虛擬角色認同、遊戲動機與遊戲忠誠度：探討遊戲滿意度之中介

以作者查詢圖書館館藏

、以作者查詢臺灣博碩士

、以作者查詢全國書目

、勘誤回報

、線上人數：19

、訪客IP：18.117.8.6

姓名

劉奕新(Yi-Hsin Liu) 查詢紙本館藏

畢業系所

企業管理學系

論文名稱

虛擬角色認同、遊戲動機與遊戲忠誠度：探討遊戲滿意度之中介
(Avatar Identification, Game Motivation and Game Loyalty: Exploring the Mediation by Game Satisfaction)

相關論文

★ 心理擁有感對轉蛋抽卡型手機遊戲購買意願：探討一般自我效能、風險傾向、及賭博成癮之影響	★ To see is to believe through social AR: A mechanism from user′s point-of-view (POV) sharing
★ 探討經驗開放性、消費者創新性、對促銷之期待與限量優惠商品之購買意願：以戰利品購物為中介

檔案

[Endnote RIS 格式]

[Bibtex 格式]

[相關文章]

[文章引用]

[完整記錄]

[館藏目錄]

至系統瀏覽論文 (2026-10-6以後開放)

摘要(中)

線上遊戲產業競爭激烈，由於開發新遊戲搶佔市場的成本相當高，因此能讓玩家持續遊玩更形重要。有些線上遊戲會增加暴力程度來維持玩家的注意力，使用個人化的虛擬頭像來增進其對虛擬角色認同，也就是玩家在心理認知上接受該虛擬角色的程度。
遊戲動機是遊戲機制可激勵玩家獲得成就、沉浸感、或社交。這些都有助於提昇玩家對於遊戲感到滿意的程度，進而提升玩家的遊戲忠誠度，使玩家想要繼續遊玩該遊戲。
本研究透過網路問卷的方式探討了暴力程度、虛擬角色認同、遊戲動機、遊戲滿意度及遊戲忠誠度之間的關係，結果顯示暴力程度與虛擬角色認同有正向關係、虛擬角色認同對遊戲動機也有正向關係，而玩家對遊戲的滿意度、遊戲動機與遊戲忠誠度三者互相都為正向關係，且遊戲滿意度對遊戲動機與遊戲忠誠度有中介效果。

摘要(英)

The competition in online gaming industry is intense, as the cost to develop a new game is quite
high, it is important to keep existing players keep on playing that game. Some online games
will seek to increased violence to retain player’s attention, using personal avatar to enhance
player identification and acceptance with the character. Game motivation is the mechanism to motivate the player to gain achievement, immersion, or social functions. All of these may influence the player’s game satisfaction and consequently game loyalty. Therefore, the present research utilizes online questionnaires to explore the relationships among violence, avatar motivation, game motivation, game satisfaction, and game loyalty. Results show violence is
positively related with avatar identification, which also related to game motivation, and further game satisfaction and game loyalty.

關鍵字(中)

★ 暴力程度
★ 虛擬角色認同
★ 遊戲動機
★ 遊戲滿意度
★ 遊戲忠誠度
★ 線上遊戲

關鍵字(英)

★ violence
★ game motivation
★ avatar identification
★ game satisfaction
★ game loyalty
★ online games

