近幾年來手機遊戲市場有著爆發性的成長，無論是App Store或是Google Play商店，手機遊戲都佔據了下載量及收入排行榜的榜首。隨著手機遊戲市場日漸蓬勃，也相對考驗了玩家的遊戲忠誠度。面對遊戲不斷推陳出新，許多人選擇留下，但也不少人會選擇嚐鮮。在不斷產生轉換遊戲意圖的狀況下，本研究試圖探討手機遊戲中的轉換行為，企圖找出影響遊戲轉換意圖之因素。 本研究以計畫行為理論作為理論基礎，並考慮了從眾行為的影響。以《傳說對決》與《英雄聯盟：激鬥峽谷》二最近非常流行的多人在線手機遊戲作為研究標的，使用問卷調查法，透過網路問卷與實體問卷二種方式收集資料，抽樣方法為滾雪球與便利抽樣。問卷回收總計共有有效樣本940份，統計方法使用SEM與Logistic Regression檢驗本研究模型與相關假說。 研究結果證實：替代遊戲相對感知享樂性與同儕壓力是導致轉換遊戲意圖的重要來源；轉換成本則阻礙了轉換意圖；而從眾性格會調節同儕壓力對於遊戲轉換意圖的影響。 ;The growth of the mobile phone games market has been phenomenal in the past decade, attracting both game developers and players. Game Apps occupied the top of the downloading and revenue statistics, both are the iOS and Android App stores. However, despite the explosive growth, players’ loyalty to games is challenged. As new popular games emerge, many users of existing games switch, while many others stay. Against this backdrop, this study attempts to look into the determining factors on the switching intention of mobile phone games. The research model of this study is based on the theory of planned behavior, taking into account the effect of herd behavior. The popular multiplayer online mobile games, “Arena of Valor” and “League of Legends: Wild Rift” were chosen as the research settings. A questionnaire survey was conducted, employing both online and paper-based surveys, with snowball sampling and convenience sampling. A total of 940 valid samples were collected and analyzed using SEM and Logistic Regression. Results confirm that perceived relative hedonic values and peer pressure are important sources that result in the intention to switch games. Perceived switching cost, on the other hand, hinders the intention to switch. In addition, conformity personality moderates the influence of peer pressure on switching intention.
