；反之，獨特性需求越高或從眾行為越低時，在遊戲相關價值越高時，執行遊戲事前預約的意願則越低。但在社交價值與網路外部性的高低對遊戲事前預約行為程度上則不具顯著性。後續將根據研究結果提出相關行銷策略與建議。
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描述 碩士
國立政治大學
國際經營與貿易學系
109351014
資料來源 http://thesis.lib.nccu.edu.tw/record/#G0109351014
資料類型 thesis
dc.contributor.advisor 陳建維zh_TW
dc.contributor.author (Authors) 陳妘zh_TW
dc.contributor.author (Authors) Chen, Yunen_US
dc.creator (作者) 陳妘zh_TW
dc.creator (作者) Chen, Yunen_US
dc.date (日期) 2022en_US
dc.date.accessioned 1-Jul-2022 15:59:10 (UTC+8)-
dc.date.available 1-Jul-2022 15:59:10 (UTC+8)-
dc.date.issued (上傳時間) 1-Jul-2022 15:59:10 (UTC+8)-
dc.identifier (Other Identifiers) G0109351014en_US
dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/140549-
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) 109351014zh_TW
dc.description.abstract (摘要) 　　近年來全球遊戲市場逐年成長，根據全球遊戲市場研究與數據分析公司 Newzoo分析指出，全球遊戲市場於 2021 年達到 1,803 億美元，全球玩家總數估計已超過 30 億人，而在台灣，遊戲產業的年營收成長比例更是遠高於全球平均。特別在手機遊戲中，由於手機遊戲平均的生命週期較短，且大部分的收入都集中在上市後的第一週，因此許多遊戲業者會在遊戲正式上市前以事前預約活動(又稱事前登錄活動)作為凝聚人氣的手法，增加遊戲整體的曝光率與話題性，在推廣的成效上都可以為遊戲整體帶來正面效益。
　　本研究的主要目的，除了探討哪些正面和負面的感知因素會影響潛在玩家進行手機遊戲事前預約行為之外，玩家本身的獨特性需求、從眾行為特質是否也會間接影響執行遊戲事前預約的行為，也是欲研究的重點。
　　本研究透過網路問卷調查的方式，共蒐集到 280 份有效問卷，探討遊戲相關價值、情感價值、系統品質價值、社交價值、網路外部性與資訊隱私安全，在玩家進行遊戲事前預約的行為上影響的程度，同時將獨特性需求和從眾行為特質作為調節變數，了解對於部分因子在執行遊戲事前預約的直接效果上，是否會影響其變化。
　　透過 SPSS 分析的研究結果發現，除了資訊隱私安全外，較高的消費者感知價值與網路外部性對玩家執行遊戲事前預約有顯著正向影響。另外，研究發現當玩家的獨特性需求越低或從眾行為越高時，在遊戲相關價值越高時，均有越高的執行遊戲事前預約的意願；反之，獨特性需求越高或從眾行為越低時，在遊戲相關價值越高時，執行遊戲事前預約的意願則越低。但在社交價值與網路外部性的高低對遊戲事前預約行為程度上則不具顯著性。後續將根據研究結果提出相關行銷策略與建議。		zh_TW
dc.description.tableofcontents 謝辭　i
摘要　ii
目次　iii
圖次　iv
表次　v
第一章 緒論　1
第一節 研究背景　1
第二節 研究目的　3
第三節 研究流程　4
第二章 文獻探討　5
第一節 上市前行銷策略　5
第二節 遊戲事前預約　9
第三節 消費者感知價值　12
第四節 網路外部性　14
第五節 獨特性需求與從眾　16
第三章 研究方法　22
第一節 研究架構　22
第二節 研究假說　23
第三節 研究變數與問卷設計　29
第四章 研究結果　38
第一節 敘述性統計資料　38
第二節 因素與信度分析　43
第三節 多元迴歸分析　51
第五章 結論與建議　56
第一節 研究結果與討論　54
第二節 管理意涵　61
第三節 研究限制與建議　62
參考文獻　64
附錄 正式問卷　71		zh_TW
dc.format.extent 2344992 bytes-
dc.format.mimetype application/pdf-
dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0109351014en_US
dc.subject (關鍵詞) 手機遊戲zh_TW
dc.subject (關鍵詞) 感知價值zh_TW
dc.subject (關鍵詞) 網路外部性zh_TW
dc.subject (關鍵詞) 獨特性需求zh_TW
dc.subject (關鍵詞) 從眾行為zh_TW
dc.title (題名) 手機遊戲上市前行銷策略之研究，以事前預約為例zh_TW
dc.title (題名) A Study on Pre-Launch Marketing in Moblie Game: Using Pre-Registration as an exampleen_US
dc.type (資料類型) thesisen_US
dc.relation.reference (參考文獻) 一、中文文獻
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dc.identifier.doi (DOI) 10.6814/NCCU202200602en_US