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。;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.