論文目次

摘要.............................................................................................................................................i
Abstract.......................................................................................................................................ii
誌謝...........................................................................................................................................iii
第一章緒論..............................................................................................................................1
1-1 研究背景與動機.................................................................................................................1
1-2 研究目的.............................................................................................................................4
1-3 研究流程.............................................................................................................................5
第二章文獻探討......................................................................................................................7
2-1 暴力程度.............................................................................................................................7
2-2 虛擬角色認同.....................................................................................................................8
2-3 遊戲動機...........................................................................................................................12
2-4 遊戲滿意度.......................................................................................................................17
2-5 遊戲忠誠度.......................................................................................................................19
第三章研究方法....................................................................................................................23
3-1 研究架構...........................................................................................................................23
3-2 研究樣本...........................................................................................................................23
3-3 研究工具...........................................................................................................................24
3-4 研究步驟...........................................................................................................................26
第四章研究結果....................................................................................................................29
4-1 樣本敘述性統計...............................................................................................................29
4-2 信度分析...........................................................................................................................31
v
4-3 變項相關性分析...............................................................................................................32
4-4 效度分析...........................................................................................................................32
4-5 模型適配度檢定...............................................................................................................33
4-6 結構方程模型...................................................................................................................34
第五章結論與建議................................................................................................................38
5-1 研究結論...........................................................................................................................38
5-2 管理意涵...........................................................................................................................40
5-3 研究限制與未來建議.......................................................................................................41
5-4 研究結論...........................................................................................................................43
參考文獻..................................................................................................................................44
一、中文部分 ..........................................................................................................................44
二、英文部分 ..........................................................................................................................44
附錄：研究問卷......................................................................................................................54

