以期望確認理論探討社群行動遊戲持續使用意圖

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姓名

張皓鈞(Hao-Chun Chang) 查詢紙本館藏

畢業系所

資訊管理學系

論文名稱

以期望確認理論探討社群行動遊戲持續使用意圖
(Exploring the Continuance Intention of Social Mobile Game with the Expectation Confirmation Theory)

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至系統瀏覽論文 (2025-7-30以後開放)

摘要(中)

本研究旨在探討社群行動遊戲使用者持續使用意圖，透過整理過去有關社群行動遊戲的相關文獻，歸納出影響社群行動遊戲持續使用之相關因素，藉以提出一套能夠適用於社群行動遊戲情境之理論架構。本研究根據文獻，對使用者本身以「認知有趣性」和「期望確認理論」探討使用者對於社群行動遊戲的持續使用意圖；本研究也探討「主觀規範」以及「社會認同感」對社群行動遊戲持續使用意圖的影響。本研究對象為台灣地區半年內有玩過社群行動遊戲的玩家，並透過網路問卷收集資料，回收有效樣本286份，利用PLS結構方程模式檢驗假說，研究結果顯示除了主觀規範對於持續使用意圖的假說不成立，其餘假說皆成立。最後，根據研究結果提供遊戲業者行銷及開發遊戲之實務建議。

摘要(英)

This paper aims to examine factors affecting one’s intention to continue using mobile social game . Based on expectation confirmation theory, this paper presents a theoretical model combined with the factors of“perceived playfulness” and we believe in the context of mobile social game usage, the social influence is important, we extend this model to include the factor of “social identity” and “subjective norm” to study the impact on the continuance intention. A survey was conducted to collect data from 286 persons in Taiwan who had played mobile social game within three months. The hypotheses were tested via the Structural Equation Modeling using the partial least square (PLS) approach. The results suggest that except “subjective norm” has no significant impact on continuance intention, the other hypotheses are confirmed. According to the results of the study, we provide mobile social game industry some effective development of mobile games practical advice.

關鍵字(中)

★ 社群行動遊戲
★ 期望確認理論
★ 持續使用意圖
★ 認知娛樂性
★ 主觀規範
★ 社會認同感

關鍵字(英)

★ mobile social game
★ expectation confirmation theory
★ continuance intention
★ perceived playfulness
★ subjective norm
★ social identity

論文目次

摘要 vi
Abstract vii
圖目錄 ix
表目錄 x
第一章緒論 1
1-1 研究背景與目的 1
1-2 研究範圍 2
1-3 研究流程 3
第二章文獻回顧 5
2-1 遊戲與社群行動遊戲(Mobile Social Game) 5
2-2 期望確認理論 7
2-3 認知娛樂性 10
2-4 主觀規範 11
2-5 社會認同感 12
第三章研究架構與方法 17
3-1 研究假說 17
3-2 研究架構 19
3-3 研究方法 20
3-4 研究資料蒐集與抽樣 23
第四章研究結果與分析 25
4-1 敘述統計分析 25
4-2 信度與效度檢測 26
4-3 假說驗證分析 28
第五章結論與未來建議 31
5-1 研究結論 31
5-2 研究貢獻 32
5-3 研究限制及未來研究方向 33
參考文獻 35
附錄 41

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指導教授

周惠文(Hui-Wen Chou)

審核日期

2020-7-22

推文