以理性行為理論探討線上遊戲樂趣之影響

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陳禹睿(Yu-rui Chen) 查詢紙本館藏

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論文名稱

以理性行為理論探討線上遊戲樂趣之影響
(An Empirical Research of the Influence of Online Gaming Enjoyment Based on the Reasoned Action Theory)

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摘要(中)

隨著近年來網路的發展，線上遊戲的商機與族群也不斷的擴大，人們透過線上遊戲平台，使得虛擬社群的互動更為精采且頻繁，線上遊戲也不斷推陳出新，業者莫不希望能夠取得更高的市場佔有率，然而，能夠驅使玩家持續使用一款線上遊戲，就必須仰賴線上遊戲能夠帶給玩家多少樂趣。因此，若能瞭解如何讓玩家在遊戲中享受到更多的樂趣，將可影響玩家願意再度回到遊戲中之意願，在激烈的市場中勝出。
本研究參照Wu et al.（2008）透過理性行為理論所發展出對於線上遊戲之樂趣研究模型，探討影響玩家在遊戲過程中形成樂趣之因素，並瞭解其對理性行為理論中之態度，以及行為意圖的影響。同時，本研究亦欲探討Lu & Wang（2008）研究架構中之描述性規範構面對於樂趣是否有顯著的影響，並整合上述學者所提出之模型加以驗證。
本研究針對曾經使用過線上遊戲的玩家做研究，透過網路問卷的方式來蒐集資料，有效問卷共回610份。使用SPSS與AMOS等軟體進行相關統計分析及結構方程模型驗證，得到的實證結果如下：
一、線上遊戲之要素：故事、影像、音效、長度及操控對於玩家「樂趣」之形成皆有正向且顯著的影響。
二、玩家感受之描述性規範對於玩家「樂趣」之形成也有正向且顯著的影響。
三、玩家感受之樂趣對於玩家對線上遊戲之「態度」及玩家未來繼續參與線上遊戲之「意圖」有正向且顯著的影響。
四、玩家對線上遊戲之「態度」對於玩家未來繼續參與線上遊戲之「意圖」也有正向且顯著的影響。

摘要(英)

As a result of the continuous development of Internet in recent years, business opportunities and consumer groups of online games becomes increasingly larger. Through the online interfaces, consumers are able to interact more frequently and vigorously in the imaginary community. As new online games continue to evolve and grow, it is a common goal that all vendors would like to obtain a higher market share. However, the driving force for the players to continue playing certain games depends entirely on the satisfaction and enjoyment the players gain from the games themselves. Therefore, the understanding of the factors that control the joy level of the players would lead to an increase of returning players, and eventually, a larger market share amongst the competitive market.
Referring to the models presented by Wu et al. (2008) which augmented the theory of reasoned action (TRA) with the enjoyment, this study investigates the key elements to determining factors that control the return of players and the joy experience. This study also investigates the impact of enjoyment on behavioral attitude and behavioral intention. Meanwhile, the study also aims to investigate the applicability of the models presented by Lu and Wang (2008), which investigate the descriptive norms influence, to online gaming enjoyment.
This study has selected people who have been involved in online games as research subjects. A total of 610 questionnaires were obtained through internet. The empirical results were validated by using SPSS and AMOS, which conducts a structural estimation model. The findings are as follow:
1.The key elements to online games, which are story, graphics, sounds, length and control, all have positive and direct effects on online gaming enjoyment.
2.The results indicate that perceived descriptive norm has positive and direct effects on online gaming enjoyment.
3.The enjoyment the players perceived in the online games has a positive and significant impact on attitude toward the online game, and the intention to playing the online game continuously.
4.The attitude of the players toward the online game has positive and significant impact on intention to continue playing the online game.

關鍵字(中)

★ 線上遊戲
★ 樂趣
★ 描述性規範
★ 理性行為理論

關鍵字(英)

★ online games
★ descriptive norms
★ enjoyment
★ TRA

論文目次

中文摘要 ........................I
英文摘要 ........................II
致謝 ........................III
目錄 ........................IV
圖目錄 ........................V
表目錄 ........................VI
第一章緒論 ........................1
第一節研究背景與動機 ........................1
第二節研究目的 ........................2
第三節研究流程 ........................3
第二章文獻探討 ........................4
第一節線上遊戲 ........................4
第二節理性行為理論 ........................9
第三節樂趣 ........................23
第三章研究方法 ........................28
第一節研究架構 ........................28
第二節研究假設 ........................29
第三節變數定義與衡量 ........................33
第四節研究設計 ........................38
第四章資料分析與結果 ........................40
第一節前測分析 ........................40
第二節樣本結構分析 ........................42
第三節信度與效度分析 ........................44
第四節結構方程式分析 ........................48
第五節線性迴歸分析 ........................53
第六節其他統計分析 ........................55
第五章結論與建議 ........................57
第一節研究結論 ........................57
第二節管理意涵 ........................59
第三節研究限制 ........................61
第四節後續研究建議 ...............62
參考文獻 ........................63
英文部分 ........................63
中文部分 ........................71
網站部分 ........................71
附錄 ........................72

