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論文名稱(中文) 免費MMORPG行動遊戲虛擬道具購買意圖之影響因素
論文名稱(英文) The factors to influence the purchase intention of virtual items in free MMORPG
校院名稱 成功大學
系所名稱(中) 企業管理學系
系所名稱(英) Department of Business Administration
學年度 108
學期 2
出版年 109
研究生(中文) 翁啟榮
研究生(英文) Ci-Rong Wong
學號 R46071052
學位類別 碩士
語文別 中文
論文頁數 56頁
口試委員 指導教授-莊双喜
口試委員-黃瀞瑩
口試委員-李憲達
中文關鍵字 免費行動遊戲  使用者購買意圖  消費者感知價值  角色認同感  沉浸體驗 
英文關鍵字 free-to-play mobile games  user purchase intentions  Consumer Perceived Value  Character Identification  Flow Experience 
學科別分類
中文摘要 隨著無線網路及行動裝置的發達,對大眾娛樂方式造成極大的改變,其中,行動遊戲產業的蓬勃發展,使得遊戲業者前仆後繼的投入該市場,根據Newzoo 2018全球遊戲市場報告,台灣手機遊戲市場規模在亞洲地區僅次於南韓,為極具潛力之行動遊戲市場,且行動遊戲市場競爭之激烈,尤其以MMORPG行動遊戲最為激烈,其主打以免費遊玩吸引玩家,再以遊戲內購方式獲取利潤。是故,本研究之主要研究目的,為研究為何這些玩家選擇以免費的方式進行遊玩,但在進行遊戲後,卻願意以真實貨幣購買遊戲中之虛擬道具。本研究試圖以消費者感知價值、角色認同感、沉浸體驗作為研究變數,探討其對玩家購買意圖的影響。

本研究回收之有效樣本數共 161 份,並以SPSS Statistics 17.0作為資料分析工具,對本研究之研究模型與假說進行分析與驗證。經分析後,本研究發現:(1) 對免費MMORPG行動遊戲玩家而言,虛擬道具的功能性與社會性價值對玩家購買意圖具有顯著正向,且對於高收入族群而言,其對虛擬道具的社會性價值的需求顯著高於其他族群;(2) 玩家角色認同感對其購買意圖具有顯著正向影響;(3)玩家沉浸體驗對其購買意圖具有顯著正向影響。

關鍵字搜尋:免費行動遊戲、使用者購買意圖、消費者感知價值、角色認同感、沉浸體驗
英文摘要 SUMMARY
This study attempts to use Consumer Perceived Value, Character Identification, and Flow Experience as research variables to explore their impact on players’ purchase intentions.
This study uses Multiple Regression and ANOVA Analysis to analyze and verify the research model and hypothesis, and find:
1. For free-to-play mobile Massively Multiplayer Online Role-Playing Game players, the Functional and Social Value of virtual goods, player's Character Identification, and player Flow Experience have a significant positive effect on players’ purchase intentions.
2. For high-income groups, their demand for Social Value is significantly higher than other groups.
Based on this result, this study draws the following conclusions:
1. For students or low disposable income groups, mobile game manufacturers should provide functional props instead of personalized props.
2. For high disposable income groups: mobile game manufacturers should add more tasks that require teamwork to increase players' willingness to cooperate, which can enhance virtual items’ social value for high income group players.
Keyword: free-to-play mobile games, user purchase intentions, Consumer Perceived Value, Character Identification, Flow Experience
論文目次 目錄
中文摘要 i
Abstract ii
致謝 v
目錄 vi
表目錄 viii
圖目錄 ix
第一章 緒論 1
1-1研究背景與動機 1
1-2研究目的與問題 3
1-3研究流程 3
第二章 文獻探討 5
2-1行動遊戲(Mobile Game) 5
2-2虛擬物品(Virtual Item) 7
2-3虛擬角色(Character) 9
2-4 免費MMORPG行動遊戲 9
2-5消費價值理論 10
2-6沉浸理論 15
第三章、研究方法 21
3-1研究架構: 21
3-2研究假說: 21
3-3操作性定義與衡量方式: 25
3-4研究設計 29
第四章、資料分析與結果 32
4-1敘述性統計之分析結果 32
4-2探索性因素分析 34
4-3信度分析 34
4-4變異數分析 38
4-5獨立T檢定 40
4-6模型假說與驗證 40
第五章、結論與建議 44
5-1研究結論 44
5-2管理意涵 45
5-3研究限制 46
5-4後續研究建議 47
參考文獻 48
中文文獻: 48
英文文獻: 48
附錄 51
參考文獻 中文文獻:
1. 許士軍. (1987). 新加坡消費者對不同來源地產品之知覺及態度. 管理評論, 6, 5-23.
2. 謝安. (2006). 免費線上遊戲經營與獲利模式之個案分析. 中央大學資訊管理學系碩士在職專班學位論文, (2006 年), 1-77.

