資訊科技蓬勃發展的現今社會，智慧型手機的快速發展更是達到人手一機的狀態。智慧型手機普及率的上升，意味著手機使用年齡的下降。而兒童使用手機除了線上課程、影視娛樂與社群軟體外，手機遊戲也是一大使用目的。Z世代的學童們對於手機遊戲，除了打發時間外，便是用來與同儕間的互動。
過去遊戲業者大多透過販售遊戲光碟或是載點來獲利，現今則是先以免付費遊戲吸引消費者進行下載使用，再透過遊戲內商城販賣道具、通關加值功能或是遊戲廣告的收益等方式來獲利，儼然形成免費增值 (Freemium) 的商業模式與程式內購買的消費行為 (In-App Purchase) 。在遊戲內購買道具或各種通關加值功能的消費行為─也就是俗稱的「課金」，隨著上述手機及行動網路的普及等原因，此種消費行為之年齡層也逐漸往下降低。
本研究以社會規範模型與UTAUT為理論基礎，再加入沉浸理論、功能性、獨特性以及激勵誘因等構面，探討影響國小高年級學童購買虛擬遊戲產品(課金)之消費行為動機。採用紙本問卷進行樣本收集，共回收325份有效問卷，通過統計分析之檢驗，驗證本研究所使用之模型與構面均具有足夠信效度。研究結果顯示，績效期望、個人規範、功能性與獨特性對於購買行為(課金)的影響是顯著的，而沉浸體驗與激勵誘因則是不顯著的。最後，根據研究結果提出理論及實務意涵相關之建議，期望對未來相關之研究能夠有所助益。

With the rapid development of information technology in today's society, the rapid development of smart phones has reached the state of one device per person. The rise in smartphone penetration means that the age of mobile phone use is declining. In addition to online courses, film and television entertainment and social software, mobile games are also a major purpose of children's use of mobile phones. Generation Z schoolchildren use mobile games not only to pass the time, but also to interact with their peers.
In the past, most game companies made profits by selling game discs or loading points. Now, they are using free games to attract consumers to download and use them, and then use in-game malls to sell props, customs clearance features, or revenue from game advertisements, etc. The way to profit, just like the formation of the business model of freemium (Freemium) and the consumption behavior of in-app purchase (In-App Purchase). The consumption behavior of purchasing props or various customs clearance value-added functions in the game is also commonly known as "class money". With the above-mentioned reasons such as the popularity of mobile phones and mobile networks, the age group of such consumption behavior is gradually decreasing.
This study is based on the social norm model and UTAUT, and then adds immersion theory, functionality, uniqueness, and incentives and other dimensions to explore the consumption behavior motives that affect the purchase of virtual game products (course money) by senior elementary school children. Paper questionnaires were used for sample collection, and a total of 325 valid questionnaires were recovered. Through statistical analysis, it was verified that the models and dimensions used in this study had sufficient reliability and validity. The results show that performance expectations, personal norms, functionality and uniqueness have a significant impact on purchase behavior (course money), while immersion experience and motivational incentives are not significant. Finally, according to the research results, suggestions related to theoretical and practical implications are put forward, hoping to be helpful for future related research.

論文審定書 i
誌謝 ii
摘要 iii
ABSTRACT iv
目錄 vi
圖次 viii
表次 ix
第一章 緒論 1
第一節 研究背景 1
第二節 研究動機 2
第三節 研究問題與目的 3
第四節 研究方法與流程 3
第二章 文獻探討 5
第一節 沉浸理論(FLOW THEORY) 5
第二節 UTAUT 7
第三節 社會規範及個人規範 12
第四節 虛擬商品之功能性與獨特性 14
第五節 激勵誘因 15
第三章 研究方法 17
第一節 研究模型 17
第二節 研究假說 18
第三節 操作型定義 22
第四節 研究設計 22
第四章 資料分析 27
第一節 樣本基本資料分析 27
第二節 衡量模型 28
第三節 結構模型及假說驗證 34
第五章 結論與建議 38
第一節 研究結果與建議 38
第二節 理論與實務意涵 39
第三節 研究限制與未來研究方向 40
參考文獻 42
附錄 本研究正式問卷 48

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