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。;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.
