近年來線上遊戲產業的發展令人矚目，尤其是在全球性的金融海嘯大肆虐之時，線上遊戲產業仍然能以幾近一成的幅度持續成長，成為蕭條經濟中的強勢產業。 近幾年來由於線上遊戲產業競爭益加激烈，遊戲廠商便推出不同以往的經營方式，取消「以時計價」的收費方式，以「免費的」線上遊戲來吸引消費者，同時改以販售遊戲內的虛擬寶物為公司的主要收益來源，此種讓消費者自行決定花費金額的方式不但沒有讓公司的利潤減少，反而數倍於以往，因此免費的線上遊戲也逐漸成為線上遊戲產業中的主流，而本研究的目的便是在探究免費線上遊戲的消費者之消費行為： 本研究採取網路問卷的方式進行抽樣調查，共回收1284份網路問卷，其中有效問卷1063份，有效回收率為83％，而回收資料透過敘述統計、變異數分析、Scheffe事後檢定、迴歸分析加以驗證，以回答本研究問題。 研究結果歸納如下： 一、玩家遊戲行為對於其虛擬商品之消費金額具有顯著影響性 二、玩家之遊戲內容品質滿意度對於虛擬商品之消費金額，在不同的遊戲種類具有不同的影響性 三、玩家之遊戲公司行銷滿意度對於虛擬商品之消費金額，在不同的遊戲種類具有不同的影響性 Recently, the development of the on-line game industry is astonishing. The growth of on-line game industry can still remain at ten percent, especially under the global financial crisis, and become the stronger industry of the recession. In recent years, due to the competition of on-line game industry getting tense, the on-line firms develop unprecedented operation mode, which attracts consumers by providing free on-line games instead of charging by time. Meanwhile, selling the virtual items contributes to the main source of the revenue and the consumers are allowed to decide whether to pay for the game or not. Normally, the profits of the on-line firms are thought to be declined. However, it doubled, in fact, and thus providing the free on-line game service has become the mainstream of this industry. The purpose of this study is to explore the consumer behavior of on-line game. This research uses sample survey methodology and distributes the research questionnaire via sending out the Internet link. 1284 copies of questionnaire are collected. Total 1284 copies of questionnaire had posted and 1063 valid copies questionnaire had analyzed, resulting in 83% of valid response rate. The findings of the study are listed below. 1.The players’ behavior has significant effect on the items spending. 2.Under different game categories, the players' satisfaction with game content design varies. 3.Under different game categories, the players' satisfaction with game marketing design varies.
