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題名 適地性遊戲吸引力—消費者行為觀點
A consumer-behavioral approach to the attractiveness of location-based games
作者 葉子睿
Yeh, Tsu-Jui
貢獻者 陳建維
Chen, Chien-Wei
葉子睿
Yeh, Tsu-Jui
關鍵詞 手機遊戲
適地性遊戲
位置資訊
遊戲動機
遊戲體驗
自我決定理論
消費者行為
日期 2023
上傳時間 2-Aug-2023 13:15:14 (UTC+8)
摘要 手機遊戲《精靈寶可夢》自2016年推出以來蔚為風潮，其最大的特色便是玩家需要在外跑動才能進行遊戲，Niantic公司更在2021年推出同類遊戲《皮克敏》，玩家人數也持續累積中。這種所謂適地性遊戲（Location-based Games）會蒐集玩家的位置、移動距離等情境資訊並動態調整內容，玩家也需要不斷地移動位置才能推動遊戲進行。然而國內針對適地性遊戲的分析為數不多，亦少見關於此類遊戲玩家心理與行為之研究。故本研究整理了常見之遊戲動機與適地性遊戲特性，綜合自我決定理論（Self Determination Theory）的基本心理需求，分析這些變數如何影響玩家的遊戲體驗，欲探討適地性遊戲吸引玩家遊玩之因素。結果顯示強烈的適地性逃避現實、戶外活動需求等遊戲動機會有較強的正向遊戲體驗，遊戲的在地空間重定義、空間自主性越好，玩家的正向體驗也越強。基本心理需求當中僅勝任感、自主感會影響遊戲體驗，歸屬感與遊戲體驗之影響關係在本研究並不顯著。這些結果將提升遊戲公司與廣告商對消費者心理需求與偏好的掌握度，亦能幫助手機遊戲初期的開發設計與後續優化。
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描述 碩士
國立政治大學
國際經營與貿易學系
111351001
資料來源 http://thesis.lib.nccu.edu.tw/record/#G0111351001
資料類型 thesis
dc.contributor.advisor 陳建維zh_TW
dc.contributor.advisor Chen, Chien-Weien_US
dc.contributor.author (Authors) 葉子睿zh_TW
dc.contributor.author (Authors) Yeh, Tsu-Juien_US
dc.creator (作者) 葉子睿zh_TW
dc.creator (作者) Yeh, Tsu-Juien_US
dc.date (日期) 2023en_US
dc.date.accessioned 2-Aug-2023 13:15:14 (UTC+8)-
dc.date.available 2-Aug-2023 13:15:14 (UTC+8)-
dc.date.issued (上傳時間) 2-Aug-2023 13:15:14 (UTC+8)-
dc.identifier (Other Identifiers) G0111351001en_US
dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/146350-
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) 111351001zh_TW
dc.description.abstract (摘要) 手機遊戲《精靈寶可夢》自2016年推出以來蔚為風潮，其最大的特色便是玩家需要在外跑動才能進行遊戲，Niantic公司更在2021年推出同類遊戲《皮克敏》，玩家人數也持續累積中。這種所謂適地性遊戲（Location-based Games）會蒐集玩家的位置、移動距離等情境資訊並動態調整內容，玩家也需要不斷地移動位置才能推動遊戲進行。然而國內針對適地性遊戲的分析為數不多，亦少見關於此類遊戲玩家心理與行為之研究。故本研究整理了常見之遊戲動機與適地性遊戲特性，綜合自我決定理論（Self Determination Theory）的基本心理需求，分析這些變數如何影響玩家的遊戲體驗，欲探討適地性遊戲吸引玩家遊玩之因素。結果顯示強烈的適地性逃避現實、戶外活動需求等遊戲動機會有較強的正向遊戲體驗，遊戲的在地空間重定義、空間自主性越好，玩家的正向體驗也越強。基本心理需求當中僅勝任感、自主感會影響遊戲體驗，歸屬感與遊戲體驗之影響關係在本研究並不顯著。這些結果將提升遊戲公司與廣告商對消費者心理需求與偏好的掌握度，亦能幫助手機遊戲初期的開發設計與後續優化。zh_TW
dc.description.tableofcontents 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
第三節 研究流程 2
第二章 文獻探討 4
第一節 適地性服務 4
第二節 數位地圖發展與AR技術 6
第三節 適地性遊戲 8
第四節 適地性遊戲設計 12
第五節 適地性遊戲之玩家心理動機與效益 17
第三章 研究方法 25
第一節 研究架構 25
第二節 研究假說 26
第三節 問卷設計 33
第四節 資料蒐集 41
第四章 資料分析 44
第一節 敘述性統計分析 44
第二節 因素與信度分析 47
第三節 研究假說調整 54
第四節 複迴歸分析 56
第五節 研究假說檢驗統整 62
第五章 結論與建議 68
第一節 研究結果與發現 68
第二節 管理意涵 71
第三節 研究限制與建議 72
參考文獻 75
附錄：研究問卷 87		zh_TW
dc.format.extent 4098376 bytes-
dc.format.mimetype application/pdf-
dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0111351001en_US
dc.subject (關鍵詞) 手機遊戲zh_TW
dc.subject (關鍵詞) 適地性遊戲zh_TW
dc.subject (關鍵詞) 位置資訊zh_TW
dc.subject (關鍵詞) 遊戲動機zh_TW
dc.subject (關鍵詞) 遊戲體驗zh_TW
dc.subject (關鍵詞) 自我決定理論zh_TW
dc.subject (關鍵詞) 消費者行為zh_TW
dc.title (題名) 適地性遊戲吸引力—消費者行為觀點zh_TW
dc.title (題名) A consumer-behavioral approach to the attractiveness of location-based gamesen_US
dc.type (資料類型) thesisen_US
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