英文文獻:
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2. Choi, D. and J. Kim (2004). "Why people continue to play online games: In search of critical design factors to increase customer loyalty to online contents." CyberPsychology & behavior 7(1): 11-24.

3. Chou, T.-J. and C.-C. Ting (2003). "The role of flow experience in cyber-game addiction." CyberPsychology & behavior 6(6): 663-675.

4. Feilitzen, C. and O. Linné (1975). "Identifying with television characters." Journal of Communication.

5. Friedman, H. H. and L. Friedman (1979). "Endorser effectiveness by product type." Journal of advertising research.

6. Guo, Y. and S. Barnes (2009). "Virtual item purchase behavior in virtual worlds: an exploratory investigation." Electronic commerce research 9(1-2): 77-96.

7. Guo, Y. and S. Barnes (2011). "Purchase behavior in virtual worlds: An empirical investigation in Second Life." Information & Management 48(7): 303-312.

8. Guo, Y. and S. J. Barnes (2012). "Explaining purchasing behavior within World of Warcraft." Journal of Computer Information Systems 52(3): 18-30.

9. Ho, C.-H. and T.-Y. Wu (2012). "Factors affecting intent to purchase virtual goods in online games." International Journal of Electronic Business Management 10(3).

10. Hoffner, C. and M. Buchanan (2005). "Young adults' wishful identification with television characters: The role of perceived similarity and character attributes." Media psychology 7(4): 325-351.

11. Hsiao, K.-L. and C.-C. Chen (2016). "What drives in-app purchase intention for mobile games? An examination of perceived values and loyalty." Electronic Commerce Research and Applications 16: 18-29.

12. Hsu, C.-L. and H.-P. Lu (2004). "Why do people play on-line games? An extended TAM with social influences and flow experience." Information & Management 41(7): 853-868.

13. Huang, E. (2012). "Online experiences and virtual goods purchase intention." Internet Research: Electronic Networking Applications and Policy 22(3): 252-274.

14. Jack, V. (2015). "Why Do Gamers Buy'Virtual Assets'?: An Insight in to the Psychology Behind Purchase Behaviour." Digital Education Review(27): 85-104.

15. Kim, C., et al. (2012). "I became an attractive person in the virtual world: Users’ identification with virtual communities and avatars." Computers in Human Behavior 28(5): 1663-1669.

16. Kim, H.-W., et al. (2011). "Investigating the intention to purchase digital items in social networking communities: A customer value perspective." Information & Management 48(6): 228-234.

17. Kim, Y. J. and J. Han (2014). "Why smartphone advertising attracts customers: A model of Web advertising, flow, and personalization." Computers in Human Behavior 33: 256-269.

18. King, R. C., et al. (2016). "Do customers identify with our website? The effects of website identification on repeat purchase intention." International Journal of Electronic Commerce 20(3): 319-354.

19. Lehdonvirta, V. (2009). "Virtual item sales as a revenue model: identifying attributes that drive purchase decisions." Electronic commerce research 9(1-2): 97-113.

20. Liu, H.-J. and Y.-C. Shiue (2014). "Influence of Facebook game players' behavior on flow and purchase intention." Social Behavior and Personality: an international journal 42(1): 125-133.

21. Park, B.-W. and K. C. Lee (2011). "Exploring the value of purchasing online game items." Computers in Human Behavior 27(6): 2178-2185.

22. Shang, R.-A., et al. (2012). "A private versus a public space: Anonymity and buying decorative symbolic goods for avatars in a virtual world." Computers in Human Behavior 28(6): 2227-2235.

23. Sweeney, J. C. and G. N. Soutar (2001). "Consumer perceived value: The development of a multiple item scale." Journal of retailing 77(2): 203-220.

24. Sweetser, P. and P. Wyeth (2005). "GameFlow: a model for evaluating player enjoyment in games." Computers in Entertainment (CIE) 3(3): 3-3.

25. Turkay, S. and C. K. Kinzer (2014). "The effects of avatar-based customization on player identification." International Journal of Gaming and Computer-Mediated Simulations (IJGCMS) 6(1): 1-25.

26. Wang, Y.-S., et al. (2013). "What drives purchase intention in the context of online content services? The moderating role of ethical self-efficacy for online piracy." International Journal of Information Management 33(1): 199-208.

27. Warouw, E. F. H. (2014). "Analyzing the Consumer Purchasing Intention of Virtual Goods in Online Game." Jurnal EMBA: Jurnal Riset Ekonomi, Manajemen, Bisnis dan Akuntansi 2(3).

28. Wu, S.-L. and C.-P. Hsu (2018). "Role of authenticity in massively multiplayer online role playing games (MMORPGs): Determinants of virtual item purchase intention." Journal of Business Research 92: 242-249.

29. Yoo, J. M. (2015). "Perceived Value of Game Items and Purchase Intention." Indian Journal of Science and Technology 8(19): 2-7.
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