隨著各類型的遊戲興起，全球遊戲市場如日中天，玩家之間虛擬寶物的交易更是絡繹不絕。儘管虛擬寶物交易市場欣欣向榮，但其活躍程度可能受到玩家稟賦效應的影響。
過去有關稟賦效應的研究大多著重在實體物品上，從稟賦效應的角度深入探討玩家對虛擬寶物交易行為的研究更是有限。因此本研究以稟賦效應作為核心設計研究框架，並結合產品自我一致性、情感依戀和交易成本理論，探討玩家對於虛擬寶物交易之影響因素。本研究採用實驗法結合問卷調查法，首先會請受試者到線上遊戲(新楓之谷)中購買一件符合實驗限定條件的虛擬寶物，並使用該虛擬寶物遊玩新楓之谷一個月。遊玩結束後填寫問卷，接著到虛擬寶物交易平台做出是否要交易該虛擬寶物的決策，最後再填寫衡量交易行為的問卷。
研究結果顯示，當玩家對所擁有的虛擬寶物產生較強的稟賦效應時，往往會設定較高的售價，甚至不願意出售該虛擬寶物，導致整體虛擬寶物交易市場的交易效率下降。期望本研究之研究結果與提出的建議能夠為未來虛擬寶物的稟賦效應相關研究有所貢獻。

With the rise of various types of games, the global gaming market is thriving, and virtual goods trading among players is becoming increasingly prevalent. Despite the prosperity of the virtual goods trading market, its activity levels may be influenced by players' endowment effects.
Previous studies on the endowment effect have primarily focused on physical goods, with limited exploration of how this psychological bias impacts players' trading behavior concerning virtual goods. This study adopts the endowment effect as the core theoretical framework, incorporating elements such as product self-congruity, emotional attachment, and transaction cost theory to investigate the factors influencing players' trading behavior regarding virtual goods. An experimental design combined with a survey method was employed. Participants were instructed to purchase a virtual good that met the experimental conditions in the online game MapleStory and use it during gameplay for one month. Following the gameplay period, participants completed a questionnaire and decided whether to trade the virtual good on a virtual goods trading platform. Finally, participants filled out an additional questionnaire assessing their trading behavior.
The results revealed that when players experience a stronger endowment effect toward their virtual goods, they tend to set higher prices for these items or even refuse to sell them, thereby reducing the overall trading efficiency in the virtual goods market. It is anticipated that the findings and recommendations of this study will contribute to future research on the endowment effect in the context of virtual goods.

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 研究動機 2
第三節 研究問題與目的 4
第四節 研究流程 4
第二章 文獻探討 6
第一節 虛擬寶物(Virtual Goods) 6
第二節 產品自我一致性(Product-Self Congruity) 7
第三節 情感依戀(Emotional Attachment) 7
第四節 稟賦效應(Endowment Effect) 8
第五節 交易成本理論(Transaction Cost Theory) 9
第三章 研究方法 10
第一節 研究模型 10
第二節 研究假說 11
第三節 操作型定義 13
第四節 研究設計 13
第四章 資料分析 23
第一節 樣本敘述性統計 23
第二節 操弄檢測 25
第三節 衡量模型 25
第四節 結構模型與假說驗證 32
第五章 結論與建議 35
第一節 研究結論 35
第二節 研究貢獻 37
第三節 研究限制與未來方向 39
參考文獻 40
附錄一 本研究實驗流程與正式問卷 54

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