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Trafimow, D., & Fishbein, M. (1994). The importance of risk in determining the extent to which attitudes affect intentions to wear seat belts 1. Journal of Applied Social Psychology, 24(1), 1-11.
Trafimow, D., Kiekel, P. A., & Clason, D. (2004). The simultaneous consideration of between-participants and within-participants analyses in research on predictors of behaviours: The issue of dependence. European Journal of Social Psychology, 34(6), 703-711.
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Van der Heijden, H. (2003). Factors influencing the usage of websites: The case of a generic portal in the netherlands. Information & Management, 40(6), 541-549.
Van der Heijden, H. (2004). User acceptance of hedonic information systems. Management Information Systems Quarterly, 28(4), 7.
Venkatesh, V. (1999). Creation of favorable user perceptions: Exploring the role of intrinsic motivation. MIS Quarterly, , 239-260.
Venkatesh, V. (2000). Determinants of perceived ease of use: Integrating control, intrinsic motivation, and emotion into the technology acceptance model. Information Systems Research, 11(4), 342-365.
Venkatesh, V., & Davis, F. D. (1996). A model of the antecedents of perceived ease of use: Development and test*. Decision Sciences, 27(3), 451-481.
Ward, P. (2002) Videogames as Re-Mediated Animation, Screenplay: Cinema/Videogame/Interface, King, G. and Krzywinkska, T. (eds), London, Wallflower Press
Warshaw, P., & Davis, F. (1985). Disentangling behavioral intention and behavioral expectation. Journal of Experimental Social Psychology(Print), 21(3), 213-228.
Whalen, Z. (2004). Play along-an approach to videogame music. Game Studies, 4(1)
Wu, J., & Liu, D. (2007). The effects of trust and enjoyment on intention to play online games. Journal of Electronic Commerce Research, 8(2), 128-140.
Wu, J.; Li, P.; Rao, S. (2008). Why they enjoy virtual game worlds? An empirical investigation. Journal of Electronic Commerce Research, 9(3), 219-230.
Zeelenberg, M., van Dijk, W. W., van der Pligt, J., Manstead, A. S. R., van Empelen, P., & Reinderman, D. (1998). Emotional reactions to the outcomes of decisions: The role of counterfactual thought in the experience of regret and disappointment. Organizational Behavior and Human Decision Processes, 75(2), 117-141.
Zeschuk G. and Muzyka R., (2004), “Why Don’t People Finish Games?”http://www.gamestar.com/12_04/features/fea_finish_jadeempire.shtml.
中文部分
于丹、董大海、刘瑞明、原永丹（2008），理性行为理论及其拓展研究的现状与展望，心理科学进展，16(005），796-802。
傅鏡暉（2003），線上遊戲產業 HAPPY 書遠流臺北市。
吳采芳（2001），修正 TAM 模型在線上遊戲行為因素分析之研究。
張意珮（2002），線上遊戲使用者轉換因素之研究，元智大學資訊管理研究所碩士論文。
張智超、虞孝成（2001），網咖，連線遊戲 e 軍突起聯經出版事業公司臺北市。
徐勝凌（2004），線上遊戲設計吸引力對顧客滿意度影響之研究。
李天凌（2002），網路商品之定價模式,─以線上遊戲為例。
林子凱（2002），線上遊戲 [天堂] 之使用者參與動機與滿意度研究國立成功大學企業管理學系碩士論文。
楊棠安（2005），線上遊戲玩家表現與其人格特質之研究。
游森期（2001），大學生網路使用行為, 網路成癮及其相關因素之研究。
古永嘉（民93），企業研究方法，華泰。
吳明隆、涂金堂（民96），SPSS 與統計應用分析，五南。
邱皓政（民95），量化研究與統計分析，五南。
陳順宇（民94），多變量分析，華泰。
陳小美（2005），「網路消費者知覺對非計畫性購買行為與再惠顧意願影響之探討---以某網路書店消費者為例」，東華大學企業管理研究所碩士論文。
莊効璟（2004），線上遊戲軟體的關卡級數設定與定價策略之研究，國立東華大學國際經濟研究所碩士論文，未出版，花蓮。
張翊宏（2006），MMORPG 玩家遊戲轉換因素之研究以人口遷徙PPM 模型探討。東吳大學企業管理研究所碩士論文。
網站部分
台灣IDC (國際數據資訊)，http://www.idc.com.tw/default.asp。
TWNIC 台灣網路資訊中心，http://www.twnic.net.tw。
艾瑞諮詢集團，http://www.iresearch.com.cn/html/Default.html。
資策會(MIC)，http://mic.iii.org.tw/intelligence/。

指導教授

李小梅(Shau-mei Li)

審核日期

2009-7-9

推文