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系統識別號 U0026-0908201420552700
論文名稱(中文) 行動遊戲虛擬道具之購買行為分析
論文名稱(英文) Purchasing Behavior Analysis of Mobile Games’ Virtual Goods
校院名稱 成功大學
系所名稱(中) 電信管理研究所
系所名稱(英) Institute of Telecommunications and Management
學年度 102
學期 2
出版年 103
研究生(中文) 黃雅靖
研究生(英文) Ya-Jing Huang
學號 R96011010
學位類別 碩士
語文別 英文
論文頁數 68頁
口試委員 指導教授-黃光渠
口試委員-蔡東峻
口試委員-曾國峰
中文關鍵字 行動遊戲  虛擬道具  免費增值  程式內購買 
英文關鍵字 mobile games  virtual goods  freemium  in-App purchase 
學科別分類
中文摘要 隨著智慧型裝置的發展,促使App使用的普及,當人們花在App的時間越來越多,App逐漸改變人們的生活習慣。所有App的種類之中,以遊戲類App的下載量最為驚人,其中以免費增值(freemium)的行動遊戲最受歡迎,占了48%的收入,這是個重要且新穎的ICT發展的商業模式。針對這個趨勢,我們率先探討免費增值下對行動遊戲虛擬道具的購買行為。
因此,在這篇文章中我們想了解在免費增值的模型下有那些因素會造成消費者願意去額外購買虛擬道具,而調查的結果顯示知覺行為控制和遊戲成癮會影響消費者去購買虛擬道具,由結果得知,若是玩家有額外的資源,像是時間、金錢,他可能就會願意投入玩行動遊戲,而遊戲的成癮更是會加深玩家投入的效果,另外,在有買虛擬道具的受訪者表示,較有可能買角色養成類的虛擬道具,而不買虛擬道具的受訪者表示,較有可能買益智互動類的虛擬道具。
調查結果可以推論,在行動遊戲的商業模式會出現一個正向的加強循環,使玩家花更多時間、更沉迷於遊戲中也花更多金錢。這個加強循環為玩家下載免費的行動遊戲,在玩遊戲過程中開發商會給予玩家一些簡單的虛擬道具或是虛擬貨幣,以便讓玩家能夠持續的玩,隨著時間的演進,那些簡單的虛擬道具或是虛擬貨幣無法滿足玩家的使用時,玩家可利用程式內購買機制去採購更多樣化的虛擬道具,因此玩家更容易進入下一關卡,會花更多的時間和金錢在行動遊戲上,而開發商就是要善用這個免費增值正向的循環去創造更多的利潤。
英文摘要 With the development of smart devices, it promotes the usage of App. When people spend more time on App, App change people’s life style gradually. People spend more time on App. In all of the category of App, the download of games App is stunning. Among these game App, freemium mobile game is most popular, it accounts for 48% of revenue. This is an important and emerging business model of ICT development. Aimed at this trend, we are the first to investigate the purchase behavior of mobile game virtual goods in freemium.
Therefore, we want to understand what kind of factors will affect customers’ willingness to purchase virtual goods for extra in the freemium model. And the results indicate that perceived behavioral control and game addiction will affect customers to purchase virtual goods. We can figure out from the result, if gamers have extra resource, like time and money, they may be willing to play mobile games. Besides, game addiction will strengthen the effect. Besides, respondents of have bought virtual goods express that they likely buy character play virtual goods. Respondents of haven’t bought virtual goods express that they likely buy puzzle game virtual goods.
According to the result we can infer that it will appear a positive reinforcement cycle in the business model of mobile game. It makes gamers spend more time and addict to the mobile games and also spend more money. This reinforcement cycle lets gamers download free mobile games. In playing mobile games process, developers will offer gamers some simple virtual goods or virtual money in order to let gamers continue to play it. As time goes by, these virtual goods and virtual money can’t satisfy gamer’s usage. Gamers use in-App purchase to buy various virtual goods. Therefore, gamers move to the next level more easily, and gamers will spend more time and money on mobile games. Hence, developers should utilize this freemium positive cycle to create more revenue.
論文目次 Abstract I
摘要 III
致謝 IV
Chapter 1 Introduction 1
1-1 Research background 1
1-2 Research motivation 4
1-3 Research objectives 7
1-4 Research process 8
Chapter 2 Literature Review 10
2-1 The introduction of freemium 10
2-2 The development of mobile game 15
2-2-1 Differences between online game and mobile game 16
2-2-2 Virtual goods on mobile games 17
2-3 Technology acceptance model 19
2-4 Usage behavior relevant literature 22
Chapter 3 Research Method 25
3-1 Research model and hypotheses 25
3-2 Operational definition and construct measurement 26
3-3 Questionnaire design 31
3-4 Data analysis method 32
3-4-1 Descriptive statistics analysis 32
3-4-2 Reliability analysis 32
3-4-3 Validity analysis 32
3-4-4 Pre-test analysis 33
Chapter 4 Empirical Results 35
4-1 Data collection 35
4-2 Characteristics of respondents 35
4-3 Reliability analysis 36
4-4 Comparison analysis 37
4-4-1 Comparison of demographic characteristics 38
4-4-2 Comparison of purchasing behavior condition 40
4-5 Validity analysis 42
4-5-1 Goodness of fit index 42
4-5-2 Convergent validity 43
4-5-3 Discriminant validity 44
4-6 SEM analysis 45
4-6-1 The results of SEM analysis 45
4-6-2 Discussion 48
4-6-3 The results of SEM analysis of have bought virtual goods 50
4-6-4 The results of SEM analysis of haven’t bought virtual goods 51
4-7 T-test 54
Chapter 5 Conclusion and Suggestions 58
5-1 Business implications 58
5-2 Conclusion 59
5-3 Future work 60
5-4 Research limitation 60
Reference 61
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