參考文獻

Adams, E., & Rollings, A. (2006). Fundamentals of game design (game design and
development series). Prentice-Hall, Inc.
Allen, J. J., & Anderson, C. A. (2019). Does avatar identification make unjustified video
game violence more morally consequential? Media Psychology, 24(2), 1-23.
http://dx.doi.org/10.1080/15213269.2019.1683030
Anderson, C. A., & Bushman, B. J. (2001). Effects of violent video games on aggressive
behavior, aggressive cognition, aggressive affect, physiological arousal, and prosocial
behavior: A meta-analytic review of the scientific literature. Psychological science,
12(5), 353-359. http://dx.doi.org/10.1111/1467-9280.00366
Anderson, C. A., Shibuya, A., Ihori, N., Swing, E. L., Bushman, B. J., Sakamoto, A.,
Rothstein, H. R., & Saleem, M. (2010). Violent video game effects on aggression,
empathy, and prosocial behavior in eastern and western countries: a meta-analytic
review. Psychological Bulletin, 136(2), 151-173. http://dx.doi.org/10.1037/a0018251
Anderson, R. E., & Srinivasan, S. S. (2003). E‐satisfaction and e‐loyalty: A contingency
framework. Psychology & Marketing, 20(2), 123-138.
45
http://dx.doi.org/10.1002/mar.10063
Andreassen, T. W., & Lindestad, B. (1998). Customer loyalty and complex services: The
impact of corporate image on quality, customer satisfaction and loyalty for customers
with varying degrees of service expertise. International Journal of Service Industry
Management, 9(1), 7-23. http://dx.doi.org/10.1108/09564239810199923
Assael, H. (1998). Consumer Behavior and Marketing Action (6
th ed.). South Western College
publishing.
Bartle, R. (1996). Hearts, clubs, diamonds, spades: players who suit MUDs. The Journal of
Virtual Environments, 1(1). Retrieved from http://www.brandeis.edu/pubs/jove/
HTML/v1/bartle.html
Brooks, K. (2003). There is nothing virtual about immersion: Narrative immersion for VR and
other interfaces. Motorola Labs/Human Interface Labs.
http://dx.doi.org/10.1109/VR.2018.8446046
Browne, M. W., & Cudeck, R. (1992). Alternative ways of assessing model fit. Sociological
Methods & Research, 21(2), 230-258. http://dx.doi.org/10.1177/0049124192021002005
Byrne, B. M. (2010). Structural equation modeling with AMOS: Basic concepts, applications,
and programming. http://dx.doi.org/10.4324/9781410600219
Chang, I. C., Liu, C. C., & Chen, K. (2014). The effects of hedonic/utilitarian expectations
and social influence on continuance intention to play online games. Internet Research,
24(1), 21-45. http://dx.doi.org/10.1108/IntR-02-2012-0025
Chen, J. (2007). Flow in games (and everything else). Communications of the ACM, 50(4),
31-34. http://dx.doi.org/10.1145/1232743.1232769
Choi, D., & Kim, J. (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. http://dx.doi.org/10.1089/109493104322820066
46
Coanda, I., & Aupers, S. (2020). Mechanisms of disclosure: a socio-technical perspective on
sociality in massively multiplayer online role-playing games. Television & New Media,
21(3), 315-333. http://dx.doi.org/10.1177/1527476418824557
Cohen, J. (2001). Defining identification: A theoretical look at the identification of audiences
with media characters. Mass Communication & Society, 4(3), 245-264.
http://dx.doi.org/10.1207/S15327825MCS0403_01
Cole, H., & Griffiths, M. D. (2007). Social interactions in massively multiplayer online roleplaying gamers. Cyberpsychology & Behavior, 10(4), 575-583.
http://dx.doi.org/10.1089/cpb.2007.9988
Cortina, J. M. (1993). What is coefficient alpha? An examination of theory and applications.
Journal of Applied Psychology, 78(1), 98-104. http://dx.doi.org/10.1037/0021-
9010.78.1.98
Daneels, R., Malliet, S., Koeman, J., & Ribbens, W. (2018). The enjoyment of shooting
games: Exploring the role of perceived realism. Computers in Human Behavior, 86, 330-
336. http://dx.doi.org/10.1016/j.chb.2018.04.053
DeLisi, M., Vaughn, M. G., Gentile, D. A., Anderson, C. A., & Shook, J. J. (2013). Violent
video games, delinquency, and youth violence: New evidence. Youth Violence and
Juvenile Justice, 11(2), 132-142. http://dx.doi.org/10.1177/1541204012460874
