在網路通信尚未發達普及的過去，人們透過盜版，輕易地以低價甚至是免費的方式獲取娛樂內容，例如音樂、電影戲劇以及遊戲。網速的提升與版權觀念的強化，這樣的行為已經不再被社會所容忍，取而代之，訂閱制服務成為人們獲取娛樂內容的主要方式。尤其對於愛好遊戲的人來說，遊戲訂閱制服務儼然成為不可或缺的存在。
　　本研究探討新興的遊戲訂閱制服務，同時以訂閱者和非訂閱者的角度，透過玩家的情感層面分析他們的遊戲動機和訂閱意圖之間的關係。本研究透過問卷調查來取得相關數據，利用 PLS 方法來分析各構面之間的路徑關係。
分析內容顯示，相較於訂閱者主要透過「沉浸感→多樣性→決策舒適度→訂閱意圖」路徑表現其遊戲動機與訂閱意圖的關係，非訂閱者在遊戲動機和訂閱意圖之間的關係更為複雜。
　　研究結果顯示當未訂閱者沒有真實使用過該服務，心理上容易透過過去經驗與產品交互，產生相應的正負面情感並影響消費意圖。本研究也針對遊玩電子遊戲領域，將錯失恐懼進行更適切的分類，成就感動機強的玩家在參與該服務下不如他人的焦慮情緒有所提升，而沉浸感動機與社交性動機強的玩家，在參與服務後錯失與他人互動的遺憾情緒也有所提升，然而錯失恐懼發揮的影響仍十分有限，最終都不顯著影響持續訂閱意圖。

　　This thesis explores the emerging game subscription service from the perspective of both subscribers and non-subscribers, and analyzes the relationship between players' game motivation and subscription intention. The study also investigates whether fear of missing out affects players' subscription intention. The relevant data were obtained through a questionnaire survey, and the PLS method was used to analyze the relationship between the various constructs. The analysis revealed that the relationship between game motivation and subscription intention was more complicated for non-subscribers than for subscribers who mainly determine their subscription intention through the path of immersion→diversity→decision comfort→subscription intention. The analysis further revealed that the influence of fear of missing out is limited and does not significantly affect the intention to continue to subscribe.　

論文審定書 i
摘要 ii
Abstract iii
圖次 vi
表次 vii
1 第一章 緒論 1
第一節 研究背景 1
第二節 研究動機與目的 4
2 第二章 文獻探討 6
第一節 電玩遊戲 6
第二節 訂閱制商業模式 7
第三節 遊戲訂閱制 8
第四節 享樂消費 9
3 第三章 研究方法與假說建立 11
第一節 研究架構圖 11
第二節 研究構面與假說路徑 11
一、 遊戲動機構面 11
二、 多樣性偏好 13
三、 錯失恐懼 (FOMO) 構面 13
四、 決策舒適度 14
五、 訂閱意圖 15
第三節 問卷設計與問項 16
4 第四章 數據分析 20
第一節 樣本結構 20
第二節 已訂閱者研究構面分析 22
第三節 未訂閱者研究構面分析 28
第四節 已訂閱者路徑分析 32
第五節 非訂閱者路徑分析 34
5 第五章 結論 38
第一節 研究結論與討論 38
第二節 研究限制與未來研究方向 39
一、 研究限制 39
二、 未來研究方向 40
第三節 研究結果之管理意涵 40
參考文獻 42
網路資源 45

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