你從眾嗎?—影響多人線上遊戲轉換意圖之因素研究

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論文名稱

你從眾嗎?—影響多人線上遊戲轉換意圖之因素研究
(Are You a Conformist? — A Study on Factors Affecting Switching Intention of Multiplayer Online Games)

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摘要(中)

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。

摘要(英)

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.

關鍵字(中)

★ 計畫行為理論
★ 從眾性格
★ 同儕壓力
★ 轉換成本
★ 轉換意圖
★ 線上遊戲

關鍵字(英)

★ Theory of Planned Behavior
★ Conformity
★ Peer Pressure
★ Switching Cost
★ Switching Intention
★ Online Games

論文目次

摘要 I
Abstract II
誌謝 III
目錄 IV
圖目錄 VII
表目錄 VIII
第一章緒論 1
1-1研究背景 1
1-2研究動機：遊戲中的「跳槽」行為 2
1-3研究目的 3
第二章文獻探討 4
2-1線上遊戲 4
2-1-1線上遊戲發展 4
2-1-2多人在線戰鬥競技場遊戲 6
2-2手機遊戲發展 7
2-3計畫行為理論 10
2-4同儕壓力與從眾行為 11
2-4-1同儕壓力 12
2-4-2從眾行為 13
2-5轉換成本 15
2-6小結 17
第三章研究方法 18
3-1研究架構與假說 18
3-1-1「替代遊戲相對感知享樂性」對「轉換遊戲意圖」之影響 19
3-1-2「轉換成本」對「轉換遊戲意圖」之影響 19
3-1-3「同儕壓力」對「轉換遊戲意圖」之影響 20
3-1-4「從眾性格」對「轉換遊戲意圖」之影響 20
3-1-5「轉換遊戲行為」之前置影響 21
3-2研究設計 21
3-2-1問卷設計 21
3-2-2研究樣本收集與分析 22
3-3變數操作型定義 22
3-3-1轉換遊戲行為 23
3-3-2轉換遊戲意圖 24
3-3-3替代遊戲相對感知享樂性 24
3-3-4同儕壓力 25
3-3-5轉換成本 26
3-3-6從眾性格 27
3-4資料分析方法與工具 28
第四章資料分析 30
4-1敘述性統計分析 30
4-1-1問卷回收 30
4-1-2樣本特徵統計表 32
4-1-3樣本《傳說對決》黏著度統計表 34
4-1-4已轉換樣本統計表 35
4-2測量模型檢驗 36
4-2-1信度分析 36
4-2-2效度分析 37
4-3結構模型檢驗 39
4-3-1模型適配度 40
4-3-2假說檢定 45
第一部分：PLS檢定 45
第二部分：Logistic檢定 50
4-4小結 52
第五章結論與未來建議 54
5-1研究結果 54
5-1-1影響轉換遊戲行為因素 54
5-1-2影響轉換遊戲意圖因素 55
5-1-3「從眾性格」對「同儕壓力」與「轉換遊戲意圖」之間之調節 55
5-2學術意涵 56
5-2-1驗證影響轉換遊戲行為意圖之相關因素 56
5-2-2驗證從眾性格對於同儕壓力的調節影響 56
5-3管理意涵 57
5-3-1手遊產業應用策略與方向 57
5-3-2電子商務 58
5-4研究限制與未來建議 59
5-4-1樣本限制 59
5-4-2問卷填答偏誤 59
5-4-3調節現象之研究 59
參考文獻 60
附錄 0

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指導教授

范錚強(Cheng-Kiang Farn)

審核日期

2021-7-20

推文