Doll, W. J., Xia, W., & Torkzadeh, G. (1994). A confirmatory factor analysis of the end-user
computing satisfaction instrument. MIS quarterly, 453-461.
http://dx.doi.org/10.2307/249524
Ducheneaut, N., Wen, M. H., Yee, N., & Wadley, G. (2009, April). Body and mind: a study
of avatar personalization in three virtual worlds. In Proceedings of the SIGCHI
conference on human factors in computing systems (pp. 1151-1160).
http://dx.doi.org/10.1145/1518701.1518877
47
Evans, M., Jennings, E., & Andreen, M. (2011). Assessment through achievement systems: A
framework for educational game design. International Journal of Game-Based Learning
(IJGBL), 1(3), 16-29. http://dx.doi.org/10.4018/ijgbl.2011070102
Fox, J., & Bailenson, J. N. (2009). Virtual self-modeling: The effects of vicarious
reinforcement and identification on exercise behaviors. Media Psychology, 12(1), 1-25.
http://dx.doi.org/10.1080/15213260802669474
Galli, L., & Fraternali, P. (2014). Achievement systems explained. In Y. Baek et al. (eds.),
Trends and applications of serious gaming and social media (pp. 25-50). Springer.
http://dx.doi.org/10.1007/978-981-4560-26-9_3
George, D., & Mallery, P. (2003). Reliability analysis. SPSS for Windows, step by step: a
simple guide and reference, 14th ed. Boston: Allyn & Bacon, 222-232.
http://dx.doi.org/10.4324/9780429056765-19
Hair, J. F. Jr., Black, W. C., Babin, B. J., Anderson, R. E. & Tatham, R. L. (2006).
Multivariate Data Analysis (6th ed). Prentice-Hall.
Hamari, J., & Sjöblom, M. (2017). What is eSports and why do people watch it? Internet
Research, 27(2), 211-232. http://dx.doi.org/10.1108/IntR-04-2016-0085
Hayduk, L. A. (1987). Structural equation modeling with LISREL: Essentials and advances.
JHU Press.
Hirschman, A. O. (1970). Exit, voice, and loyalty: Responses to decline in firms,
organizations, and states (Vol. 25). Harvard University Press.
Hoffner, C., & Buchanan, M. (2005). Young adults′ wishful identification with television
characters: The role of perceived similarity and character attributes. Media psychology,
7(4), 325-351. http://dx.doi.org/10.1207/S1532785XMEP0704_2
Hooi, R., & Cho, H. (2017). Virtual world continuance intention. Telematics and Informatics,
34(8), 1454-1464. http://dx.doi.org/10.1016/j.tele.2017.06.009
48
Hu, L. T., & Bentler, P. M. (1999). Cutoff criteria for fit indexes in covariance structure
analysis: Conventional criteria versus new alternatives. Structural equation modeling: A
multidisciplinary journal, 6(1), 1-55. http://dx.doi.org/10.1080/10705519909540118
Huang, L. Y., & Hsieh, Y. J. (2011). Predicting online game loyalty based on need
gratification and experiential motives. Internet Research, 21(5),581-598.
http://dx.doi.org/10.1108/10662241111176380
Jin, W., Sun, Y., Wang, N., & Zhang, X. (2017). Why users purchase virtual products in
MMORPG? An integrative perspective of social presence and user engagement. Internet
Research, 27(2), 408-427. http://dx.doi.org/10.1108/IntR-04-2016-0091
Klimmt, C., Hefner, D., & Vorderer, P. (2009). The video game experience as “true”
identification: A theory of enjoyable alterations of players’ self-perception.
Communication theory, 19(4), 351-373.
Konijn, E. A., & Hoorn. J. F. (2005). Some like it bad: Testing a model on perceiving and
experiencing fictional characters. Media Psychology, 7, 107–144.
http://dx.doi.org/10.1207/S1532785XMEP0702_1
Kotler, P., Keller, K. L., & Manceau, D. (2016). Marketing Management (15th ed.). Pearson
Education.
Lagrange, V., Hiskes, B., Woodward, C., Li, B., & Breithaupt, F. (2019). Choosing and
enjoying violence in narratives. PloS One, 14(12), e0226503.
https://doi.org/10.1371/journal.pone.0226503
Lam, S. Y., Shankar, V., Erramilli, M. K., & Murthy, B. (2004). Customer value, satisfaction,
loyalty, and switching costs: an illustration from a business-to-business service context.
Journal of the Academy of Marketing Science, 32(3), 293-311.
http://dx.doi.org/10.1177/0092070304263330
Li, D. D., Liau, A. K., & Khoo, A. (2013). Player–Avatar Identification in video gaming:
