博碩士論文 etd-0023119-081735 詳細資訊


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姓名 王奕翔(I-Hsiang Wang) 電子郵件信箱 E-mail 資料不公開
畢業系所 企業管理學系研究所(Business Management)
畢業學位 碩士(Master) 畢業時期 107學年第1學期
論文名稱(中) 遊戲玩家類型對持續使用意圖之關聯性
論文名稱(英) Exploring the Relationship between Game Players’ Type and Continuance Intentions
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    紙本論文:5 年後公開 (2024-01-23 公開)

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    摘要(中) 近年來,娛樂產業快速地發展,其中又以電玩產業的成長潛力最大。在過去的十年間,遊戲已經成為重要的娛樂與消費文化的基礎,並且成了人們生活的一部分;與過去相比,人們玩遊戲和使用遊戲的方式變得更加多元,消費者們花在遊戲上的金錢與時間也更多。對遊戲開發商來說,如何吸引玩家選擇自身的產品並產生一定的黏著性,便成了一個值得深思的問題。
    本研究乃是從遊戲玩家類型著手,嘗試瞭解遊戲玩家類型的差異對其後續消費行為的影響。本研究蒐集了457位近一年曾有電玩遊戲經驗的玩家資料,進行統計分析。研究結果顯示,某些玩家類型確實對涉入程度、期望確認程度及持續使用意圖有正向影響;同時,期望確認與涉入行為扮演了關鍵的中介角色。
    根據本研究結果,遊戲開發商可以嘗試將不同類型的玩家特性納入遊戲設計的考量中,並且重視使用者購買後的後續使用體驗,藉此提升玩家的持續使用意圖,同時也增加其對後續產品的購買意願
    摘要(英) In recent years, entertainment industry has developed rapidly, and game industry is one of the most potential industry. In past ten years, gaming becomes the basic of entertainment and consumer culture, as well as a part of daily life for people. Comparing to the past time, it becomes more various for people to play and apply game, and cousumers have more willness to pay more money and time on game. Due to this reason, it is a thoughtful question for game developer that how to attract players to choose their products and increase players loyalty.
       This research would like to use player’s types for a perspective to understand wheather different type of players would influence their consumer behaviors. For this reason, this research will study the affectton of different player’s types to expectation confirmation, involvement and repurchase&continuance intentions.
    The research collects 457 valid samples from those who played video game in past one year. Statistical results show that some types of players will affect player’s expectation confirmation, involvement, and repurchase & continuance intentions, in which player’s expectation confirmation and involvement play key mediating roles.
    According to the result of research, game developer can consider the player type as an important factor when they design new game. Besides, they should pay attention on users’ experience after they buy the product so that it can effectively increase the intention of players’ repurchase and continuance intentions
    關鍵字(中)
  • 涉入
  • 期望確認
  • 電玩遊戲
  • 玩家類型
  • 持續使用意圖
  • 關鍵字(英)
  • continuance intentions
  • video games
  • player type
  • expectation confirmation theory (ECT)
  • involvement
  • 論文目次 論文審定書 i
    誌 謝 ii
    摘 要 iii
    Abstract iv
    目錄 v
    圖次 vii
    表次 viii
    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 5
    第一節 電玩遊戲 5
    第二節 涉入理論 8
    第三節 期望確認理論 14
    第四節 玩家類型 19
    第五節 假說推導 25
    第三章 研究方法 29
    第一節 研究結構 29
    第二節 研究樣本與資料來源 29
    第三節 研究假說彙整 30
    第四節 變數定義與衡量工具 31
    第五節 資料分析方法 36
    第四章 實證分析 39
    第一節 樣本結構分析 39
    第二節 信效度分析 41
    第三節 相關分析 44
    第四節 結構模型分析 46
    第五章 結論與建議 53
    第一節 研究結論 53
    第二節 實務建議 54
    第三節 研究意涵 56
    第四節 研究限制與日後研究建議 56
    參考文獻 58
    附錄1 67
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    口試委員
  • 李慶芳 - 召集委員
  • 施智婷 - 委員
  • 林豪傑 - 指導教授
  • 口試日期 2018-06-08 繳交日期 2019-01-23

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