隨著智慧型手機的性能與普及率不斷提升，手機上的娛樂選擇越來越多樣。
整體手機遊戲市場更是蓬勃發展，其中包含了許多可以研究的方向。過去研究多
專注於探討玩家對手機遊戲的採用意圖，然而許多手機遊戲是以遊戲內商城購買、
扭蛋抽卡與內嵌廣告等機制來營利，這些方式都需要玩家持續遊玩該遊戲才能維
持營收。因此，持續使用意圖對於手機遊戲廠商來說是相當重要的議題，也是本
研究的主要目的。首先，本研究根據使用滿足理論提出了四個玩家遊玩手機遊戲
的動機，分別是成就感、挑戰、逃避現實與社交互動。再來以期望確認理論為基
礎，結合關係投資模型去探討手機遊戲玩家的滿意度、投資規模與替代品品質是
否會對玩家的持續使用意圖造成影響。本研究採用問卷調查法，在多個熱門社群
平台發放，總共回收 393 份有效問卷。研究結果顯示由四個遊戲動機所組成的二
階構念滿足感會正向影響玩家的感知享樂性與確認程度，而感知享樂性會正向影
響滿意度。與預期相同，確認程度對感知享樂性、滿意度與投資規模有正向影響，
且滿意度與投資規模會促使玩家形成對於手機遊戲的承諾。最後，承諾與滿意度
對於玩家的持續使用意圖有著強烈的正向影響。

With the continuous improvement of the performance and penetration of smart
phones, the entertainment options on smart phones are becoming more and more
diverse. The mobile game market is booming and it contains many issues that can be
studied. Previous studies focused on the players’ intention to adopt mobile games.
However, many mobile games make a profit base on mechanisms such as in-game
purchase, gacha mechanism and embedded advertising. These methods require players
to keep playing the game to maintain profit. Therefore, player’s continuance intention
is a very important topic for mobile game companies, and it is also the main purpose of
this research. First of all, the paper proposes four motivational factors based on uses
and gratifications (U&G) theory, namely, achievement, challenge, escapism and social
interaction to study the impact on the perceived enjoyment. Furthermore, we integrate
expectation confirmation model and investment model to provide a comprehensive
understanding of player's continuance intention. This study adopted the questionnaire
survey method and collected a total of 393 valid samples. The results show that the
gratification composed of the four motivational factors will positively affect the player's
perceived enjoyment and confirmation. As expected, confirmation has a positive impact
on perceived enjoyment, satisfaction, and investment size. Satisfaction and investment
size will encourage players to form a commitment to mobile games. Finally,
commitment and satisfaction have a strong positive impact on the player's continued
use intention.

論文審定書................................................................................................................................ i
摘要........................................................................................................................................... ii
Abstract .................................................................................................................................... iii
目錄.......................................................................................................................................... iv
圖次.......................................................................................................................................... vi
表次......................................................................................................................................... vii
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..................................................................................................................... 6
第一節 手機遊戲(mobile game).......................................................................................... 6
第二節 使用滿足理論(Uses and Gratifications Theory)..................................................... 7
第三節 期望確認理論(Expectation Confirmation Theory) ................................................ 9
第四節 關係投資模型(Investment Model) ....................................................................... 11
第三章 研究方法..................................................................................................................... 6
第一節 研究模型........................................................................................................... 15
第二節 研究假說........................................................................................................... 16
第三節 操作型定義 ....................................................................................................... 21
第四節 研究設計........................................................................................................... 22
第四章 資料分析..................................................................................................................... 6
第一節 樣本基本資料分析 ........................................................................................... 30
第二節 衡量模型........................................................................................................... 34
第三節 結構模型與假說驗證 ....................................................................................... 44
第五章 結論與建議................................................................................................................. 6
第一節 研究結果與建議 ............................................................................................... 47
第二節 理論及實務意涵 ............................................................................................... 50
第三節 研究限制與未來研究方向 ............................................................................... 52
參考文獻................................................................................................................................. 53
中文文獻............................................................................................................................. 53
英文文獻............................................................................................................................. 53
附錄：本研究正式問卷......................................................................................................... 60

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