49
Concept and measurement. Computers in Human Behavior, 29(1), 257-263.
http://dx.doi.org/10.1016/j.chb.2012.09.002
Liao, G. Y., Cheng, T. C. E., & Teng, C. I. (2019). How do avatar attractiveness and
customization impact online gamers’ flow and loyalty? Internet Research, 29(2), 349-
366. http://dx.doi.org/10.1108/IntR-11-2017-0463
Lu, H. P., & Wang, S. M. (2008). The role of Internet addiction in online game loyalty: an
exploratory study. Internet Research, 18(5), 499-519.
http://dx.doi.org/10.1108/10662240810912756
Murray, J. H. (1997). Hamlet on the Holodeck: The Future of Narrative in Cyberspace. MIT
Press. http://dx.doi.org/10.5860/CHOICE.35-1342
Oliver, R. L. (2010). Customer satisfaction. In J. Sheth, & N. Malhotra (eds.), Wiley
International Encyclopedia of Marketing. Wiley.
https://doi.org/10.1002/9781444316568.wiem03008
Pan, P. L., & Zeng, L. (2018). Parasocial interactions with basketball athletes of color in
online mediated sports. Howard Journal of Communications, 29(2), 196-215.
http://dx.doi.org/10.1080/10646175.2017.1354790
Simon Parkin, S. (2020, April 11). Final Fantasy VII Remake – a triumphant return for Cloud
Strife. Retrieved April 28, 2021, from
https://www.theguardian.com/games/2020/apr/11/final-fantasy-vii-remake-a-triumphantreturn-for-cloud-strife
Phan, M. H., Keebler, J. R., & Chaparro, B. S. (2016). The development and validation of the
game user experience satisfaction scale (GUESS). Human Factors, 58(8), 1217-1247.
http://dx.doi.org/10.1177/0018720816669646
Qin, H., Patrick Rau, P. L., & Salvendy, G. (2009). Measuring player immersion in the
computer game narrative. International. Journal of Human-Computer Interaction, 25(2),
50
107-133. http://dx.doi.org/10.1080/10447310802546732
Quandt, T., & Kröger, S. (Eds.). (2013). Multiplayer: The social aspects of digital gaming.
Routledge. http://dx.doi.org/10.4324/9780203627488
Reichheld, F. F., & Schefter, P. (2000). E-loyalty: your secret weapon on the web. Harvard
Business Review, 78(4), 105-113.
Schouten, A. P., Janssen, L., & Verspaget, M. (2020). Celebrity vs. Influencer endorsements
in advertising: the role of identification, credibility, and Product-Endorser fit.
International Journal of Advertising, 39(2), 258-281.
http://dx.doi.org/10.1080/02650487.2019.1634898
Schubert, T., Friedmann, F., & Regenbrecht, H. (2001). The experience of presence: Factor
analytic insights. Presence: Teleoperators & Virtual Environments, 10(3), 266-281.
http://dx.doi.org/10.1162/105474601300343603
Shyu, C. S., Li, Y. L., & Tang, Y. (2013). Applying confirmatory factor analysis on the
measure for restaurant over-service. The Journal of International Management Studies,
8(2), 10-16.
Skogland, I., & Siguaw, J. A. (2004). Are your satisfied customers loyal? Cornell Hotel and
Restaurant Administration Quarterly, 45(3), 221-234.
http://dx.doi.org/10.1177/0010880404265231
Slater, M., & Wilbur, S. (1997). A framework for immersive virtual environments (FIVE):
Speculations on the role of presence in virtual environments. Presence: Teleoperators &
Virtual Environments, 6(6), 603-616. http://dx.doi.org/10.1162/pres.1997.6.6.603
Soutter, A. R. B., & Hitchens, M. (2016). The relationship between character identification
and flow state within video games. Computers in Human Behavior, 55, 1030-1038.
http://dx.doi.org/10.1016/j.chb.2015.11.012
Steinberg, S. M. (2007). Videogame marketing and PR. iUniverse.
51
Szell, M., Lambiotte, R., & Thurner, S. (2010). Multirelational organization of large-scale
social networks in an online world. Proceedings of the National Academy of Sciences,
107(31), 13636-13641. http://dx.doi.org/10.1073/pnas.1004008107
Szymanski, D. M., & Hise, R. T. (2000). E-satisfaction: an initial examination. Journal of
Retailing, 76(3), 309-322. http://dx.doi.org/10.1016/S0022-4359(00)00035-X
Teng, C. I. (2010). Customization, immersion satisfaction, and online gamer loyalty.
Computers in Human Behavior, 26(6), 1547-1554.
http://dx.doi.org/10.1016/j.chb.2010.05.029
