隨著技術的進步，人們可以隨時隨地通過手機，平板電腦和手提電腦來做各種事情。現今社會中，越來越多的人在手機、遊戲機或任何手持設備上玩線上或手機遊戲，甚至會購買虛擬物品以提高遊戲性能，為遊戲市場帶來了可觀的利潤。本研究基於消費價值理論，探討玩家購買虛擬物品的動機（其內在動機和外在動機）來解釋影響玩家滿意度和活力的因素，以及社交互動是否對關係產生影響。研究結果顯示，學習目標取向與證明目標取向皆與玩家的滿意度和活力呈正相關，而社交互動只能在玩家具有較高的社交互動的情況下產生潛在的影響。研究結果為遊戲產業貢獻更多理論與實務參考，並在此研究中闡述了對遊戲公司和開發者的建議。

As the technology improves, people can do all kinds of things anywhere and anytime by mobile phones, pads, and laptops. Nowadays, more and more people are playing online/mobile games on their phones, consoles or any hand-held devices and even purchase virtual items for performing better in games, which brings huge profits in this market. This study based on Consumption Values Theory to explain the factors that influence the players’ satisfaction and vigor, and whether the social interaction has an impact on the relationship by examining players’ motivation of purchasing virtual items, concerning intrinsic and extrinsic motivations of the individuals. The result shows that either learning goal orientation or proving goal orientation are positive associated with players’ satisfaction and vigor, and social interaction can only be a moderator under the situation when the players have high social interaction. The results make the contribution to the gaming industry, and the suggestions to the game companies and designers are elaborated in this research.

Thesis Validation Letter ................................................................................................... i
Abstract (Chinese)........................................................................................................... ii
Abstract (English)............................................................................................................ iii
1. Introduction............................................................................................................... 1-3
2. Literature review and hypotheses development............................................................3
2.1 Goal Orientation.............................................................................................. 3-5
2.2 Satisfaction...................................................................................................... 5-6
2.3 Vigor............................................................................................................... 6-7
2.4 Social Interaction............................................................................................ 7-9
2.5 Consumption Values Theory......................................................................... 9-11
2.6 Hypotheses...................................................................................................11-14
3. Methodology......................................................................................................... 14-17
4. Result.......................................................................................................................... 18
4.1 Reliability and Validity............................................................................... 18-19
4.2 Testing Hypotheses..................................................................................... 19-22
4.3 Discussion................................................................................................... 22-24
5. Conclusion.................................................................................................................. 24
5.1 Theoretical Implication............................................................................... 24-25
5.2 Practical Implication................................................................................... 25-27
5.3 Limitations and future research................................................................... 27-28
Reference................................................................................................................... 29-37

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