SNS遊戲影響社會網路服務持續使用之探討

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臧運祥(Yun-Hsiang Tsang) 查詢紙本館藏

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資訊管理學系

論文名稱

SNS遊戲影響社會網路服務持續使用之探討
(How Social Network Service Continuance is Affected by SNS Games)

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摘要(中)

社會網路服務(Social Network Service, SNS)是近年來最火熱的網路應用之一，另有一稱為社會網路網站(Social Network Site)，也被簡稱為社交網站。隨著電腦網路普及全世界，人類的上網時間增加，生活重心逐漸移轉到網路世界裡，SNS幫助人們在網路的世界中經營真實的社交關係，因此廣受人們所歡迎。
SNS以各種不同的面貌服務使用者，其中佼佼者Facebook成長至今已成為世界第二大的網站。Facebook在2007年將平台開放給第三方開發者自行開發應用程式後，平台上出現了各種提供娛樂又幫助社交的遊戲軟體，受到了空前的歡迎，也幫助Facebook在世界各地吸引了無數的使用者，一舉成為世界最大的SNS。而這些建置於SNS的網頁遊戲，也被稱為SNS遊戲，或俗稱的社交遊戲。
遊戲幫助SNS的娛樂效果大幅提升，宛如SNS的殺手級應用，與SNS結合創造了驚人的獲利，刺激了無數既有的和新成立的SNS紛紛尋找合作的遊戲商，意圖複製Facebook的模式吸引使用者和增加競爭力。在此同時，Facebook的SNS遊戲玩家爆炸性的成長熱潮卻逐漸趨緩，玩家開始理性的判斷是否要繼續使用SNS玩遊戲。SNS與遊戲商的利益如果要成長，就必須瞭解要如何能維持SNS遊戲玩家的持續使用行為。因此，本研究針對這個嶄新的主題進行研究，欲探討哪些因素使SNS遊戲能夠維持玩家持續使用此SNS玩遊戲的意圖和行為。
本研究根據相關研究文獻建立共十四條假設組合成研究模型，並進一步使用統計軟體分析資料和驗證假設。結果指出：
1.「持續使用行為」會受到「持續使用意圖」和「遊戲成癮」正向的影響。
2.「持續使用行為」受到「促成條件」正向影響情形不顯著。
3.「持續使用意圖」則會受到「遊戲滿意」和「遊戲自我效能」正向的影響。
4.「持續使用意圖」受到「知覺愉悅性」和「社會規範」正向影響情形不顯著。
5.「遊戲成癮」程度會受到「知覺愉悅性」正向的影響。
6.「遊戲成癮」程度受到「社交性」和「社會規範」影響情形不顯著。
7.「遊戲滿意」程度會受到「知覺愉悅性」和「社交性」正向的影響。
8.「知覺愉悅性」程度會受到「社交性」和「社會規範」正向的影響。

摘要(英)

Social network services (SNS, aka social network sites) have been the most thriving internet applications these days. As PCs and internet had been available all over the world, a portion of people’s daily life moved to the virtual world while people spend more time on the internet. SNS can help people arrange their true social relationships via the internet, hence has become so popular among internet users.
SNS provide services in all manners, some has been outstanding, one of which is Facebook that has become the second largest website on the internet. After launched Facebook platform for third-party application developers in 2007, plenty of entertaining game software has been developed on Facebook which become so popular and helped Facebook to attract millions of users, thus become the largest SNS of the world. Those games that built on SNS therefore are called SNS games, or social games for short.
Games are likely the killer application that made a major upgrade on website enjoyment, created incredibly high profit in combination with SNS, inspired numerous existing and newly-formed SNS to cooperate with game developers, trying to imitate the way Facebook attracts users and achieves competitive advantage. Meanwhile, the explosive growth of SNS gamers on Facebook slowed down, gamers began to rationally consider whether to continue using current SNS as gaming platform or not. To gain more profit, SNS and game developers must understand how to retain gamers’ continuance behavior. For purposes mentioned, this study focuses on this brand new subject, trying to figure out the reasons that gamers would like to continue using current SNS for game play.
The study has formed 14 hypotheses to build a research model based on literatures. We further analyze the data through statistical software to confirm hypothesizes, and the result shows that:
1.SNS gamers’ “continuance behavior” will be positively influenced by “continuance intention” and “game addiction”.
2.It’s not supportive that SNS gamers’ “continuance behavior” will be positively influenced by “facilitating conditions”.
3.SNS gamers’ “continuance intention” will be positively influenced by “game satisfaction” and “game self-efficacy”.
4.It’s not supportive that SNS gamers’ “continuance intention” will be positively influenced by “perceived enjoyment” and “social norms”.
5.SNS gamers’ “game addiction” will be positively influenced by “perceived enjoyment”.
6.It’s not supportive that SNS gamers’ “game addiction” will be positively influenced by “sociability” and “social norms”.
7.SNS gamers’ “game satisfaction” will be positively influenced by “sociability” and “perceived enjoyment”.
8.SNS gamers’ “perceived enjoyment” will be positively influenced by “sociability” and “social norms”.

關鍵字(中)

★ 社會網路服務
★ 社交遊戲
★ 資訊系統持續使用
★ 遊戲滿意
★ 遊戲成癮

關鍵字(英)

★ Social Network Service(SNS)
★ Social Games
★ IS Continuance
★ Game Satisfaction
★ Game Addiction

論文目次

論文摘要 i
Abstract iii
誌謝 v
目錄 vi
圖目錄 vii
表目錄 viii
第一章緒論 1
第一節研究背景與動機 1
第二節研究目的 7
第三節研究流程 8
第二章文獻探討 11
第一節社會網路服務 11
第二節網頁遊戲 15
第三節資訊系統持續使用之探討 28
第四節影響SNS遊戲持續使用之相關因素探討 33
第三章研究方法 49
第一節研究架構 49
第二節研究假設 50
第三節變數定義與衡量 55
第四節研究設計 63
第四章資料分析 66
第一節研究前測分析 66
第二節研究正式分析 72
第三節結構方程模式分析 82
第五章結論與建議 92
第一節研究發現與結論 92
第二節研究貢獻與管理意涵 98
第三節研究限制 101
第四節研究建議 102
參考文獻 104
英文文獻部份 104
中文文獻部份 112
網路資源 112
附錄一前測問卷 113
附錄二正式問卷 119

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指導教授

粟四維(Wesley Shu)

審核日期

2010-7-20

推文