Teng, C. I. (2019). How avatars create identification and loyalty among online gamers.
Internet Research, 29(6), 1443-1468. http://dx.doi.org/10.1108/INTR-05-2018-0222
Tolbert, A. N., & Drogos, K. L. (2019). Tweens’ wishful identification and parasocial
relationships with YouTubers. Frontiers in Psychology, 10, 2781.
http://dx.doi.org/10.3389/fpsyg.2019.02781
Van Looy, J., Courtois, C., De Vocht, M., & De Marez, L. (2012). Player identification in
online games: Validation of a scale for measuring identification in MMOGs. Media
Psychology, 15(2), 197-221. http://dx.doi.org/10.1080/15213269.2012.674917
Van Reijmersdal, E. A., Jansz, J., Peters, O., & Van Noort, G. (2013). Why girls go pink:
Game character identification and game-players’ motivations. Computers in Human
Behavior, 29(6), 2640-2649. http://dx.doi.org/10.1016/j.chb.2013.06.046
Van Rooij, A. J., Schoenmakers, T. M., Vermulst, A. A., Van Den Eijnden, R. J., & Van De
Mheen, D. (2011). Online video game addiction: Identification of addicted adolescent
gamers. Addiction, 106(1), 205-212. http://dx.doi.org/10.1111/j.1360-0443.2010.03104.x
von Feilitzen, C., & Linné, O. (1975). Identifying with television characters. Journal of
Communication, 25(4), 51–55. http://dx.doi.org/10.1111/j.1460-2466.1975.tb00638.x
Wan, C. S., & Chiou, W. B. (2006). Psychological motives and online games addiction: A test
52
of flow theory and humanistic needs theory for Taiwanese adolescents. CyberPsychology
& Behavior, 9(3), 317-324. http://dx.doi.org/10.1089/cpb.2006.9.317
Weber, R., Behr, K. M., Fisher, J. T., Lonergan, C., & Quebral, C. (2020). Video game
violence and interactivity: Effect or equivalence? Journal of Communication, 70(2), 219-
244. http://dx.doi.org/10.1093/joc/jqz048
Wiebe, E. N., Lamb, A., Hardy, M., & Sharek, D. (2014). Measuring engagement in video
game-based environments: Investigation of the User Engagement Scale. Computers in
Human Behavior, 32, 123-132. http://dx.doi.org/10.1016/j.chb.2013.12.001
Williams, D., Caplan, S., & Xiong, L. (2007). Can you hear me now? The impact of voice in
an online gaming community. Human Communication Research, 33(4), 427-449.
http://dx.doi.org/10.1111/j.1468-2958.2007.00306.x
Wu, J., & Liu, D. (2007). The effects of trust and enjoyment on intention to play online
games. Journal of Electronic Commerce Research, 8(2), 128-140.
Yee, N. (2006). Motivations for play in online games. CyberPsychology & Behavior, 9(6),
772-775. http://dx.doi.org/10.1089/cpb.2006.9.772
Yee, N., & Bailenson, J. (2007). The Proteus effect: The effect of transformed selfrepresentation on behavior. Human Communication Research, 33(3), 271-290.
http://dx.doi.org/10.1089/cpb.2006.9.772
Yee, N., Ducheneaut, N., & Nelson, L. (2012, May). Online gaming motivations scale:
development and validation. In Proceedings of the SIGCHI conference on human factors
in computing systems (pp. 2803-2806). http://dx.doi.org/10.1145/2207676.2208681
Yi, Y., & La, S. (2004). What influences the relationship between customer satisfaction and
repurchase intention? Investigating the effects of adjusted expectations and customer
loyalty. Psychology & Marketing, 21(5), 351-373. http://dx.doi.org/10.1002/mar.20009
Yunkang, B. Y. (2019). What make gamers loyal to game publishers: Examining brand
53
loyalty in the video game industry. Unpublished bachelor thesis.
http://dx.doi.org/10.13140/RG.2.2.23041.51046
Zhong, Z. J. (2011). The effects of collective MMORPG (Massively Multiplayer Online RolePlaying Games) play on gamers’ online and offline social capital. Computers in Human
Behavior, 27(6), 2352-2363. http://dx.doi.org/10.1016/j.chb.2011.07.014
Zhong, Z. J., & Yao, M. Z. (2013). Gaming motivations, avatar-self identification and
symptoms of online game addiction. Asian Journal of Communication, 23(5), 555-573.
http://dx.doi.org/10.1080/01292986.2012.748814
Zillmann, D. (1994). Mechanisms of emotional involvement with drama. Poetics, 23, 33–51.
http://dx.doi.org/10.1016/0304-422X(94)00020-7

指導教授

杜秉叡鄭明松(Ben-Roy Do Ming Sung Cheng)

審核日期

2021-10-12

推文