有遊玩過競技類型遊戲的玩家想必都有經歷過有些玩家會在遊戲中做出擺爛，罵人，消極遊戲的行為，這種行為稱為有毒行為 (toxic behavior)，與團隊遊戲就是要共同合作以獲得勝利這個概念背道而馳，本研究探討為什麼這些玩家會有這種行為的發生以及為什麼做出這種行為後還能無所謂的進行下場遊戲。本研究以英雄聯盟 (League of Legends) 為例，並輔以社交與成就感2種情境，並藉由問卷發放333份有效問卷(167份社交與166份成就感)，再以partial least squares (PLS)來了解各個構面之間的關係。而本研究先根據中立化理論對預期效果的影響，再探討預期效果對繼續遊玩意圖的影響來探討，研究結果發現在社交與成就感的情境上，中立化理論的確會對預期效果產生影響，中立化理論的構面與一開始假設對成就感、社交、沉浸感產生正面影響，對沮喪、暴躁脾氣產生負面影響的假設大致上有符合，但是有些許構面與一開始假設的有所差異；而預期效果會對繼續遊玩意圖產生影響，成就感、社交、沉浸感是正面影響，暴躁脾氣是負面影響，這邊與假設相符，因此也代表著，中立化理論的確可以影響玩家繼續遊玩遊戲的意圖，會讓他們就算在遊戲中有搗蛋不合作的狀態，也能夠繼續想要遊玩下一場的遊戲。

Contrary to the often-mentioned social purpose of playing online games, players playing competitive online games may engage in hostile behavior towards other players. Using the League of Legends (LOL) as the context, and by considering two scenarios where one of them involves the players not able to meet the achievement goal (achievement scenario) and the other scenario being players not being able to meet the social goal (social scenario), this study considers the extent these players apply the neutralization techniques to justify their hostile behavior, and how such application affect their expectations of the game and intention to continue playing the game. Partial least squares analysis on 333 valid survey returns (167 for social scenario and 166 for achievement scenario) revealed the consequence of neutralization techniques on game expectation is more evident in social scenario than in achievement scenario. Social game expectation affects intention to continue playing the game for both scenarios.

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
第二章 文獻探討與假說建立 4
第一節 中立化理論 4
一、責任之否認 5
二、損害之否認 5
三、對非難者之非難 6
四、為了更崇高的理由 6
五、功過相抵 7
第二節 預期效果 7
一、成就感(achievement) 7
二、社交(social) 8
三、沉浸感(immersion) 8
四、沮喪(depression) 8
五、暴躁(badtemper) 9
第三節 繼續遊玩意圖 9
第三章 研究方法 10
第一節 研究架構與假說路徑 10
第二節 英雄聯盟遊戲 10
第三節 研究構面 11
第四節 操作型定義與題項 12
一、中立化技術理論題項 13
二、預期效果題項 15
三、繼續遊玩意圖題項 17
第五節 問卷測量與分析工具 17
第四章 數據分析 19
第一節 樣本結構 19
第二節 研究構面分析 20
第三節 假說驗證 29
第五章 討論 35
第一節 結論與討論 35
第二節 理論貢獻 36
一、將中立化理論運用於遊戲方面的研究上 36
二、以社交與成就感情境來探討遊戲相關研究 36
第三節 實務意涵 37
第四節 研究限制與未來研究建議方向 37
參考文獻 39

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