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系統識別號 U0026-3008201618235800
論文名稱(中文) 電子競技觀眾之動機對於消費行為影響之研究:即時戰略類遊戲與卡牌類遊戲之間的比較
論文名稱(英文) Testing the Effect of eSport Spectators’ Motivations on their Consumption Behavior: Comparison between a Real-time Strategy Game and a Card Game
校院名稱 成功大學
系所名稱(中) 體育健康與休閒研究所
系所名稱(英) Institute of Physical Education, Health & Leisure Studies
學年度 104
學期 2
出版年 105
研究生(中文) 花岳彤
研究生(英文) Yueh-Tung Hua
學號 RB6031147
學位類別 碩士
語文別 英文
論文頁數 43頁
口試委員 召集委員-馬上閔
口試委員-張景弘
指導教授-馬上鈞
中文關鍵字 動機  消費行為  競爭模型  電子競技  使用與滿足理論 
英文關鍵字 motivation  consumption behavior  competing model  eSport  Uses and Gratifications Theory 
學科別分類
中文摘要 近年來,隨著電子競技產業的崛起,有關於電子競技的研究主題迅速的發展。在觀賞性運動中,動機是影響消費行為的重要因素。本研究的動機構面採用自使用與滿足理論,分別為認知性、情感性、個人綜合性、社會綜合性、張力釋放。但在於觀賞性運動的電子競技中,卻很少探討到動機之間的關係。有鑑於此,本研究的目的在於釐清什麼是影響電子競技觀眾消費者行為的重要動機,以及動機之間是如何相互影響。本研究採問卷調查的方式,以立意抽樣方法進行線上問卷調查,於線上社群收集本研究所需之樣本(n=574)。再使用結構方程模式作為統計方法,並以SPSS 17.0及Amos 17.0等統計軟體進行統計分析,比較不同的動機模型在不同類型遊戲觀眾的結果。認知性與個人綜合性動機對於爐石戰記觀眾的消費行為有顯著正向的影響,情感性的動機對於英雄聯盟觀眾有顯著正向的影響,社會綜合性動機則是對於兩款遊戲觀眾都有顯著正向的影響。結果顯示了動機在不同遊戲觀眾間的差異,並在電子競技領域驗證了使用與滿足理論、動機情感關係及社會需求和情感動機的關係。
英文摘要 With the rise in popularity of the eSports industry, research in this area has been frequently mentioned in recent years. Motivations are important antecedents that influence the consumption behaviors of sport spectators. In this study, the motivations that were adopted from the Uses and Gratifications Theory (UGT) were cognitive, affective, personal integrative, social integrative, and tension release. However, the relationship among the motivations of eSport spectators has often been neglected. The aim of this study is thus to clarify what motivations affect consumers of eSports, and how these motivations interact. In this study, the independence models and competing models were measured for the spectator groups of League of Legends and Hearthstone for discussion. This study used an online survey and purposive sampling to collect the data. The sample (n=574) was collected from online communities. The statistical technique of structural equation modeling (SEM) was used to analyze the data. The analyses were conducted using SPSS 17.0 and Amos 17.0 to test the research models. The findings showed that cognitive and personal integrative motivations have significant positive effects on the consumption behavior of spectators of Hearthstone; affective motivation has a significant positive effect on consumption behavior for spectators of League of Legends; and social integrative motivation has significant positive effects on consumption behavior in both games. The results reveal the motivation effect on consumption behavior of different games and practiced UGT, the cognitive-affective relationship, and the relationship between social needs and affective motivation in the eSport area.
論文目次 Chapter One: Introduction 1
Chapter Two: Literature Review 3
2.1 eSports 3
2.1.1 Introduction of eSports 3
2.1.2 eSports Viewing 4
2.2 Motivations 6
2.2.1 Motivation in eSports 8
2.3 The Interrelationships among Motivations 10
2.4 Consumption Behaviors 12
Chapter Three: Method 14
3.1 Research Setting 14
3.2 Data Collection and Participants 14
3.3 Instrumentation 14
3.4 Data Analysis 15
Chapter Four: Result 18
4.1 Descriptive Statistics 18
4.2 Measurement Model 19
4.3 Structural Model 24
Chapter Five: Discussion and Conclusion 28
5.1 Discussion and Recommendations 28
5.2 Contributions and Implications 30
5.3 Limitations and Future Research 31
Reference 32
Appendix 40
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